Marketing Management
Part 2:
Gathering Information and
Scanning the Environment
&
Conducting
Co
duc g Marketing
e g Research
ese c
and Forecasting Demand
Chapter
p 3
Gathering Information and
S
Scanning
i the
th E
Environment
i
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
M k ti Information
Marketing
I f
ti System
S t
(MIS)?
A marketing information system
consists of people, equipment, and
procedures
p
ocedu es to gat
gather,
e , so
sort,
t, aanalyze,
a y e,
evaluate, and distribute needed, timely,
d accurate
ccu e information
o
o too
and
marketing decision makers.
2. Internal Records and Marketing
I t lli
Intelligence
•
•
•
•
Order to payment cycle
Order-to-payment
Sales information system
D t b
Databases,
warehousing,
h i
data
d t mining
i i
Marketing intelligence system
Steps
p to Improve
p
Marketing
g Intelligence
g
•
•
•
•
•
•
•
Train sales force to scan for new developments
Motivate channel members to share intelligence
Network externally
Utilize a customer advisory panel
Utili governmentt data
Utilize
d t sources
Collect customer feedback online
Purchase
h
iinformation
f
i
Sources of Competitive
p
Information
• Independent
p
customer goods
g
and service
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
f
future
andd provides
id many opportunities
ii .
• Megatrends: "large social, economic,
political and technological changes [that] are
slow to form, and once in place, they influence
us for some time
time— between seven and ten
years, or longer."
10 Keys Customer Insights:
Robert Shieffer
3.2. Trends Shaping the Business
L d
Landscape
• Profound shifts in
centers of economic
activity
• Increases in public
publicsector 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
p
bigg business practices
•
•
•
•
•
•
•
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
ll as senior
i executives
i
from
f
Redken
R dk andd Hewlett-Packard
H l P k d (HP) transform
f
their
h i
companies.
The Dawn of Conscious Capitalism. Top companies and leading CEOs are reinventing 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
sayy “ordinary”
y managers,
g , like HP’s Barbara Waugh,
g , forge
g lasting
g change.
g How do they
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.
networks Each month San Francisco
Francisco’ss Chamber of
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
food, they vote with their values.
values So,
So brands that embody positive values will
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
b i
business
pioneers
i
are tracking
t ki results
lt that
th t will
ill blow
bl your socks
k off.
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
S i
Socio-cultural
lt l
Natural
Technological
Political-legal
g
4.1. Population
p
and Demographics
g p
• Population
p
ggrowth
• Population age mix
t c markets
a ets
• Ethnic
• Educational ggroups
p
• Household patterns
Geographical
ap ca shifts
s ts
• Geog
4.2. Economic Environment
• Income Distribution
• Savings, Debt, and Credit
4.3. Social-Cultural Environment
•
•
•
•
Views of themselves
Views of others
Vi
Views
off organizations
i ti
Views of society: preserver, taker, maker,
changer,
h
escaper
• 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:
Magritte “Personal Values”
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
Enjoying life
Having fun
Adventure
Freedom
Music
Excitement
A varied life
Curiosity
Leisure
Live for today
Soc tol
Pers supp
Helpful
Nature
Authenticity
Internat.
Justice
Self-rel.
Learning
Environm.
Soc stab.
Self-est.
Creativity
Individ.
Look good
Youthful
Beauty
E
Equality
lit
Open-mind
Fulfill work
Courage
Knowledge
H
Honesty
Family
Soc Resp
Persever.
Wisdom
Spirituality
Simplicity
Health & fit
Mat Security
Enterprising
Order
Thrift
Modesty
Duty
Ambition
Public Image
Wealth
Faith
Resp. anc.
Tradition
Power
Tradition
Power
Obedience
Status
Trad. gend r.
Values are Grouped
p
into Six Segments
g
Proponents of social
causes and issues
Valuing faith, tradition, duty,
& respect for elders
Ambitious, status
Ambitious
status-conscious,
conscious
power-seeking
Committed to learning
and technology
Focusing on excitement,
recreation, and enjoyment
Concerned with family
family, home,
home
and personal relationships
Values Map
p
Romance
Stab p rel
Endur love
Friendship
Pleasure
Sex
Enjoying life
Having fun
Adventure
Music
Excitement
A varied life
Leisure
Live for today
Individ.
Look good
Youthful
Beauty
Freedom
Curiosity
E
Equality
lit
Open-mind
Soc tol
Pers supp
Helpful
Nature
Authenticity
Internat.
Justice
Self-rel.
Learning
Environm.
Soc stab.
Self-est.
Creativity
Fulfill work
Courage
Knowledge
Honesty
Family
Soc Resp
Persever.
Wisdom
Spirituality
Simplicity
Mat Security
Order
Thrift
Modesty
Duty
Ambition
Public Image
Wealth
Faith
Resp. anc.
Tradition
Power
Obedience
Status
Trad. gend r.
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