MARKETING MANAGEMENT
12th edition
3
Gathering
Information and
Scanning the
Environment
3-2
Chapter Questions_1
• What are the components of a modern
marketing information system?
• What are useful internal records?
• What is involved in a marketing
3-3
Chapter Questions_2
• What are the key methods for tracking
and identifying opportunities in the
macroenvironment?
• What are some important
3-4
MIS Probes for Information
• 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
3-6
Steps to Improve Marketing Intelligence
Train sales force to scan for new developments Train sales force to scan for new developments
Motivate channel members to share intelligence Motivate channel members to share intelligence
Network externally Network externally
Utilize a customer advisory panel Utilize a customer advisory panel
Utilize government data resources Utilize government data resources
Purchase information Purchase information
3-7
Table 3.2
Secondary Commercial Data Sources
Nielsen
Information Resources, Inc.
MRCA
3-8
Needs and Trends
Fad
Trend
3-9
10 Megatrends Shaping the
Consumer Landscape
• Aging boomers
• Delayed retirement • Changing nature of
work
• Greater educational attainment
• Labor shortages
• Increased immigration • Rising Hispanic
influence
• Shifting birth trends • Widening geographic
differences
3-10
Environmental Forces
Demographic
Economic Political-Legal
Socio-Cultural Technological
3-11
Population and Demographics
• Size
• Growth rate
• Age distribution
• Ethnic mix
3-12
Mattel
3-13
Population Age Groups
Preschool School-age
Teens 25-40 40-65
3-14
3-16
Economic Environment
$
Purchasing Power
$
Income Distribution
$
Savings Rate
$
Debt
3-17
Types of Industrial Structures
Industrial economies
Subsistence economies
Raw-material-exporting economies
3-18
3-19
Saudi Arabia –
3-20
The Gap
“look” is
3-21
Social-Cultural Environment
Views of themselves Views of themselves
Views of others Views of others
Views of nature Views of nature Views of organizations
Views of organizations
Views of society Views of society
3-22
Table 3.4 Most Popular American
Leisure Activities
• Walking • Gardening • Swimming • Photography • Bicycling • Fishing • Bowling • Camping • Jogging• Free weights • Golf
3-23
Natural Environment
Shortage of raw materials
Increased energy costs
Anti-pollution pressures
3-24
Technological Environment
Pace of change
Opportunities for innovation
Varying R&D budgets
3-25
Political-Legal Environment
Increase in
business legislation
3-27
Marketing Debate
Take a position:
3-28
Marketing Discussion
