1. Gathering Information and Scanning The Environment Chapter 3 Phillip Kotler & Kevin Lane Keller
Prepared for:
Universitas Ciputra

2. The Objectives After this class, you should be able to:
Explain the external environments of company and its impact to the company
Discuss about marketing information system
Use the information for the purpose of marketing decision

3. Marketing Information System
People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision maker.

4. The Components of a Modern Marketing Information System
Internal Company Record
Marketing Intelligent Activities
Marketing Research
Marketing Intelligent: mengamati kondisi pasar termasuk gerak gerik pesaing
Marketing Research: mengadakan penelitian mengenai hal tertentu, misal. Pola hidup masyarakat

5. 10 Useful Questions What decision do you regularly made?
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 information would you want daily? Weekly? Monthly? Yearly?
What magazines and trade reports would you like to see on a regular basis?
What topics would you like to be kept informed of?
What data analysis programs would you want?
What are the four most helpful improvements that could be made in the present marketing information system?

6. Internal Records System
The Order-to-Payment Cycle
Sales Information System
Databases, Data Warehousing and Data Mining
Order-to-Payment Cycle ini penting untuk keep up with company’s performance
Kondisi pasar saat ini sangat competitive. People value speed and accuracy.
Recording the cycle through computerized system; help co to control the speed, detect the mistakes, solve it faster, read the market (if the order from certain customer is decrease or increase), see the purchasing pattern of specific customer due to the record we have
Sales Information System, almost similar to previously mentioned. Kita bisa detect pola konsumsi masyarakat, apakah meningkat, berkurang. Mudah bagi kita untuk mendetek performansi divisi tertentu, barang tertentu, cabang tertentu, etc.
Databases etc, as a basis for CRM. Tidak hanya mampu collect data and mengola data, but we should be able to compile and organize it correctly. Hence once the info is needed, it is easier to tarik data.

7. Marketing Intelligence System
A set of procedures and resources used by managers to obtain everyday information about developments in the marketing environment
MIS done by marketing manager through:
Reading newspaper, book; talking to supplier, customer, distributor; meeting with others companies; bloging, etc

8. Steps to Improve Quality of Company’s Marketing Intelligence System
Train and motivate sales force to spot and report new development
Motivate distributors, retailers and other intermediaries to pass along important intelligence
Network externally
Set up customer advisory panel
Take advantage of government data resources
Purchase information from outside suppliers
Use online customer feedback systems to collect competitive intelligence
Therefore from 1st meeting, Holistic Marketing
Eg, for point 2: Canadian software developer Cognos created a website Street Fighter where any of the firm’s 3000 workers can submit scoops about competitors and win prizes.
Eg. Point no. 4: schools / universities set up advisory panel consisted of alumni
Eg. Point no. 5: Kita memakai data dari BPS, Kadin, etc.
Eg. Point no. 6: AC Nielsen, Hoover
Eg. Point no. 7: blog, discussion forum, chat rooms, fb (Kasus RS Omni, Prita)

9. Analyzing the Macro-environment
Fad
Unpredictable, short-lived, and without social, economic and political significance (eg. CJ7 doll, Upin & Ipin)
Trends
Direction or sequences of events that has some momentum and durability (eg. fashion)
Megatrend
Large social, economic, political and technological changes (that) are slow to form, and once in place, they influence us for sometime (eg. notebook)

10. Identifying the Major Forces
Companies and consumers are affected by global forces:
The substantial speedup of international transportation, communication, and financial transactions, leading to the rapid growth of world trade and investment, especially tripolar trade (North America, Western Europe and Far East)
The movement of manufacturing capacity and skills to lower cost country
The rising economic power of several Asian countries in work market
The rise of trade blocks such as European Union and NAFTA signatories
The severe debt problems of a number of countries along with the increasing fragility of the international financial system
The increasing use of barter and countertrade to support international transactions

11. Demographic
Worldwide Population
Population Age Mix
Ethnic
Education
Household Pattern
Geographical Shifts
Economic
Income Distribution
Saving, debt, credit availability
Outsourcing & free trade
Socio Cultural
High persistence of core cultural values
Shifts of secondary cultural values through time
Existence of sub-cultures
Natural
Shortage of Raw Materials
Increased Energy Cost
Anti-Pollution Pressures
Changing Role of Governments
Technological
Accelerating Pace of Changing
Unlimited Opportunity of Innovations
Varying of R&D Budgets
Increased Regulation of Technological Change
Political-Legal
Legislation Regulating Business
Growth of Special-Interest Group
Identify products/services that being influenced by above stated factors

12. Major Forces in Company’s Macro Environment
Demographic Forces
Economic Forces
Social-Cultural Forces
Natural Forces
Technological Forces
Political-Legal Forces

13. Demographic Environment
Worldwide Population Growth
Population Age Mix
Ethnic and Other Markets
Educational Groups
Household Patterns
Geographical Shifts in Population
Population: trend increase in population happened in a less develop countries, countries with relatively low income/buying power.
Age: in Japan lots of elderly, Mexico lots of youngster, baby boom (70s how it ll affect consumption), one child policy in china,
Ethnic: perubahan komposisi populasi based on ethnic jg mempengaruhi pola komsumsi masyarakat. Di US, Hispanic meningkat, padahal buying power mereka relatif rendah. Ini akan berpengaruh pada strategy yang harus ditempuh oleh perusahaan untuk menanggulanginya.
Education: jg mempengaruhi konsumsi. Eg. Semakin banyak yang sekolah, semakin banyak orang suka membaca buku. Lebih banyak orang menggunakan laptop untuk membikin tugas etc.
Household: berapa orang yang tinggal di satu rumah, dan bagaimana itu mempengaruhi konsumsi. Eg. Kalau hanya 2 orang tinggal di 1 apartment, kebutuhan dia hanya sedikit, malas membeli barang dalam kemasan besar karena lama baru habis (mungkin sd kadaluarsa). Di sini ada kesempatan untuk barang packing kecil
Trend tempat orang tinggal: …
Therefoe, long-term vie is needed

14. Economic Environment Income Distribution
- Subsistence economy (few opportunities for marketers)
- Raw exporting economy (Zaire – copper; Arab – oil)
- Industrializing economy (India, Egypt, Philippines)
- Industrial economy (rich markets for all sort of goods)
Saving, debt, credit availability
Outsourcing and free trade

15. Social-Cultural Environment
High persistence of core cultural values
Shifts of secondary cultural values through time
Existence of sub-cultures

16. Natural Environment Shortage of Raw Materials Increased Energy Cost
Anti-Pollution Pressures
Changing Role of Governments
Eg. Toyota Prius; proliferation of organic stores

17. Technological Environment
Accelerating Pace of Changing
Unlimited Opportunity of Innovations
Varying of R&D Budgets
Increased Regulation of Technological Change

18. Political-Legal Environment
Legislation Regulating Business
- UU Persaingan Usaha
- UU Perlindungan Konsumen
- UU Periklanan
Growth of Special-Interest Group
- Political Action Committees
- Consumerist Movements

19. End of Chapter 3