4-1 Sales versus Marketing. 3-2 MARKETING MANAGEMENT Gathering Information and Scanning the Environment.

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Presentation transcript:

4-1 Sales versus Marketing

3-2 MARKETING MANAGEMENT Gathering Information and Scanning the Environment

3-3 Chapter Questions What are useful data sources? What are the main methods for identifying opportunities in the macroenvironment? What are some important macroenvironment developments?

3-4 Secondary Commercial Data Sources A.C. Nielsen Statistics Canada Ipsos-Reid Dun & Bradstreet’s Simmons (U.S.) SAMI/Burke

3-5 Environmental Forces Demographic EconomicPolitical-Legal Socio-CulturalTechnological Natural

3-6 Population and Demographics Size Growth rate Age distribution Ethnic mix Educational levels Household patterns Regional characteristics Movement

Megatrends Shaping the Consumer Landscape Aging boomers Delayed retirement Changing nature of work Greater educational attainment Labour shortages Increased immigration Rising ethnic influence Shifting birth trends Widening geographic differences Changing age structure

3-8 Mattel Markets in China

3-9 Economic Environment $ Purchasing Power $ Income Distribution $ Savings Rate $ Debt $ Credit Availability

3-10 Age versus Cohort effects 1.Age differences – chronological 2.Cohort effects – when you were born

3-11 Age versus Cohort effects products/analytic/Multimedia.cfm?M=1http://www12.statcan.ca/english/census01/ products/analytic/Multimedia.cfm?M=1

3-12 Use Data in Marketing Plan What can these data sources tell you? Demand estimates Trends MARKETING PLAN: What can we learn about demand for the product or service? Explain it!