Scanning The Marketing Environment: Marketing Is Becoming A Battle Based More On Information Than On Sales Power

Scanning the Marketing
Environment
Marketing is
becoming a battle
based more on
information than
on sales power.
2-1
Copyright © 2003 Prentice-Hall, Inc.
Meeting Objectives
 In this meeting, we focus on the following
questions:
 What are the components of a modern marketing inf
ormation system?
 What are the key methods for tracking and identifyin
g opportunities in the
macroenvironment?
 What are the key demographic, economic, natural, te
chnological, political, and cultural developments?
 What constitutes good marketing research?
 How can demand be more accurately measured and f
orecasted?
2-2
The Components of a Modern
Marketing Information System
 Marketing Information System (MIS)
 10 useful questions for determining the
information needs of marketing
managers.
 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?
2-3
The Components of a Modern
Marketing Information System
 What information would you want that you are not
getting now?
 What information would you want daily? Weekly?
Monthly? Yearly?
 What magazines and trade reports would you like to
see on a regular basis?
 What topics would you like to be kept informed of?
 What data analysis programs would you want?
 What are the four most helpful improvements that
could be made in the present marketing information
system?
2-4
Internal Record Systems
 The Order-to-Payment Cycle

 Sales Information Systems
 Databases, Data Warehouses
And Data-Mining
2-5
The Marketing
Intelligence System
 A Marketing Intelligence System
is a set of procedures and sources
used by managers to obtain
everyday information about
developments in the marketing
environment.
2-6
Secondary-Data Sources
Secondary- A. Internal Sources
Data Sources Company profit-loss statements, balance
sheets, sales figures, sales-call reports,
invoices, inventory records, and prior
research reports.
B. Government Publications
• Statistical Abstract of the United States
• County and City Data Book
• Industrial Outlook
• Marketing Information Guide
C. Periodicals and Books
• Business Periodicals Index
• Standard and Poor’s Industry
See text for complete table
2-7
Analyzing Needs and Trends in
the Macroenvironment
 Trend
 Fad
 Megatrends
2-8
Identifying and Responding to the
Major Macroenvironment Forces
 The substantial speedup of international
transportation, communication, and financial
transactions, leading to the rapid growth of world trade
and investment, especially tripolar trade (North
America, Western Europe, Far East)
 The movement of manufacturing capacity and skills to
lower cost countries.
 The rising economic power of several Asian countries
in world markets.
 The rise of trade blocks such as the European Union
and NAFTA signatories.
2-9
 The severe debt problems of a number of countries,
along with the increasing fragility of the international
financial system.
 The increasing use of barter and countertrade to
support international transactions.
 The move toward market economies in formerly
socialist countries along with rapid privatization of
publicly owned companies.
 The rapid dissemination of global lifestyles.
 The gradual opening of major new markets, namely
China, India, eastern Europe, the Arab countries, and
Latin America.
2-10
 The increasing tendency of multinationals to transcend
their locational and national characteristics and
become transnational firms.
 The increasing number of cross-border corporate
strategic alliances–for example, MCI and British
Telecom, and Texas Instruments and Hitachi.
 The increasing ethnic and religious conflicts in certain
countries and regions.
 The growth of global brands in autos, food, clothing,
electronics.
2-11
 Demographic Environment
 Worldwide Population  Educational Groups
Growth  Household Patterns
 Population Age Mix  Geographical Shifts
 Ethnic and Other in population
Markets  From a Mass Market
to Micromarkets
2-12
 Economic Environment
 Income Distribution
 Savings, Debt, and
Credit Availability
 Natural Environment
 Shortage of Raw  Anti-Pollution Pressures
Materials  Changing Role of
 Increased Energy Cost Governments
2-13
 Technological Environment
 Accelerating Pace of Change
 Unlimited Opportunities
for Innovation
 Varying R&D Budgets
 Increased Regulation of
Technological Change
2-14
 Political-Legal Environment
 Legislation Regulating Business
 Growth of Special-Interest Groups
 Consumerist movement
 Social-Cultural Environment
 Views of themselves  Views of nature
 Views of others  Views of universe
 Views of organizations
 Views of society
2-15
 High Persistence of Core
Cultural Values
 Existence of subcultures
 Subcultures
 Shifts of Secondary Cultural
Values Through Time
2-16
Marketing Research System
 Marketing Research
 Suppliers of Marketing Research
 Engaging students or professors to
design and carry out projects
 Using the Internet
 Checking out rivals
 Syndicated-service research firms
 Custom marketing research firms
 Specialty-line marketing research
firms
2-17
Figure 5-1:
The Marketing
Research
Process
2-18
 The Marketing Research Process
 Step 1: Define the Problem, the
Decision Alternatives, and the
Research Objectives
 Step 2: Develop the
Research Plan
 Data Sources
 Research Approaches
 Observational research  Survey research
 Focus group research  Behavioral data
 Experimental research 2-19
 Research Instruments
 Questionnaires
 Psychological tools
 Mechanical devices
 Quantitative measures
 Sampling Plan
 Sampling unit
 Sample size
 Sampling procedure
2-20
 Contact Methods
 Mail questionnaire
 Personal interviewing
 Arranged interviews
 Intercept interviews
 Online methods
 Click-stream
 Cookies
 Automated
telephone surveys
2-21
 Step 3: Collect the
Information
 Step 4: Analyze the
Information
 Step 5: Present the
Findings
 Step 6: Make the
Decision
2-22
 Overcoming Barriers to the Use of
Marketing Research
 A narrow conception of the research
 Uneven caliber of researchers
 Poor framing of the problem
 Late and occasionally erroneous findings
 Personality and presentational differences
2-23
Forecasting and
Demand Measurement
 The Measures of Market Demand
Figure 5-3: Ninety

Types of Demand
Measurement
(6X5X3)
2-24
Forecasting and
Demand Measurement
 Which Market to
Measure?
 Market
 Potential market
 Available market
 Target market
(severed market)
 Penetrated market
 A Vocabulary for Demand Measurement
 Market Demand
 Market share
 Market penetration index
 Share penetration index
2-25
Forecasting and
Demand Measurement
Market Demand Functions
2-26
Forecasting and Demand
Measurement
 Market Forecast
 Market Potential
 Product penetration
percentage
 Company Demand
 Company Sales
Forecast
 Sales quota
 Sales budget
 Company Sales Potential
2-27
Measurement
 Estimating Current demand
 Total Market Potential
 Area Market Potential
 Market-Buildup Method
 Multiple-Factor Index
Method
 Brand development index (BDI)
 Industry Sales and Market Shares
2-28
Measurement
 Estimating Future Demand
 Survey of Buyers’ Intentions
 Forecasting
 Purchase probability scale
 Composite of Sales Force Opinions
 Expert Opinion
 Group discussion method
 Pooling of individual estimates
 Market-Test Method
2-29
Measurement
 Past-Sales Analysis
 Time-series analysis
 Exponential smoothing
 Statistical demand analysis
 Econometric analysis
2-30

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Scanning the Marketing

 The Order-to-Payment Cycle

Figure 5-3: Ninety

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