04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Marketing ManagementMBA CP 205
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Learning objectives:
• Know what are the components of a modern marketing information system.
• Know what are useful internal records. • Know what is involved with a marketing intelligence
system.• Know what are the key methods for tracking and
identifying opportunities in the macro environment.• Know what are some important macro environment
developments.
Gathering information and Scanning the Environment
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Marketing Information System
A Marketing Information System (MIS) consists of people, equipment, and procedures
to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information
to marketing decision makers.
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
MIS is developed from ….
Internal company records
Marketing Research
Marketing Intelligence
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Internal company records
Order-to-PaymentCycle
Databases,Warehousing, Data Mining
MarketingIntelligence
System
Sales Information
System
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Marketing Intelligence System
A marketing intelligence system is a set of procedures and sources
manager use to obtain everyday information about
developments in the marketing environment.
Gathering information and Scanning the Environment
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Steps to improve quality of marketing intelligence
Motivate channel members to share intelligenceMotivate channel members to share intelligence
Train sales force to scan for new developmentsTrain sales force to scan for new developments
Network externallyNetwork externally
Utilize a customer advisory panelUtilize a customer advisory panel
Utilize government data resourcesUtilize government data resources
Purchase information from outside suppliers
Purchase information from outside suppliers
Collect customer feedback onlineCollect customer feedback online
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Analyzing the Macro-environment
Needs and Trends
Fad
Trend
Megatrend
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Identifying Environmental forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Population and demographics
Size Growth rate Age
distribution Ethnic mix Educational
levels
Household patterns
Regional characteristics
Movement
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
All figures in million
Source: The Marketing White book 2007-08, Business World
318
105 100
523
0
100
200
300
400
500
600
Urban population2005
Net births Net migration Urban population2025
Urban population growth
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
• The size and growth rate of India’s population provides great marketing opportunities.
• As per 2001 census, median age of Indian population is 24 years making India a young country where as there is a trend towards an aging population globally.
• Marketers need to analyze the markets carefully to find major opportunities due to rising population. Chinese example.
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Mattel markets in China.
The headline reads: “Hot wheels
Performance Tracks – Great
Varieties,Great Challenges!”
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Economic Environment
Purchasing Power
Income Distribution
Savings Rate
Debt
Credit Availability
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Classification of Income Class
Income Class Households
Estimated Population
Households
Estimated Population
The Globals(>10L) 1.2 7 5.2 30
The Strivers(5-10L) 32.5 186 75.5 432
The seekers(2-5L) 54.1 312.2 81.7 472
The Aspirers(0.9-2L)
44 253.9 20.2 117
The Deprived(<0.9L)
33 190.4 16.5 95
1995-1996
2006-2007
All figures in million
Source: The Marketing White book 2003-04, Business World
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Socio-cultural Environment
• Culture, traditions, beliefs, attitudes, values and lifestyles of the people constitute the socio-cultural environment.
• Social factors influence the products people buy, the prices they are willing to pay and how, where and when people expect to purchase products.
• With over 30 languages, over 200 mother tongues and app. 2000 dialects, India is a complex nation of cultures and sub-cultures.
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
• Diversity of languages has implications for marketing communications.
• A survey conducted by Research International in 2002 indicated significant regional differences in values, attitudes and preferences amongst Indian women.
• Based on the shopping habits of women, the study classifies them into five categories.
• These are: Liberated youngsters (13%), Modern mums (18%), Behind the times (20%), Rebellious youngsters (22%), and Orthodox mothers (27%)
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Natural Environment
Shortage of raw materials
Increasedenergy costs
Anti-pollutionpressures
Changing role ofGovernments
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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GreenDisk, a company that
Produces high – qualityRecycled disks.
Gathering information and Scanning the Environment
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Technological Environment Pace of change
Opportunitiesfor innovation
Varying R&D budgets
Increased regulationof change
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Gathering information and Scanning the Environment
Politico-Legal Environment
Increase in business legislation
Growth of specialinterest groups
04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi
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Recap:
• What are the components of a modern marketing information system.
• What are useful internal records. • What is involved with 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.
Gathering information and Scanning the Environment