Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Advertising campaign wikipedia , lookup
Marketing strategy wikipedia , lookup
Viral marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Global marketing wikipedia , lookup
Green marketing wikipedia , lookup
LECTURE 3 GATHERING INFORMATION AND SCANNING THE ENVIRONMENT MBA 649 : Marketing Management M Wahidul Islam Fall 2014 MARKETING INFORMATION SYSTEM (MIS)? 3-2 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall WHAT IS A What 3-3 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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall TABLE 3.1 INFORMATION NEEDS PROBES cycle Sales information system Databases, warehousing, data mining Marketing intelligence system 3-4 Order-to-payment Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall INTERNAL RECORDS AND MARKETING INTELLIGENCE 3-5 Marketing Intelligence System is a set of procedures and sources that manger use to obtain everyday information about developments in marketing environment. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall MARKETING INTELLIGENCE SYSTEM sales force to scan for new developments Motivate channel members to share intelligence Network externally Utilize a customer advisory panel Utilize government data sources Collect customer feedback online Purchase information 3-6 Train Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall STEPS TO IMPROVE MARKETING INTELLIGENCE 3-7 Nielsen MRCA Information Resources SAMI/Burke Simmons Arbitron Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall SECONDARY COMMERCIAL DATA SOURCES 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 3-8 Independent Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall SOURCES OF COMPETITIVE INFORMATION NEEDS AND TRENDS Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-9 Fads Trends Megatrends 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 3-10 Profound shifts in centers of economic activity Increases in publicsector activity Change in consumer landscape Technological connectivity Scarcity of welltrained talent Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall TRENDS SHAPING THE BUSINESS LANDSCAPE ENVIRONMENTAL FORCES Demographic Socio-cultural Natural Technological Political-legal Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-11 Economic Educational groups Household patterns Geographical shifts 3-12 Population growth Population age mix Ethnic markets Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall POPULATION AND DEMOGRAPHICS ECONOMIC ENVIRONMENT Income Distribution Savings, Debt, and Credit Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-13 3-14 Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall SOCIAL-CULTURAL ENVIRONMENT 3-15 Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall NATURAL ENVIRONMENT 3-16 Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall TECHNOLOGICAL ENVIRONMENT REFERENCES Chapter 3 – Scanning the marketing environment, forecasting demand and conducting marketing research Kotler, Philip, Keller, Kevin L., Koshy, Abraham and Jha, Mithileshwar (2013-14) Marketing Management: A South Asian Perspective (14thEdition) Pearson Education Inc