Kotler03_basic_Marketing management课件.ppt

MARKETING MANAGEMENT12th edition 3 Gathering Information and Scanning the Environment 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? Chapter Questions_2 What are the key methods for tracking and identifying opportunities in the macroenvironment? What are some important macroenvironment developments? 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? Internal Records Order-to-Payment Cycle Sales Information System Databases, Warehousing, Data mining Marketing Intelligence System 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 Needs and Trends 10 Megatrends Shaping the Consumer Landscape 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 Environmental Forces Demographic Economic Socio-Cultural Natural Technological Political-Legal Population and Demographics Size Growth rate Age distribution Ethnic mix Educational levels Household patterns Regional characteristics Movement Economic Environment Types of Industrial Structures Industrial economies Industrializing economies Raw-material exporting economies Subsistence economies Social-Cultural Environment Views of themselves Views of others Views of organizations View