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Gathering Information and Scanning the Environment

Marketing Management
A South Asian Perspective, 13th ed

MIS Systems Provide Information on Buyer Preferences and Behavior: Duponts Pillow Study
Pillow Segments 23% - stackers 20% - plumpers 16% - rollers or folders 16% - cuddlers 10% - smashers

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Table 3.1 Information Needs Probes

What decisions do you regularly make? What information do you need to make these decisions? What information do you regularly get? What special studies do you periodically request? What information would you want that you are not getting now? What are the four most helpful improvements that could be made in the present marketing information system?
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Internal Records and Marketing Intelligence

Sales Information System Marketing Intelligence System

Order-to-Payment Cycle Databases, Warehousing, Data Mining

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Steps to Improve Marketing Intelligence

Train sales force to scan for new developments
Motivate channel members to share intelligence Network externally Utilize a customer advisory panel Utilize government data resources

Purchase information
Collect customer feedback online
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Table 3.2 Secondary Commercial Data Sources

AC Nielsen ORG MARG
CMIE

TAM Media Research Euromonitor International Gallup Pakistan

NCAER

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Sources of Competitive Information

Independent customer goods and service review forums Distributor or sales agent feedback sites Combination sites offering customer reviews and expert opinions Customer complaint sites Public blogs

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Needs and Trends

Fad

Trend Megatrend

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Trends Shaping the Business Landscape

Profound shifts in centers of economic activity Increases in publicsector activity Change in consumer landscape Technological connectivity Scarcity of well-trained talent
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Increase in demand for natural resources Emergence of new global industry structures Ubiquitous access to information Management shifts from art to science Increase in scrutiny of big business practices
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Environmental Forces
Demographic
Political-Legal Economic

Technological Natural
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Socio-Cultural

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Population and Demographics

Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts

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Mobilink-Disney D 100 Mobile Phone

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Population Age Groups

65+ 40-65 25-40 Teens School-age Preschool

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Household Patterns

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Economic Environment
Income Distribution Savings, Debt, and Credit Levis has responded to changes in income distribution by offering an upscale line and a mass market line

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Social-Cultural Environment
Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe
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Islamic Banking: Reflecting Religious and Cultural Sensitivities

Consistent with principles of Islamic Laws (Shariah) Prohibits investing in business that are considered unlawful Growth is due to disenchantment with valueneutral capitalist and socialist financial systems Popular in Pakistan and Bangladesh, National and international banks want to start Islamic banking in India
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Cartoon Networks New Generation Survey

Achieving good grades at school all respondents Looking good 90% of respondents Being religious/traditional 84% of respondents Having boyfriend/girlfriend 40% of respondents Career aspirations One-third wanted to be doctor, 21% of wanted to be engineer

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Natural Environment
Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
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Toyota Experienced Success with Green Cars

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Figure 3.1 Consumer Environmental Segments

True Blue Greens (30%)
Greenback Greens (10%) Sprouts (26%) Grousers (15%) Apathetics (18%)
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Keys to Avoiding Green Marketing Myopia

Consumer Value Positioning Calibration of Consumer Knowledge Credibility of Product Claims

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Technological Environment
Pace of change Opportunities for innovation Varying R&D budgets

Increased regulation of change

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Political-Legal Environment

Increase in business legislation

Growth of special interest groups

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Marketing Debate
Is consumer behavior more a function of a persons age or generation? Take a position: 1. Age differences are fundamentally more important than cohort effects. or 2. Cohort effects can dominate age differences.
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Marketing Discussion

What brands do you feel successfully speak to you? Effectively target your age group? Which ones do not? What could they do better?

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