Marketing Management basic

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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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Nội dung Text: Marketing Management basic

Marketing Management Part 2: Gathering Information and Scanning the Environment & Co duc g Conducting Marketing Research e g ese c and Forecasting Demand
Chapter 3 p Gathering Information and Scanning the E i S i th Environment t
Content • 1. Modern Marketing Information System • 2. Internal Records and Marketing Intelligence • 3. Analyzing the Macro-environment • 4. The Demographic Environment
1. What is a Marketing I f M k ti Information System (MIS)? ti S t A marketing information system consists of people, equipment, and p ocedu es gather, sort, analyze, procedures to gat e , so t, a a y e, evaluate, and distribute needed, timely, and accurate information to d ccu e o o o marketing decision makers.
2. Internal Records and Marketing Intelligence I t lli • Order to payment Order-to-payment cycle • Sales information system • Databases, warehousing, data mining D t b h i d t i i • Marketing intelligence system
Steps to Improve Marketing Intelligence p p g g • Train sales force to scan for new developments • Motivate channel members to share intelligence • Network externally • Utilize a customer advisory panel • Utilize Utili government data sources td t • Collect customer feedback online • Purchase i f h information i
Sources of Competitive Information p • Independent customer goods and service p g review forums • Distributor or sales agent feedback sites • Combination sites offering customer reviews and expert opinions • Customer complaint sites • Public blogs
3. Analyzing the Macro-environment 3.1. Needs and Trends • Fads: "unpredictable, short-lived, and without social, economic social economic, and political significance " significance." • Trends: A trend reveals the shape of the future and provides many opportunities. f d id ii • Megatrends: "large social, economic, political and technological changes [that] are slow to form, and once in place, they influence us for some time between seven and ten time— years, or longer."
10 Keys Customer Insights: Robert Shieffer
3.2. Trends Shaping the Business Landscape L d • Profound shifts in • Increase in demand for centers of economic natural resources activity • Emergence of new • Increases in public public- global industry sector activity structures • Change in consumer • Ubiquitous access to landscape information • Technological • Management shifts from connectivity art to science • Scarcity of well-trained • Increase in scrutiny of talent big business practices g p
• The Power of Spirituality. In turbulent times, we look within; 78 percent seek more Spirit. Meditation and yoga soar. Divine Presence spills into business. “Spiritual” CEOs as well as senior executives from Redken and Hewlett-Packard (HP) transform their ll i i f R dk dH l P k d f h i companies. • The Dawn of Conscious Capitalism. Top companies and leading CEOs are re- inventing free enterprise to honor stakeholders and shareholders. Will it make the world a better place? Yes. Will it earn more money? That’s the surprising part: Study after study shows the corporate good guys rack up great profits. • Leading from the Middle. The charismatic, overpaid CEO is fading fast. Experts now say “ordinary” managers, like HP’s Barbara Waugh, forge lasting change. How do they y y g , g , g g g y do it? Values, influence, moral authority. • Spirituality in Business is springing up all over. Half speak of faith at work. Eileen Fisher, Medtronic win “Spirit at Work” awards. Ford, Intel and other firms sponsor employee based employee-based religious networks. Each month San Francisco s Chamber of networks Francisco’s Commerce sponsors a “spiritual” brown bag lunch. • The Values-Driven Consumer. Conscious Consumers, who’ve fled the mass market, are a multi-billion-dollar “niche.” Whether buying hybrid cars, green building supplies or organic food they vote with their values. So, brands that embody positive values will food, values So attract them. • The Wave of Conscious Solutions. Coming to a firm near you: Vision Quest. Meditation. Forgiveness Training. HeartMath. They sound touchy-feely, but conscious business pioneers are tracking results that will blow your socks off. b i i t ki lt th t ill bl k ff • The Socially Responsible Investment Boom. Today’s stock portfolios are green in more ways than one. Where should you invest?
4. Environmental Forces • Demographic • Economic • Socio-cultural S i lt l • Natural • Technological • Political-legal g
4.1. Population and Demographics p g p • Population g p growth • Educational groups g p • Population age mix • Household patterns • Ethnic markets t c a ets • Geographical shifts Geog ap ca s ts
4.2. Economic Environment • Income Distribution • Savings, Debt, and Credit
4.3. Social-Cultural Environment • Views of themselves • Views of others • Views of organizations Vi f i ti • Views of society: preserver, taker, maker, changer, escaper h • Views of nature • Views of the universe
Values What are Personal Values? Personal Values are: “The things that act as the guiding principles in your life and give meaning to your life” or Whatever is important to you Rene Magritte: “Personal Values” Magritte Val es”
World Top Ten Values Top 10 Personal Values Top 10 Personal Values (China) Protecting the family Protecting the family Honesty Stable personal relationships Health and fitness Social stability Self-esteem Self esteem Respecting ancestors Self-reliance Honesty Justice Health and fitness Freedom Friendship Friendship Self-reliance Knowledge Freedom Learning Enjoying life Source: Robert Report
Values Map p Fun People Romance Stab p rel Endur love Friendship Pleasure Sex Having fun Enjoying life Adventure Music Freedom Excitement Curiosity Open-mind E lit Equality Leisure A varied life Soc tol Live for today Creativity Pers supp Nature Helpful Individ. Authenticity Internat. Self-rel. Learning Justice Look good Self-est. Soc stab. Environm. Fulfill work Family Honesty H Soc Resp Youthful Courage Persever. Spirituality Knowledge Wisdom Beauty Simplicity Health & fit Mat Security Enterprising Order Thrift Modesty Duty Ambition Public Image Faith Wealth Resp. anc. Tradition Power Tradition Power Obedience Status Trad. gend r.
Values are Grouped into Six Segments p g Proponents of social Committed to learning causes and issues and technology Focusing on excitement, Valuing faith, tradition, duty, recreation, and enjoyment & respect for elders Ambitious, status-conscious, Ambitious status conscious Concerned with family home, family, home power-seeking and personal relationships
Values Map p Romance Stab p rel Endur love Friendship Pleasure Sex Having fun Enjoying life Adventure Music Freedom Excitement Curiosity Open-mind Equality E lit Leisure A varied life Soc tol Live for today Creativity Pers supp Nature Helpful Individ. Authenticity Internat. Self-rel. Learning Justice Look good Self-est. Soc stab. Environm. Fulfill work Family Honesty Soc Resp Youthful Courage Persever. Spirituality Knowledge Wisdom Beauty Simplicity Mat Security Order Thrift Modesty Duty Ambition Public Image Faith Wealth Resp. anc. Tradition Power Obedience Status Trad. gend r.