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Gathering Information and

Scanning the Environment

Market ing Management, 13thed

3

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Chapter Questions

What are the components of a modernmarketing information system?

What are useful internal records?

What is involved in a marketing intelligencesystem?

What are the key methods for tracking and

identifying opportunities in the macro

environment?

What are some important macro environment

developments?

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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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What is a

Marketing Information System (MIS)?

A marketing information system

consists of people, equipment, and

procedures to gather, sort, analyze,

evaluate, and distribute needed, timely,

and accurate information to

marketing decision makers.

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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

Order-to-Payment

Cycle

Databases,

Warehousing,Data Mining

Marketing

IntelligenceSystem

Sales

InformationSystem

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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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Best Buys Use of MIS

Best Buy segments its

customers into highly

differentiated

segments known byarchetypes like Buzz,

Barry, and Jill.

http://www.bestbuy.com/

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Table 3.2

Secondary Commercial Data Sources

Nielsen

Information

Resources, Inc.

MRCA

Arbitron

Simmons

SAMI/Burke

http://www.nielsenmediaresearch.com/http://www.nielsenmediaresearch.com/

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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 reviewsand expert opinions

Customer complaint sites

Public blogs

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Needs and Trends

Fad

Trend

Megatrend

http://www.itunes.com/

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Trends Shaping the

Business Landscape

Profound shifts in

centers of economic

activity

Increases in public-

sector activity

Change in consumer

landscape

Technological

connectivity

Scarcity of well-trained

talent

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

EconomicPolitical-Legal

Socio-CulturalTechnological

Natural

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Population and Demographics

Population growth

Population age mix

Ethnic markets

Educational groups

Household patterns

Geographical shifts

http://www.univision.com/

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Mattel

Markets inChina

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Population Age Groups

Preschool

School-ageTeens

25-40

40-65

65+

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Schwabs Chinese-languageWeb site

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Household Patterns

http://www.fmf.uni-lj.si/~mohar/Pict/Gore97BB.jpghttp://www.gay.com/

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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 nature

Views of organizations

Views of society

Views of the universe

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Interest in Nature: A Growing Trend

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Table 3.3 Most Popular

American Leisure Activities

Reading

TV watching

Spending time with

family

Going to movies

Fishing

Computer activities

Gardening

Renting movies

Walking

Exercise

Listening to music

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Natural Environment

Shortage of

raw materials

Increasedenergy costs

Anti-pollution

pressures

Governmental

protections

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Toyota Experienced Success

with Green Cars

http://www.toyota.com/

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Figure 3.1 Consumer

Environmental Segments

True Blue Greens (30%)

Greenback Greens (10%)

Sprouts (26%)

Apathetics (18%)

Grousers (15%)

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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.

or2. 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?