1. Gathering Information and Scanning the Environment3
Gathering Information and Scanning the Environment
Marketing Management, 13th ed

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?
What are the key methods for tracking and identifying opportunities in the macro environment?
What are some important macro environment developments?
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3. MIS Systems Provide Information on Buyer Preferences and Behavior: Dupont’s Pillow Study
Pillow Segments
23% - stackers
20% - plumpers
16% - rollers or folders
16% - cuddlers
10% - smashers
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4. What is a Marketing Information System (MIS)?
A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
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5. Table 3.1 Information Needs Probes
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?
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6. Internal Records and Marketing Intelligence
Order-to-Payment
Cycle
Sales
Information
System
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
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7. Steps to Improve Marketing Intelligence
Train sales force to scan for new developments
Motivate channel members to share intelligence
Network externally
Utilize a customer advisory panel
Utilize government data resources
Purchase information
Collect customer feedback online
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8. Best Buy’s Use of MIS
Best Buy segments its customers into highly differentiated segments known by archetypes like “Buzz,” “Barry,” and “Jill.”
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9. Table 3.2 Secondary Commercial Data Sources
Nielsen
SAMI/Burke
MRCA
Simmons
By clicking on the video icon, you can launch a short video clip about Burke’s research process.
Information
Resources, Inc.
Arbitron
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10. Sources of Competitive Information
Independent customer goods and service review forums
Distributor or sales agent feedback sites
Combination sites offering customer reviews and expert opinions
Customer complaint sites
Public blogs
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11. Needs and Trends Fad Trend Megatrend
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12. Trends Shaping the Business Landscape
Profound shifts in centers of economic activity
Increases in public-sector 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 big business practices
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13. Environmental Forces Demographic Political-Legal Economic
Technological
Socio-Cultural
Natural
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14. Population and Demographics
Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
Geographical shifts
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15. Mattel Markets in China
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16. Population Age Groups 65+ 40-65 25-40 Teens School-age Preschool
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17. Schwab’s Chinese-language Web site
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18. Household Patterns
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19. Economic Environment Income Distribution Savings, Debt, and Credit
Levi’s has responded to changes in income distribution by offering an upscale line and a mass market line
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20. Social-Cultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
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21. Interest in Nature: A Growing Trend
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22. Table 3.3 Most Popular American Leisure Activities
Reading
TV watching
Spending time with family
Going to movies
Fishing
Computer activities
Gardening
Renting movies
Walking
Exercise
Listening to music
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23. Natural Environment Shortage of raw materials Increased energy costs
Anti-pollution
pressures
Governmental
protections
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24. Toyota Experienced Success with Green Cars
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25. Figure 3.1 Consumer Environmental Segments
True Blue Greens (30%)
Greenback Greens (10%)
Sprouts (26%)
Grousers (15%)
Apathetics (18%)
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26. Keys to Avoiding Green Marketing Myopia
Consumer Value Positioning
Calibration of Consumer Knowledge
Credibility of Product Claims
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27. Technological Environment
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change
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28. Political-Legal Environment
Increase in
business legislation
Growth of special
interest groups
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29. Marketing Debate Is consumer behavior more a function
of a person’s age or generation?
Take a position:
Age differences are fundamentally
more important than cohort effects. or
2. Cohort effects can dominate age
differences.
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30. Marketing Discussion What brands do you feel
successfully speak to you?
Effectively target your age group?
Which ones do not?
What could they do better?
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