3

Gathering Information and

Scanning the Environment

Marketing Management
A South Asian Perspective, 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?
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 MIS (Marketing Information system)Systems Provide
Information on Buyer Preferences and Behavior:
Dupont’s Pillow Study

Pillow Segments
• 23% - stackers
• 20% - plumpers
• 16% - rollers or folders
• 16% - cuddlers
• 10% - smashers

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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.

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 Table 3.1 Information Needs Probes(pillar)

• 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?
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 Internal Records and
Marketing Intelligence
Sales
Order-to-Payment
Information
Cycle
System
Databases, Marketing
Warehousing, Intelligence
Data Mining System
Marketing intelligence is to study customers insights and market insights and
Information about what going on in the market.
Ex. Camae (P&g) and Dove(HLL) compitation in market….

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 Steps to Improve Marketing Intelligence

Train and motivate the 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

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 Table 3.2
Secondary Commercial Data Sources

AC Nielsen – TAM Media

ORG MARG Research

Euromonitor
CMIE
International

NCAER Gallup Pakistan

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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

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 Needs and Trends

Fad

Trend

Megatrend

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 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

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 Environmental Forces need to be considered
during Marketing

Demographic

Political-Legal Economic

Technological Socio-Cultural

Natural

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 Population and Demographics

• Population growth • Educational groups

• Population age mix • Household patterns
• Ethnic markets • Geographical shifts

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 Mobilink-Disney
D 100 Mobile
Phone

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 Population Age Groups

65+
40-65

25-40
Teens
School-age
Preschool
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 Household Patterns

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 Economic Environment
• Income Distribution
• Savings, Debt, and
Credit

• Levi’s has responded to

changes in income
distribution by offering
an upscale line and a
mass market line

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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

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 Islamic Banking: Reflecting
Religious and Cultural Sensitivities
• Consistent with principles of Islamic Laws
(Shariah)
• Prohibits investing in business that are considered
unlawful
• Growth is due to disenchantment with value-
neutral capitalist and socialist financial systems
• Popular in Pakistan and Bangladesh,
• National and international banks want to start
Islamic banking in India

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 Cartoon Network’s New
Generation Survey

• Achieving good grades at school – all respondents

• Looking good – 90% of respondents
• Being religious/traditional – 84% of respondents
• Having boyfriend/girlfriend – 40% of respondents
• Career aspirations – One-third wanted to be
doctor, 21% of wanted to be engineer

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 Natural Environment

Shortage of
raw materials

Increased
energy costs

Anti-pollution
pressures

Governmental
protections
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 Toyota Experienced Success
with Green Cars

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 Figure 3.1 Consumer
Environmental Segments

True Blue Greens (30%)

Greenback Greens (10%)

Sprouts (26%)

Grousers (15%)

Apathetics (18%)
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 Keys to Avoiding
Green Marketing Myopia

• Consumer Value Positioning

• Calibration of Consumer Knowledge
• Credibility of Product Claims

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 Technological Environment

Pace of change

Opportunities
for innovation

Varying R&D
budgets

Increased regulation
of change

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 Political-Legal Environment

Increase in
business legislation

Growth of special
interest groups

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 Marketing Debate
 Is consumer behavior more a function
of a person’s age or generation?

Take a position:
5. Age differences are fundamentally
more important than cohort effects.
or
2. Cohort effects can dominate age
differences.
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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?

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