Chapter 3

Gathering Information and Scanning the Environment

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Kotler on Marketing
Marketing is becoming a battle based more on information than on sales power.

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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?
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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?
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1. Internal Record Systems

The Order-to-Payment Cycle Sales Information Systems Databases, Data Warehouses And Data-Mining

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2. 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.

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3. 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
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4. Marketing Decision Support System Marketing Decision Support System (MDSS)

Marketing and sales software programs

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Analyzing Needs and Trends in the Macroenvironment

Trend (health food) Fad (toys) Mega trends (e-Books)

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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.
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Identifying and Responding to the Major Macroenvironment Forces

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.
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Identifying and Responding to the Major Macroenvironment Forces

The increasing ethnic and religious conflicts in certain countries and regions. The growth of global brands in autos, food, clothing, electronics.

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Identifying and Responding to the Major Macroenvironment Forces Demographic Environment

Worldwide Population Growth Population Age Mix Ethnic and Other Markets (women)

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Identifying and Responding to the Major Macroenvironment Forces

Educational & Literacy Groups Household Patterns Geographical Shifts in Population From a Mass Market to Micromarkets

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Identifying and Responding to the Major Macroenvironment Forces Economic Environment

Income Distribution Savings, Debt, and Credit Availability

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Identifying and Responding to the Major Macroenvironment Forces Natural Environment

Shortage of Raw Materials Increased Energy Cost Anti-Pollution Pressures Changing Role of Governments

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Identifying and Responding to the Major Macroenvironment Forces Technological Environment

Accelerating Pace of Change Unlimited Opportunities for Innovation

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Identifying and Responding to the Major Macroenvironment Forces

Varying R&D Budgets Increased Regulation of Technological Change

Political-Legal Environment
Legislation Regulating Business Growth of Special-Interest Groups
Consumerist movement
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Identifying and Responding to the Major Macroenvironment Forces Social-Cultural Environment

Views of themselves Views of others Views of organizations Views of society Views of nature Views of universe
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Identifying and Responding to the Major Macroenvironment Forces High Persistence of Core Cultural Values Existence of subcultures
Subcultures

Shifts of Secondary Cultural Values through Time

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Marke-think!
Is customer behaviour more a function of a persons age or their Generation?

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Copyright 2004 Pearson Education Canada Inc.