Gathering Information and Scanning The Environment: Marketing Management, 13 Ed

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 Copyright 2009 Pearson Education, Inc. Publishing
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

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.

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?

Internal Records and
Marketing Intelligence
Sales
Order-to-Payment
Information
Cycle
System
Databases, Marketing
Warehousing, Intelligence
Data Mining System

Steps to Improve Marketing Intelligence
Train
Train sales
sales force
force to
to scan
scan for
for new
new developments
developments
Motivate
Motivate channel
channel members
members to
to share
share intelligence
intelligence
Network
Network externally
externally
Utilize
Utilize aa customer
customer advisory
advisory panel
panel
Utilize
Utilize government
government data
data resources
resources
Purchase
Purchase information
information
Collect
Collect customer
customer feedback
feedback online
online

Best Buys Use of MIS
Best Buy segments its

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

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

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

Needs and Trends
Fad
Trend
Megatrend

Trends Shaping the
Business Landscape
Profound shifts in Increase in demand for
centers of economic natural resources
activity Emergence of new
Increases in public- global industry
sector activity structures
Change in consumer Ubiquitous access to
landscape information
Technological Management shifts
connectivity from art to science
Scarcity of well-trained Increase in scrutiny of
talent big business practices

Environmental Forces
Demographic
Political-Legal Economic
Technological Socio-Cultural
Natural

Population and Demographics
Population growth Educational groups

Population age mix Household patterns
Ethnic markets Geographical shifts

Mattel
Markets in
China

Population Age Groups
65+
40-65
25-40
Teens
School-age
Preschool
Schwabs Chinese-language Web site

Household Patterns

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

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

Interest in Nature: A Growing Trend

Table 3.3 Most Popular
American Leisure Activities
Reading Computer activities
TV watching Gardening
Spending time with Renting movies
family Walking
Going to movies Exercise
Fishing Listening to music

Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections
Toyota Experienced Success
with Green Cars

Figure 3.1 Consumer
Environmental Segments
True Blue Greens (30%)
Greenback Greens (10%)
Sprouts (26%)
Grousers (15%)
Apathetics (18%)
Keys to Avoiding
Green Marketing Myopia
Consumer Value Positioning

Calibration of Consumer Knowledge
Credibility of Product Claims

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

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

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.
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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Gathering Information and

Marketing Management, 13th ed

3-3 Copyright 2009 Pearson Education, Inc. Publishing

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Best Buy segments its

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Independent customer goods and service

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Population growth Educational groups

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Levis has responded to

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True Blue Greens (30%)

Greenback Greens (10%)

Consumer Value Positioning

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What brands do you feel

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