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Gathering Information and Scanning the Environment

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1 Gathering Information and Scanning the Environment
MARKETING MANAGEMENT Gathering Information and Scanning the Environment

2 Chapter Questions What are the components of a modern marketing information system? What are useful internal records? What is involved in a marketing intelligence system?

3 Chapter Questions What are the key methods for tracking and identifying opportunities in the macroenvironment? What are some important macroenvironment developments?

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 information system?

5 marketing information system
MIS: consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

6 Internal Records Order-to-Payment Cycle Sales Information System
Databases, Warehousing, Data mining Marketing Intelligence System

7 Steps to Improve Marketing Intelligence
Train and motivate sales force Motivate channel members to share intelligence Network externally Utilize customer advisory panel Utilize government data resources Purchase information Collect customer feedback online

8 Needs and Trends Fad Trend Megatrend

9 10 Megatrends Shaping the Consumer Landscape
Aging population Delayed retirement Changing nature of work Greater educational attainment Labor shortages Increased immigration Shifting birth trends

10 Environmental Forces Demographic Economic Socio-Cultural Natural
Technological Political-Legal

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

12 Economic Environment Income Distribution Savings Rate Debt
Purchasing Power Income Distribution Savings Rate Debt Credit Availability

13 Types of Industrial Structures
Industrial economies Industrializing economies Raw-material exporting economies Subsistence economies

14 Social-Cultural Environment
Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe

15 Natural Environment Shortage of raw materials Increased energy costs
Anti-pollution pressures Governmental protections

16 Technological Environment
Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

17 Identifying Market Segments and Targets
Kotler Keller

18 Chapter Questions What are the different levels of market segmentation? How can a company divide a market into segments? How should a company choose the most attractive target markets? What are the requirements for effective segmentation?

19 Effective Targeting Requires…
Identify and profile distinct groups of buyers who differ in their needs and preferences. Select one or more market segments to enter. Establish and communicate the distinctive benefits of the market offering.

20 Ford’s Model T Followed a Mass Market Approach

21 Four Levels of Micromarketing
Segment marketing Niche marketing Local marketing Customerization

22 Segment Marketing Targeting a group of customers
who share a similar set of needs and wants.

23 Flexible Marketing Offerings
Naked solution Product and service elements that all segment members value Discretionary options Some segment members value Options may carry additional charges

24 Customerization Combines operationally driven
mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.

25 Basic Market-Preference Patterns

26 Segmenting Consumer Markets
Geographic Demographic Psychographic Behavioural © Copyright 2008 Pearson Education Canada

27 Segmenting Consumer Markets
Nation or country Province or region City or metro size Density Climate Bases for Segmentation Geographic Demographic Psychographic Behavioural © Copyright 2008 Pearson Education Canada

28 Segmenting Consumer Markets
Age, race, gender Income, education Family size Family life cycle Occupation Religion, nationality Generation Social class Example: RBC Financial created a “gender intelligent sales force” that led to a 29% increase in customer satisfaction in women entrepreneurs Bases for Segmentation Geographic Demographic Psychographic Behavioural © Copyright 2008 Pearson Education Canada

29 Segmenting Consumer Markets
Bases for Segmentation Geographic Demographic Psychographic Behavioural Lifestyle Activities Interests Opinions Personality © Copyright 2008 Pearson Education Canada

30 Segmenting Consumer Markets
Bases for Segmentation Geographic Demographic Psychographic Behavioral Occasions Benefits User status Usage rate Loyalty status Attitude Enthusiastic, positive, indifference, negative and hostile. © Copyright 2008 Pearson Education Canada

31 Behavioural Segmentation: Decision Roles
Initiator Influencer Decider Buyer User © Copyright 2008 Pearson Education Canada

32 Behavioral Segmentation Variables
Occasions Attitude Benefits Variables User status Loyalty Buyer- readiness Usage rate © Copyright 2008 Pearson Education Canada

33 © Copyright 2008 Pearson Education Canada
Loyalty Status Hard-core Split loyals Shifting loyals Switchers © Copyright 2008 Pearson Education Canada

34 Major Segmentation Variables for Business Markets
Demographic Operating variable Purchasing approaches Situational factors Personal characteristics © Copyright 2008 Pearson Education Canada

35 Sequential Segmentation and Stage of Purchase Process
First-time prospects Novices Sophisticates © Copyright 2008 Pearson Education Canada

36 Steps in Segmentation Process
Needs-based segmentation Segment identification Marketing-mix strategy Segment attractiveness Segment profitability Segment positioning Segment acid test © Copyright 2008 Pearson Education Canada

37 Effective Segmentation Criteria
Measurable Actionable Substantial Accessible Differentiable © Copyright 2008 Pearson Education Canada

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