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MARKETING MANAGEMENT 12 th edition

MARKETING MANAGEMENT 12 th edition. 3 Gathering Information and Scanning the Environment. Kotler Keller. Chapter Questions_1. What are the components of a modern marketing information system? What are useful internal records?

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MARKETING MANAGEMENT 12 th edition

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  1. MARKETING MANAGEMENT12th edition 3 Gathering Information and Scanning the Environment Kotler Keller

  2. Chapter Questions_1 • What are the components of a modern marketing information system? • What are useful internal records? • What is involved in a marketing intelligence system?

  3. Chapter Questions_2 • What are the key methods for tracking and identifying opportunities in the macroenvironment? • What are some important macroenvironment developments?

  4. MIS Probes for Information • 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?

  5. Internal Records • Order-to-Payment Cycle • Sales Information System • Databases, Warehousing, Data mining • Marketing Intelligence System

  6. Steps to Improve Marketing Intelligence • Train and motivate sales force • Motivate channel members to share intelligence • Network externally • Utilize customer advisory panel • Utilize government data resources • Purchase information • Collect customer feedback online

  7. Needs and Trends Fad Trend Megatrend

  8. Aging boomers Delayed retirement Changing nature of work Greater educational attainment Labor shortages Increased immigration Rising Hispanic influence Shifting birth trends Widening geographic differences Changing age structure 10 Megatrends Shaping the Consumer Landscape

  9. Environmental Forces • Demographic • Economic • Socio-Cultural • Natural • Technological • Political-Legal

  10. Size Growth rate Age distribution Ethnic mix Educational levels Household patterns Regional characteristics Movement Population and Demographics

  11. Economic Environment • Purchasing Power • Income Distribution • Savings Rate • Debt • Credit Availability

  12. Types of Industrial Structures • Industrial economies • Industrializing economies • Raw-material exporting economies • Subsistence economies

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

  14. Natural Environment • Shortage of raw materials • Increased energy costs • Anti-pollution pressures • Governmental protections

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

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