Gathering Ination and Scanning the Environment.ppt

1、MARKETING MANAGEMENT12th edition,3 Gathering Information and Scanning the Environment,KotlerKeller,3-2,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?,3-3,Chapter Questions_2,

2、What are the key methods for tracking and identifying opportunities in the macroenvironment? What are some important macroenvironment developments?,3-4,MIS Probes for Information,What decisions do you regularly make? What information do you need to make these decisions? What information do you regul

3、arly 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?,3-5,Internal Records,Order-to-Payment Cycle Sales Information System D

4、atabases, Warehousing, Data mining Marketing Intelligence System,3-6,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

5、 customer feedback online,3-7,Needs and Trends,Fad,Trend,Megatrend,3-8,10 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 g

6、eographic differences Changing age structure,3-9,Environmental Forces,Demographic Economic Socio-Cultural Natural Technological Political-Legal,3-10,Population and Demographics,Size Growth rate Age distribution Ethnic mix Educational levels,Household patterns Regional characteristics Movement,3-11,E

7、conomic Environment,Purchasing Power Income Distribution Savings Rate Debt Credit Availability,3-12,Types of Industrial Structures,Industrial economies Industrializing economies Raw-material exporting economies Subsistence economies,3-13,Social-Cultural Environment,Views of themselves Views of other

8、s Views of organizations Views of society Views of nature Views of the universe,3-14,Natural Environment,Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections,3-15,Technological Environment,Pace of change Opportunities for innovation Varying R&D budgets I

9、ncreased regulation of change,MARKETING MANAGEMENT12th edition,4 Conducting Marketing Research and Forecasting Demand,KotlerKeller,3-17,Chapter Questions,What constitutes good marketing research? What are good metrics for measuring marketing productivity? How can marketers assess their return on inv

10、estment of marketing expenditures? How can companies more accurately measure and forecast demand?,3-18,Marketing Research Defined,Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.,3-19,Types of Marketing Research

11、Firms,Syndicated Custom Specialty-line,3-20,The Marketing Research Process,Define the problem Develop the research plan Collect information Analyze information Present findings Make decision,3-21,Step 1,Define the problem Specify decision alternatives State research objectives,3-22,Step 2,Data sourc

12、es Research approach Research instruments Sampling plan Contact methods,3-23,Research Approaches,Observation Focus group Survey Behavioral Data Experimentation,3-24,Research Instruments,Questionnaires Qualitative Measures Mechanical Devices,3-25,Avoid negatives Avoid hypotheticals Avoid words that c

13、ould be misheard Use response bands Use mutually exclusive categories Allow for “other” in fixed response questions,Questionnaire Dos and Donts,Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Avoid sophisticated words Avoid ambiguous words,3-26,Question T

14、ypes - Dichotomous,In arranging this trip, did you contact American Airlines? Yes No,3-27,Question Types Multiple Choice,With whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group,3-28,Question Types Likert

15、Scale,Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree,3-29,Question Types Semantic Differential,American Airlines Large .Small Experienced.Inexperie

16、nced Modern.Old-fashioned,3-30,Question Types Importance Scale,Airline food service is _ to me. Extremely important Very important Somewhat important Not very important Not at all important,3-31,Question Types Rating Scale,American Airlines food service is _. Excellent Very good Good Fair Poor,3-32,Question Types Intention to Buy Scale,How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy,3-33,Question Types Completely Unstructured,What is your opinion of American Airlin