full lecture of marketing management unite 2

Chapter IIGathering Information and Scanning The

Environment ការប្�មូ�លព័ត៌�មានន�ងវិ �ភាគរកប្រ �ស្ថា� ននេះន�

In this chapter, we will address the following issues:ក��ងជំ�ព័�កនេះន�នេះ��ងន�ងនេះ �ស្��ប្ញ្ហា# ដូ�ចខាងក�មូ: 1.Components of a Modern Marketing Information System

ស្មាស្ភាគនៃនប្�ព័ន*ព័ត៌�មានទី�ផ្សា-រទី�នេះន�ប្2. Internal Records and Marketing Intelligence

ក�ណត៌/ត៌�ផ្សា�ក��ងន�ងទី�ផ្សា-រនៃវិឆ្លា1 ត៌3. Putting Data to Work with Business Integration Software

ការ ក/ទី�ន�ន�នេះដូ�មូ2�នេះ34�ការជាមូ6�កមូ7វិ �3�ស្មាហរណកមូ7ពាណ� ជំ:កមូ74. Analysing the Macroenvironment

វិ �ភាគ Macroenvironment នេះន�5. The Demographic Environment

ការប្�ជាស្ថាស្�ត៌ប្រ �ស្ថា� ន6. Other Major Macroenvironments

ជំ�នាញផ្សា�ងនេះទី=ត៌Macroenvironments 2

Components of A Modern Marketing Information System ស្មាស្ភាគនៃនប្�ព័ន*ព័ត៌�មានទី�ផ្សា-រទី�នេះន�ប្មូ6� The major responsibility for identifying significant marketplace changes falls to the

company’s marketers. ការទីទី6លខុ�ស្ត៌�វិដូ?ស្�ខាន/មូ6�ក��ងការក�ណត៌/ការផ្លា1 ស្/ប្A�រទី�ផ្សា-រដូ?ស្�ខាន/បានធ្លា1 ក/នេះDកាន/អ្ន�កទី�ផ្សា-ររប្ស្/ក�មូហF�ន។ They must be the trend trackers and opportunity seekers.ព័6កនេះគត៌�វិតែត៌ជាកមូ7វិ �3�តាមូ នន�នា� ការន�ងការស្�ងរកឱកាស្។ Marketers have two advantages: they have disciplined methods for collecting

information and they also spend more time interacting with customers and observing competition.

ទី�ផ្សា-រមានស្ថារKប្�នេះLជំនMជាព័�រ: ព័6កនេះគបានលត៌/ដូ�វិ �3�ស្ថាស្�ត៌ស្មូ�ប្/ការប្�មូ�លព័ត៌�មាននេះហ��ព័6កនេះគក?បានច�ណា�នេះព័លនេះវិលាជាច�ននេះទី=ត៌ប្�ស្��ទាក/ទីងជាមូ6�អ្នត៌�ថិ�ជំនន�ងការស្ង�ត៌ការប្�ក6ត៌ប្�តែជំង។

3Lecturer: Yann Phary, PhD Candidate

Components of A Modern Marketing Information System (Con’t) ស្មាស្ភាគនៃនប្�ព័ន*ព័ត៌�មានទី�ផ្សា-រទី�នេះន�ប្មូ6�

WHY Creating Marketing Information System (MIS)? មូ�លនេះហត៌�តែដូលប្នេះងR�ត៌ប្�ព័ន*ព័ត៌�មានទី�ផ្សា-រ(MIS)?

Every firm must organize and distribute a continuous flow of information to its marketing managers. ក�មូហF�នត៌�វិតែត៌ជានេះរ=ងរាល/នេះរ=ប្ច�ន�ងតែចកចា�ប្នAមូ6�នៃនល�ហ�រព័ត៌�មានដូល/អ្ន�កចាត៌/ការទី�នេះDទី�ផ្សា-ររប្ស្/ខុ16ន។ Marketing Information System (MIS) is designed to meet the manager’s information needs of the company. ប្�ព័ន*ព័ត៌�មានទី�ផ្សា-រ(MIS) ត៌�វិបានប្នេះងR�ត៌នេះW�ងនេះដូ�មូ2�ប្�នេះព័ញត៌មូ�វិការអ្ន�កគ�ប្/គ�ងព័ត៌�មានរប្ស្/

ក�មូហF�ននេះន�។ 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. ប្�ព័ន*ព័ត៌�មានទី�ផ្សា-រ(ស្ថាលាអ្ននAរជាត៌�មូY�តែZ) មានមូន�ស្[ឧប្ករណM ន�ងន�ត៌�វិ �3�ក��ងការប្�មូ�លផ្សា]��, ការត៌មូ�ប្វិ �ភាគវា�ត៌មូ�ន�ងតែចកចា�ត៌�វិការទាន/នេះព័លនេះវិលាន�ងព័ត៌�មានត៌�មូត៌�វិដូល/អ្ន�កនេះ34�នេះស្ចកA�ស្មូ�ចច�ត៌Aទី�ផ្សា-រ។ A marketing information system is developed from internal company records, marketing intelligence activities, and marketing research. ប្�ព័ន*ព័ត៌�មានទី�ផ្សា-រត៌�វិបានប្នេះងR�ត៌ព័�ក�ណត៌/ត៌�ផ្សា�ក��ងក�មូហF�នស្កមូ7ភាព័នេះស្��ប្ការណM ទី�ផ្សា-រន�ងការស្�វិជំ�វិទី�ផ្សា-រ។

4

Components of A Modern Marketing Information System (Con’t)

MIS has three components: MIS មានស្មាស្ភាគប្�:Internal records system: included information on the order-to-payment cycle and sales reporting systems ក�ណត៌/ត៌�ផ្សា�ក��ងប្�ព័ន*: រ 6មូប្ញ្ចូb�លព័ត៌�មានស្A�ព័�វិដូAនេះដូ�មូ2�នេះDទី�ទាត៌/ន�ងការលក/រា�ការណM ប្�ព័ន*Marketing intelligence system: is a set of procedures and sources used by managers to obtain everyday information about pertinent development in the marketing environment ប្�ព័ន*នេះស្��ប្ការណM ស្មាc ត៌/ទី�ផ្សា-រ: គdជាស្�ណ�� នៃនន�ត៌�វិ �3�ន�ងប្�ភព័ប្�ប្�ស្/នេះ �អ្ន�កចាត៌/ការទី�នេះDជានេះរ=ងរាល/ថិ�នេះដូ�មូ2�ទីទី6លបានព័ត៌�មានអ្ន�ព័�ការអ្នភ�វិZfពាក/ព័ន*នេះgក��ងប្រ �ស្ថា� នទី�ផ្សា-រមូ6�Marketing research system: allows for the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation. ប្�ព័ន*ការស្�វិជំ�វិទី�ផ្សា-រ: អ្នន�ញ្ហាh ត៌ឱiមានការរចនាជាប្�ព័ន*ការប្�មូ�លវិ�ភាគន�ងនេះ34�របា�ការណM ទី�ន�ន�ន�ងការរកនេះj�ញតែដូលទាក/ទីងនេះDន�ងស្ថា� នភាព័ទី�ផ្សា-រមូ6�ជាក/លាក/។

5

Components of A Modern Marketing Information System (Con’t)

HOW to Create Marketing Information System (MIS)? របៀ��បៀ��ត�ព័�ន្ធ�ព័�ត�មាន្ធទី�ផ្សា�រ (MIS) Information Needs Probes: ព័ត�មាន្ធទាមទារការបៀ��អ�ត:1.What decisions do you regularly make? នេះត៌�អ្ន4�នេះDជាការស្មូ�ចច�ត៌Aមូ�ននេះទី=ងទាត៌/នេះ34�ឱiអ្ន�ក? 2.What information do you need to make these decisions? នេះត៌�អ្ន�កត៌�វិការអ្ន4�តែដូលព័ត៌�មាននេះដូ�មូ2�នេះ34�ការស្មូ�ចច�ត៌Aទា�ងអ្នស្/នេះន�? 3.What information do you regularly get? អ្ន4�តែដូលព័ត៌�មានមូ�ននេះទី=ងទាត៌/តែដូលអ្ន�កទីទី6លបាន? 4.What special studies do you periodically request? នេះត៌�អ្ន4�នេះDជាការស្�ក-ជាព័�នេះស្ស្មូ�ននេះទី=ងទាត៌/តែដូលអ្ន�កនេះស្��?5.what information would you want that you are not getting now? អ្ន4�តែដូលព័ត៌�មានតែដូលអ្ន�កន�ងចង/ថាអ្ន�កមូ�នត៌�វិបានទីទី6លបាននេះgនេះព័លនេះន�?6.What information would you want daily? Weekly? Monthly? Yearly? នេះត៌�អ្ន4�នេះDជាព័ត៌�មានតែដូលអ្ន�កចង/ជានេះរ=ងរាល/ថិ�? ប្�ចា�ស្ប្តាA ហM? ប្�ចា�តែខុ? ប្�ចា�ឆ្លា� �?7.What magazines and trade reports would you like to see on a regular basis? នេះត៌�អ្ន4�នេះDជាទីស្[នាវិដូA�ន�ងរបា�ការណM ពាណ� ជំ:កមូ7តែដូលអ្ន�កចង/នេះj�ញនេះgនេះល�មូ�ល m ន3មូ7តាតែដូរឬនេះទី? 8.What topic would you like to be kept informed of? នេះត៌�អ្ន4�នេះDជាប្�ធ្លានប្ទីតែដូលអ្ន�កចង/ត៌�វិបានរក-ទី�កដូ�ណ� ងអ្ន�ព័�ការ?9.What data analysis programs would you want? នេះត៌�អ្ន4�នេះDជាទី�ន�ន�ការវិ �ភាគកមូ7វិ �3�តែដូលអ្ន�កន�ងចង/បាន?10.What are the four most helpful improvements that could be made in the present marketing information system?នេះត៌�អ្ន4�ជាការរ oកចមូ�នដូ?មានប្�នេះLជំនMច�នប្�ផ្សា�ត៌ច�ន6នប្6នតែដូលអាចត៌�វិបាននេះ34�នេះW�ងនេះgក��ងប្�ព័ន*ព័ត៌�មានទី�ផ្សា-រប្ចb�ប្2ន�មានអ្ន4�ខុ1�? 6

Internal Records and Marketing Intelligenceក�ណត៌/ត៌�ផ្សា�ក��ងន�ងទី�ផ្សា-រនៃវិឆ្លា1 ត៌

Internal Records:ក�ណត៌/ត៌�ខាងក��ង:Internal records are known as internal reports on orders, sales, prices, costs, inventory levels, receivables, payables, and so on, used by the marketing managers to analyze in order to spot the important opportunities and problems.

ក�ណត៌/ត៌�ផ្សា�ក��ងត៌�វិបាននេះគស្ថាq ល/ថាជារបា�ការណM ផ្សា�ក��ងនេះgនេះល�ការប្ញ្ហា: ទី�ញ, លក/ថិ�ច�ណា�នេះល�ការកមូ�ត៌ស្ថារនេះព័�ភណr , ទីទី6ល, ប្ង/នេះហ��ដូ�ច�នេះgនេះល�ត៌�វិបានប្�នេះ �កមូ7វិ �3�គ�ប្/គ�ងទី�ផ្សា-រនេះដូ�មូ2�វិ �ភាគនេះgក��ងនេះsលប្�ណងនេះដូ�មូ2� ក/ឱកាស្ន�ងប្ញ្ហា# ដូ?ស្�ខាន/នេះន�។The internal records can be used as Databases, Data Warehousing, and Data Mining បានកត៌/ត៌�ផ្សា�ក��ងអាចត៌�វិបានប្�ជាមូ�ល m នទី�ន�ន�ទី�ន�ន�ឃ្លាំ1 �ងន�ងតែរ uទី�ន�ន�។


Internal Records and Marketing Intelligence (Con’t)

The Market Intelligence System:

The internal records system supplies results data, but the marketing intelligence system supplies happening data.

A marketing intelligence system is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

Marketing managers collect marketing intelligence by: reading books, newspapers, and trade publications; talking to customers, suppliers, and distributors; and meeting with other company managers.


Internal Records and Marketing Intelligence (Con’t)

Steps to improve the quality of marketing intelligence:

Training and motivating sales force to spot and report new developments

Motivating distributors, retailers, and other intermediaries to pass along important intelligence

Networking externally

Setting up a customer advisory panel

Taking advantage of government data resources

Purchasing information from outside suppliers

Using online customer feedback systems to collect competitive intelligence


Analyzing the Macroenvironment (Con’t)

By analyzing the macroenvironment, successful companies recognize and respond profitably to unmet needs and trends.

Needs and Trends

Enterprising individuals and companies manage to create new solutions to unmet needs. Companies could make a fortune if they could solve any of the existing problem: a cure for cancer, chemical cures for mental diseases, tasty nutritious food, and affordable housing etc.

Trend: is a direction or sequence of events that has some momentum and durability. Trends are predictable and durable. A trend reveals the shape of the future and provides many opportunities.


Analyzing the Macroenvironment (Con’t)

Identifying the Major Forces

Macroenvironment of forces and trends shape opportunities and pose threats. These forces represent “noncontrollables”, which the company must monitor and to which it must respond. In the economic arena, companies and consumers are increasingly affected by global forces.

Within the rapidly changing global picture, the firm must monitor six major forces: demographic, economic, social-cultural, natural, technological, and political.


The Demographic Environment (Con’t)

The main demographic force that marketers monitor is population, because people make up markets

Marketers are keenly interested in the size and growth rate of: population in cities, regions, and nations; age distribution and ethnic mix; educational levels; household pattern; and regional characteristics and movement.


Worldwide population growth: explosive population growth has major implications for business. A growing population does not mean growing markets unless these markets have sufficient purchasing power.

Population Age Mix: Normal population vary in their age mix. A population can be subdivided into six age groups: preschool, school-age children, teens, young adults age 25 to 40, middle-aged adults age 40 to 65, and older adults age 65 and up.

Ethnic and other markets: Countries also vary in ethnic and racial makeup. Ethnic groups have certain specific wants and buying habits. Yet marketers must be careful not to overgeneralize about ethnic groups. Within each ethnic group are consumers who are quite different from each other especially in Asian market.



Educational groups: the population in any society falls into five educational groups: illiterates, high school dropouts, high school diplomas, college degrees, and professional degrees.

Household patterns: the “traditional household” consists of a husband, wife, and children (and sometimes grandparents). Yet, the current society is different as the household is “diverse” or “non-tradition”, includes single live-alones, adult live-togethers of one or both sexes, single-parent families, childless married couples, and empty nester. More people are divorcing or separating, choosing not to marry, marrying later, or marrying without the intention to have children. Each group has distinctive set of needs and buying habits.

Geographical shifts in population: this is a period of great migratory movements between and within countries. Location makes difference in goods and services preferences. Marketers also look at where consumers are gathering.



Other Major Macroenvironments

1. Economic Environment:

Markets require purchasing power as well as people. The available purchasing power in an economy depends on current income, prices, savings, debt, and credit availability.

Marketers must pay careful attention to trends affecting purchasing power because they can have a strong impact on business, especially for companies whose products are geared to high-income and price-sensitive consumers.

2. Social-cultural Environment:

Society shapes the beliefs and values that largely define people’s tastes and preferences.


Other Major Macroenvironments (Con’t)

3. Natural Environment:

The deterioration of natural environment is a major global concerns.

New regulations hit certain industries very hard.

Marketers need to be aware of the threats and opportunities associated with four trends in the natural environment: the shortage of raw materials, especially water; the increased cost of energy; increased pollution levels; and the changing role of governments.

4. Technological Environment:

Every new technology is a force for “creative destruction”. Instead of moving into the new technologies, many old industries fought or ignored them, and their business declined.

The marketers should monitor the following trends in technology: the pace of change, the opportunities for innovation, varying R&D budgets, and increased regulation.


5. Political-Legal Environment:Marketing decisions are strongly affected by developments in the political and legal environment. This environment is composed of laws, government agencies, and pressure groups that influence and limit various organizations and individuals. Sometimes these laws also create new opportunities for business.


Other Major Macroenvironments (Con’t)

Summary

To carry out their analysis, planning, implementation, and control responsibilities, marketing managers need a marketing information system (MIS). The role of MIS is to assess the manager’s information needs, develop the needed information, and distribute that information in a timely manner.

An MIS has three components: (a) an internal records system, which included information on the order-to-payment cycle and sales reporting systems; (b) a marketing intelligence system, a set of procedures and sources used by managers to obtain everyday information about pertinent development in the marketing environment; and (c) a marketing research system that allows for the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation.


Summary (Con’t)

Within the rapidly changing global picture, marketers must monitor six major environmental forces: demographic, economic, social-cultural, natural, technological, and political-legal.

In the demographic environment, marketers must be aware of worldwide population growth; changing mixes of age, ethnic composition, and educational levels; the rise of non-traditional families; and large geographic shifts in population.


full lecture of marketing management unite 2

Business

marketing managers

marketing environment

marketing research system

everyday information

accurate information

managers information

market intelligence

specific marketing situation