3

Gathering Information and

Scanning the Environment

Marketing Management, 13th ed

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?
3-2

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MIS Systems Provide Information on

Buyer Preferences and Behavior:
Duponts Pillow Study
Pillow Segments
23% - stackers
20% - plumpers
16% - rollers or folders
16% - cuddlers
10% - smashers

3-3

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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.

3-4

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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?
3-5

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Internal Records and

Marketing Intelligence

3-6

Order-to-Payment
Cycle

Sales
Information
System

Databases,
Warehousing,
Data Mining

Marketing
Intelligence
System

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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
3-7

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Best Buys Use of MIS

Best Buy segments its
customers into highly
differentiated
segments known by
archetypes like Buzz,
Barry, and Jill.

3-8

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Table 3.2
Secondary Commercial Data Sources

3-9

Nielsen

SAMI/Burke

MRCA

Simmons

Information
Resources, Inc.

Arbitron

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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

3-10

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Needs and Trends

Fad

Trend
Megatrend

3-11

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Trends Shaping the

Business Landscape
Profound shifts in
centers of economic
activity
Increases in publicsector activity
Change in consumer
landscape
Technological
connectivity
Scarcity of well-trained
talent
3-12

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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Environmental Forces
Demographic
Political-Legal

Economic

Technological

Socio-Cultural
Natural

3-13

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Population and Demographics

Population growth
Population age mix
Ethnic markets

3-14

Educational groups
Household patterns
Geographical shifts

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Mattel
Markets in
China

3-15

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Population Age Groups

65+
40-65
25-40
Teens
School-age
Preschool
3-16

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Schwabs Chinese-language Web site

3-17

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Household Patterns

3-18

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Economic Environment
Income Distribution
Savings, Debt, and
Credit
Levis has responded to
changes in income
distribution by offering
an upscale line and a
mass market line

3-19

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Social-Cultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
3-20

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Interest in Nature: A Growing Trend

3-21

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Table 3.3 Most Popular

American Leisure Activities
Reading
TV watching
Spending time with
family
Going to movies
Fishing

3-22

Computer activities
Gardening
Renting movies
Walking
Exercise
Listening to music

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

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Toyota Experienced Success

with Green Cars

3-24

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Figure 3.1 Consumer

Environmental Segments
True Blue Greens (30%)
Greenback Greens (10%)
Sprouts (26%)
Grousers (15%)
Apathetics (18%)
3-25

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Keys to Avoiding
Green Marketing Myopia
Consumer Value Positioning
Calibration of Consumer Knowledge
Credibility of Product Claims

3-26

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

Increased regulation
of change
3-27

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Political-Legal Environment

Increase in
business legislation

Growth of special
interest groups

3-28

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Marketing Debate
Is consumer behavior more a function
of a persons age or generation?
Take a position:
1. Age differences are fundamentally
more important than cohort effects.
or
2. Cohort effects can dominate age
differences.
3-29

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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?

3-30

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