1. MARKETING MANAGEMENT 12 th edition 3 Gathering Information and Scanning the Environment KotlerKeller

2. 3-2 Chapter Questions_1 What are the components of a modern marketing information system? What are useful internal records? What is involved in a marketing intelligence system?

3. 3-3 Chapter Questions_2 What are the key methods for tracking and identifying opportunities in the macroenvironment? What are some important macroenvironment developments?

4. 3-4 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. 3-5 Internal Records Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System

6. 3-6 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

7. 3-7 Table 3.2 Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke

8. 3-8 Needs and Trends Fad Trend Megatrend

9. 3-9 10 Megatrends Shaping the Consumer Landscape Aging boomers Delayed retirement Changing nature of work Greater educational attainment Labor shortages Increased immigration Rising Hispanic influence Shifting birth trends Widening geographic differences Changing age structure

10. 3-10 Environmental Forces Demographic EconomicPolitical-Legal Socio-CulturalTechnological Natural

11. 3-11 Population and Demographics Size Growth rate Age distribution Ethnic mix Educational levels Household patterns Regional characteristics Movement

12. 3-12 Mattel Markets in China

13. 3-13 Population Age Groups Preschool School-age Teens 25-40 40-65 65+

14. 3-14 Schwab’s Chinese-language Web site

15. 3-15 Household Patterns

16. 3-16 Economic Environment $ Purchasing Power $ Income Distribution $ Savings Rate $ Debt $ Credit Availability

17. 3-17 Types of Industrial Structures Industrial economies Subsistence economies Raw-material- exporting economies Industrializing economies

18. 3-18 India – An Industrializing Economy

19. 3-19 Saudi Arabia – A Raw-Material Exporting Economy

20. 3-20 The Gap “look” is recognizable everywhere

21. 3-21 Social-Cultural Environment Views of themselves Views of others Views of nature Views of organizations Views of society Views of the universe

22. 3-22 Table 3.4 Most Popular American Leisure Activities Walking Gardening Swimming Photography Bicycling Fishing Bowling Camping Jogging Free weights Golf Continuing education

23. 3-23 Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

24. 3-24 Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

25. 3-25 Political-Legal Environment Increase in business legislation Growth of special interest groups

26. 3-26 Unit Pricing on Store Shelves

27. 3-27 Marketing Debate Take a position: 1. Age differences are fundamentally more important than cohort effects. 2. Cohort effects can dominate age differences.

28. 3-28 Marketing Discussion What brands do you feel successfully speak to you? Effectively target your age group? Why? Which ones do not?