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- Marketing Management
Part 2:
Gathering Information and
Scanning the Environment
&
Co duc g
Conducting Marketing Research
e g ese c
and Forecasting Demand
- Chapter 3
p
Gathering Information and
Scanning the E i
S i th Environment t
- Content
• 1. Modern Marketing Information System
• 2. Internal Records and Marketing
Intelligence
• 3. Analyzing the Macro-environment
• 4. The Demographic Environment
- 1. What is a
Marketing I f
M k ti Information System (MIS)?
ti S t
A marketing information system
consists of people, equipment, and
p ocedu es gather, sort, analyze,
procedures to gat e , so t, a a y e,
evaluate, and distribute needed, timely,
and accurate information to
d ccu e o o o
marketing decision makers.
- 2. Internal Records and Marketing
Intelligence
I t lli
• Order to payment
Order-to-payment cycle
• Sales information system
• Databases, warehousing, data mining
D t b h i d t i i
• Marketing intelligence system
- Steps to Improve Marketing Intelligence
p p g g
• Train sales force to scan for new developments
• Motivate channel members to share intelligence
• Network externally
• Utilize a customer advisory panel
• Utilize
Utili government data sources
td t
• Collect customer feedback online
• Purchase i f
h information
i
- Sources of Competitive Information
p
• Independent customer goods and service
p g
review forums
• Distributor or sales agent feedback sites
• Combination sites offering customer reviews
and expert opinions
• Customer complaint sites
• Public blogs
- 3. Analyzing the Macro-environment
3.1. Needs and Trends
• Fads: "unpredictable, short-lived, and without
social, economic
social economic, and political significance "
significance."
• Trends: A trend reveals the shape of the
future and provides many opportunities.
f d id ii
• Megatrends: "large social, economic,
political and technological changes [that] are
slow to form, and once in place, they influence
us for some time between seven and ten
time—
years, or longer."
- 10 Keys Customer Insights:
Robert Shieffer
- 3.2. Trends Shaping the Business
Landscape
L d
• Profound shifts in • Increase in demand for
centers of economic natural resources
activity • Emergence of new
• Increases in public
public- global industry
sector activity structures
• Change in consumer • Ubiquitous access to
landscape information
• Technological • Management shifts from
connectivity art to science
• Scarcity of well-trained • Increase in scrutiny of
talent big business practices
g p
- • The Power of Spirituality. In turbulent times, we look within; 78 percent seek more
Spirit. Meditation and yoga soar. Divine Presence spills into business. “Spiritual” CEOs
as well as senior executives from Redken and Hewlett-Packard (HP) transform their
ll i i f R dk dH l P k d f h i
companies.
• The Dawn of Conscious Capitalism. Top companies and leading CEOs are re-
inventing free enterprise to honor stakeholders and shareholders. Will it make the world
a better place? Yes. Will it earn more money? That’s the surprising part: Study after
study shows the corporate good guys rack up great profits.
• Leading from the Middle. The charismatic, overpaid CEO is fading fast. Experts now
say “ordinary” managers, like HP’s Barbara Waugh, forge lasting change. How do they
y y g , g , g g g y
do it? Values, influence, moral authority.
• Spirituality in Business is springing up all over. Half speak of faith at work. Eileen
Fisher, Medtronic win “Spirit at Work” awards. Ford, Intel and other firms sponsor
employee based
employee-based religious networks. Each month San Francisco s Chamber of
networks Francisco’s
Commerce sponsors a “spiritual” brown bag lunch.
• The Values-Driven Consumer. Conscious Consumers, who’ve fled the mass market,
are a multi-billion-dollar “niche.” Whether buying hybrid cars, green building supplies
or organic food they vote with their values. So, brands that embody positive values will
food, values So
attract them.
• The Wave of Conscious Solutions. Coming to a firm near you: Vision Quest.
Meditation. Forgiveness Training. HeartMath. They sound touchy-feely, but conscious
business pioneers are tracking results that will blow your socks off.
b i i t ki lt th t ill bl k ff
• The Socially Responsible Investment Boom. Today’s stock portfolios are green in
more ways than one. Where should you invest?
- 4. Environmental Forces
• Demographic
• Economic
• Socio-cultural
S i lt l
• Natural
• Technological
• Political-legal
g
- 4.1. Population and Demographics
p g p
• Population g
p growth • Educational groups
g p
• Population age mix • Household patterns
• Ethnic markets
t c a ets • Geographical shifts
Geog ap ca s ts
- 4.2. Economic Environment
• Income Distribution
• Savings, Debt, and Credit
- 4.3. Social-Cultural Environment
• Views of themselves
• Views of others
• Views of organizations
Vi f i ti
• Views of society: preserver, taker, maker,
changer, escaper
h
• Views of nature
• Views of the universe
- Values
What are Personal Values?
Personal Values are:
“The things that act as the
guiding principles in your life
and give meaning to your life”
or
Whatever is
important to you
Rene Magritte: “Personal Values”
Magritte Val es”
- World Top Ten Values
Top 10 Personal Values
Top 10 Personal Values
(China)
Protecting the family Protecting the family
Honesty Stable personal relationships
Health and fitness Social stability
Self-esteem
Self esteem Respecting ancestors
Self-reliance Honesty
Justice Health and fitness
Freedom Friendship
Friendship Self-reliance
Knowledge Freedom
Learning Enjoying life
Source: Robert Report
- Values Map
p
Fun People
Romance
Stab p rel
Endur love
Friendship
Pleasure
Sex
Having fun Enjoying life
Adventure Music Freedom
Excitement Curiosity Open-mind E lit
Equality
Leisure
A varied life Soc tol
Live for today Creativity Pers supp
Nature Helpful
Individ.
Authenticity Internat.
Self-rel. Learning Justice
Look good Self-est. Soc stab. Environm.
Fulfill work Family Honesty
H Soc Resp
Youthful Courage Persever. Spirituality
Knowledge Wisdom
Beauty Simplicity
Health & fit
Mat Security
Enterprising
Order
Thrift Modesty
Duty
Ambition
Public Image Faith
Wealth Resp. anc.
Tradition
Power Tradition
Power Obedience
Status Trad. gend r.
- Values are Grouped into Six Segments
p g
Proponents of social Committed to learning
causes and issues and technology
Focusing on excitement,
Valuing faith, tradition, duty,
recreation, and enjoyment
& respect for elders
Ambitious, status-conscious,
Ambitious status conscious Concerned with family home,
family, home
power-seeking and personal relationships
- Values Map
p
Romance
Stab p rel
Endur love
Friendship
Pleasure
Sex
Having fun Enjoying life
Adventure Music Freedom
Excitement Curiosity Open-mind Equality
E lit
Leisure
A varied life Soc tol
Live for today Creativity Pers supp
Nature Helpful
Individ.
Authenticity Internat.
Self-rel. Learning Justice
Look good Self-est. Soc stab. Environm.
Fulfill work Family Honesty Soc Resp
Youthful Courage Persever. Spirituality
Knowledge Wisdom
Beauty Simplicity
Mat Security
Order
Thrift Modesty
Duty
Ambition
Public Image Faith
Wealth Resp. anc.
Tradition
Power
Obedience
Status Trad. gend r.
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