1. 4-1 Sales versus Marketing

2. 3-2 MARKETING MANAGEMENT Gathering Information and Scanning the Environment

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

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

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

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

7. 3-7 10 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

8. 3-8 Mattel Markets in China

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

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

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

12. 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!