how to gather information in marketing

8/10/2019 How to Gather Information in Marketing

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COMPONENTS OF A

MODERN

MARKETING INFO SYSTE


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INTERNAL RECORDMARKETING INTELLIG


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ORDER-TO-PAYMENT CYCLE


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SALES INFORMATION SYSTEMS


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SALES INFORMATION SYSTEMS


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DATABASES,

DATA WAREHOUSING, AND DATA MINING


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THE MARKETING INTELLIGENCE SYST

(M

INTERNAL

RECORDS

MIS


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-Train sales reps

-Mystery shoppers

-Network externally-Customer advisory panel

-Government data

-Outside suppliers

-Feedback systems

THE MARKETING INTELLIGENCE SYST


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ANALYZING THE

MACROENVIRONMENT


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-Successful companies recognize

respond profitably to unmet need

trends

-To help marketers spot cultural

might bring new opportunities or

several firms offer social-cultural

-We can draw distinctions among

trends, and megatrends


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FAD

TREND

MEGATREND

TRENDS AND MEG

unpredictable, short-

lived, and without social,

economic, and political

significance

a direction or sequence ofevents with momentum and

durability.

large social, eco

political, and tech

changes [that] areform, and influenc

some timebetw

and ten years, or l


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IDENTIFYING

FORCES OF C


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ENVIRONMENTAL

FORCES


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THE DEMOGRAPHENVIRONME


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Marketers are keenly interested in

the:

-Size and growth rate of populations

in cities, regions, and nations

-Age distribution and ethnic mix

-Educational levels-Household patterns

-Regional characteristics and

movements


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1. by age group

2. by cohort (marketers prefer this)

Cohorts are group of individuals who are

born during the same time period and

travel through life together.

AGE DISTRIBUTIO


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Social groups that have certain

specific wants and buying habits.

ETHNIC/RACIAL


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The five main educational groups

are:

1. illiterates2. HS dropouts

3. HS degree holders

4. college degree holders

5. professional degree holders

EDUCATIONAL G


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traditional: mother, father, children,

(grandparents)

non-traditional: single parents,

live-ins, childless married couples,

singles, etc.

HOUSEHOLD PAT


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KEY TRENDS IN

DEMOGRAPHIC ENVIR


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OTHERMACROENVIRONM

MAJOR


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ECONOMIC-Available purchasing power in an econo

depends on current income, prices, savinand credit availability

-Marketers must pay careful attention to t

affecting purchasing power


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ECONOMIC

Marketers can have a strong impact on

business especially for companies who products that are geared to high-incom

price-sensitive consumers.

4 TYPES OF


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4 TYPES OFINCOME DISTRIBUTION

1. Subsistence economies - few opportunit

marketers

2. Raw-material-exporting economies - goo

markets for equipment, tools, supplies and

goods for the rich3. Industrializing economies - new upper c

a growing middle class demand new types

4. Industrial economies - rich markets for a

good

5 DIFF IN


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5 DIFF. INDISTRIBUTION PAT

1. very low incomes

2. mostly low incomes3. very low, high incomes

4. low medium, high

incomes

5. mostly medium incomes

SAVINGS


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Consumer expenditures areaffected by savings, debts and

credit availability

SAVINGSAND CRED

SOCIO CULTU


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-shapes beliefs, values and norms that largely d

these tastes and preferences

-people absorb, almost unconsciously, a worldv

defines their

-view of themselves -view of society

-view of others -view of nature

-view of organizations -view of the universe

SOCIO-CULTU

VIEW OF THEMS


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-People vary in the relative emphasis they plac

self-gratification

-Marketers must recognize there are different gwith different views of themselves

VIEW OF THEMS

VIEW OF O


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-People want to seek their own kind,

avoid strangers and have a serious

long-lasting relationship with a fewothers

-These trends portend a growing market

for social-support products and services-They also suggest a growing market for

social surrogates like video games,

chat room and the like.

VIEW OF O

VIEW OF ORGANIZA


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-Varied attitudes toward corporations governm

agencies, trade unions and other organizations

-work seems not to be a source of satisfaction b

a required chore to earn money to enjoy their n

work hours.

-companies need to find new ways to win back

consumer and employee confidence

VIEW OF ORGANIZA

VIEW OF SO


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VIEW OF SO

VIEW OF NA


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-People vary in their attitudes toward nature.

-A long term trend has been humankinds gro

mastery of nature through technology.

VIEW OF NA

VIEW OF UN


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-Varied beliefs about the origin of the universe

their place in it

-There has been a trend to breed a countertrenindicated by a worldwide rise in religious

fundamentalism

VIEW OF UN


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-Core beliefs and values are passed on from pa

to children and are reinforced by major social

institutions (e.g. schools and governments)-Secondary beliefs and values are more open t

change

-Marketers have more chance of changing

secondary values than core values

HIGH PERSTISTE

OF CORE CULTURAL SERV


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-Each society contains subcultures, groups with

shared values emerging from their special life

experiences of circumstances

- Marketers sometimes reap unexpected rewar

in targeting subcultures

-Marketers also have always loved teenagers

because they are societys trendsetters in fashi

music, etc

EXISTENCE OFSUBCULTURE

NATURAL


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NATURAL

NATURAL


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NATURAL

-Imposing new regulations can hit certa

industries very hard-environment-friendly fuels for steel

companies

-expensive emission controls for cars

-biodegradability for soaps

prosperity + environmental protection=

NATURAL


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NATURAL

-Imposing new regulations can hit certa

NATURAL


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NATURAL-Obstacles of marketers of green sales pitch

1. overexposure and lack of credibility

2. consumer behavior

3. poor implementation

How to avoid those:

1. consumer value positioning

2. calibration of consumer

knowledge

3. credibility of product claims


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T

ECHNO

LOGIC

AL


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T

ECHNO

LOGIC

AL


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T

ECHNO

LOGIC

AL


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-New technology also creates major long-

run consequences that are not always

foreseeable

The marketer should monitor the trends in

technology:

(1) pace of change(2) opportunity for innovation

(3) varying R and D budgets

(3)increased regulation

POLITICAL LEGAL


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POLITICAL-LEGAL- marketers must work within the many la

regulating business practices, engage w

special-interest groups, exploit opportunarising from market reform, and deal wit

corruption


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Composed of:

-laws

-government agen-pressure groups

that influence and

various orgs. andindividuals. corru

INCREASE IN


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-to protect companies from unfair co

-to protect consumers from unfair bupractices

-to protect the interests of society fro

unbridled business behavior

-to charge businesses with the social

created by their products or product

process

BUSINESS LEGISLATION

GROWTH OF SPECIAL-INTEREST


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Consumerist movement -an organized movement of

citizens and government to

strengthen the rights and

powers of buyers inrelation to sellers.

GROUPS

GROWTH OF SPECIAL-INTEREST


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-more and more people are

advocates of organic and cru

products-must market products that a

the average consumer and th

informed consumer

-the information on the prod

(ingredients, health benefits

be presented transparently

GROUPS


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-more and more people are

advocates of organic and cru

products

-must market products that a

the average consumer and th

informed consumer

-the information on the prod

(ingredients, health benefits

be presented transparently

MARKET REFORM


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Governments may introduce market ref

consistent with their national building a

- a local conscious effort of the governm

reduce foreign investments due to belie

Filipinos should own properties and/or

in their own country- allows more Filipino businesses to flou

however, it also pushes away legitimate

investments for the Philippines.

MARKET REFORM


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-hinders economic

development

-the collective pow

corruption as a wh

the productivity an

of businesses insp

levels of sales.

CORRUPTION

In the Philippine set


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various governmen

- fertilizer (scams)

-setting up of flagpo- building of bridge

roads

The actual costs of t

projects are way be

prices that they are

allotment have been


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how to gather information in marketing

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