* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Consumer Behavior: People in the Marketplace
Survey
Document related concepts
Multi-level marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Viral marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing research wikipedia , lookup
Marketing plan wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Street marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Global marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Transcript
Gathering information and scanning the environment CH03 Copyright © 2003 Prentice-Hall, Inc. Marketing Information and Customer Insights Marketing information system (MIS) consists of people and procedures for: Assessing the information needs Developing needed information Helping decision makers use the information for customer MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies A good MIS balances what the information users would like to have against what they need and what is feasible to offer Copyright © 2003 Prentice-Hall, Inc. Marketing Information System Copyright © 2003 Prentice-Hall, Inc. Developing Marketing Information Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization Copyright © 2003 Prentice-Hall, Inc. The Company’s Microenvironment Copyright © 2003 Prentice-Hall, Inc. The Company’s Macroenvironment Copyright © 2003 Prentice-Hall, Inc. The Company’s Macroenvironment Demographic Environment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics Demographic environment is important because it involves people, and people make up markets Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity Copyright © 2003 Prentice-Hall, Inc. The Company’s Macroenvironment Economic & Political Environment Economic environment consists of factors that affect consumer purchasing power and spending patterns • Industrial economies are richer markets • Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society Copyright © 2003 Prentice-Hall, Inc. The Company’s Macroenvironment Technological & Natural Environment Technological environment is the most dramatic force in changing the marketplace Creates new products and opportunities Safety of new product always a concern Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends & Shortages of raw materials Copyright © 2003 Prentice-Hall, Inc. The Company’s Macroenvironment Cultural Environment Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviours Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe Copyright © 2003 Prentice-Hall, Inc. Responding to the Marketing Environment Views on Responding Uncontrollable • React and adapt to forces in the environment Proactive Reactive • Aggressive actions to affect forces in the environment • Watching and reacting to forces in the environment Copyright © 2003 Prentice-Hall, Inc. Importance of environmental scanning • The environment is continually changing, so purposeful scanning by management is necessary to keep abreast of change • Scanning is necessary to determine which factors in the environment pose a threat to the enterprise’s present goals and strategy • Scanning is also necessary to determine which factors in the environment present opportunities for the more effective attainment of the goals of the enterprise by modifying its present strategy • Enterprises that scan the environment systematically are more successful than those that do not. Copyright © 2003 Prentice-Hall, Inc.