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MARKETING MANAGEMENT 12 th edition

MARKETING MANAGEMENT 12 th edition. 3 Gathering Information and Scanning the Environment. Kotler Keller. 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?

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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. 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?

  3. Internal Records Order-to-Payment Cycle Sales Information System Databases, Warehousing, Data Mining Marketing Intelligence System

  4. Table 3.2 Secondary Commercial Data Sources Nielsen SAMI/Burke MRCA Simmons Information Resources, Inc. Arbitron

  5. Needs and Trends Fad Trend Megatrend

  6. 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

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

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

  9. Population Age Groups 65+ 40-65 25-40 Teens School-age Preschool

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

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

  12. Walking Gardening Swimming Photography Bicycling Fishing Bowling Camping Jogging Free weights Golf Continuing education Table 3.4 Most Popular American Leisure Activities

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

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

  15. Political-Legal Environment Increase in business legislation Growth of special interest groups

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