kotler03imMarketing management笔记

Chapter 3: Gathering Information and Scanning the EnvironmentGATHERING INFORMATION AND SCANNING THE ENVIRONMENT3 C H A P T E R LEARNING OBJECTIVESAfter reading this chapter, students should:q Know what are the components of a modern marketing information systemq Know what are useful internal records q Know what is involved with a marketing intelligence systemq Know what are the key methods for tracking and identifying opportunities in the macroenvironmentq Know what are some important macroenvironment developments CHAPTER SUMMARY To carry out their analysis, planning, implementation, and control responsibilities, marketing managers need a marketing information system (MIS). The role of the MIS is to assess the managers information needs, develop the needed information, and distribute that information in a timely manner.An MIS has three components: (a) an internal records system that includes 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 developments in the marketing environment; and (c) a marketing research system that allows for the systemic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation. Many opportunities are found by identifying trends (directions or sequences of events that have some momentum and durability) and megatrends (major social, economic, political, and technological changes that have long-lasting influence).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 nontraditional families; large geographic shifts in population; and the move to micromarketing and away from mass marketing. In the economic arena, marketers need to focus on income distribution and levels of savings, debt, and credit availability. In the social-cultural arena, marketers must understand peoples views of themselves, others, organizations, society, nature, and the universe. They must market products that correspond to societys core and secondary values, and address the needs of different subcultures within a society. In the natural environment, marketers need to be aware of raw material shortages, increased energy costs and pollution levels, and the changing role of governments in environmental protection.In the technological arena, marketers should take into account the accelerating pace of technological change, opportunities for innovation, varying R&D budgets, and the increased governmental regulation brought about by technological change. In the political-legal environment, marketers must work within the many laws regulating business practices and with various special-interest groups. OPENING THOUGHT Students new to the discipline of marketing will probably be surprised at the level of marketing information, intelligence, and arenas that marketing managers must operate within. The instructor is encouraged to stress that the marketing of products/services and the processes of making marketing decisions do not operate without careful consideration to the environments identified in this chapter. Today, marketers must be cognizant of “how” their product or service is perceived as much as “how” it functions. In many cases, the chief marketing executive of the firm can sometimes see himself/herself as a player in the game of chess. Each move must be carefully chosen for subsequent moves by competition and public scrutiny for acceptance or rejection. Products marketed must meet both the consumers needs as well as the publics acceptances of the product. The instructors challenge for this chapter is to communicate to the students the complexity of and sometimes the conflicting forces impacting marketing managers in the 21st century. TEACHING STRATEGY AND CLASS ORGANIZATIONPROJECTS1. Semester-long marketing plan: Competitive information and environmental scanning project(s) completed and presented for instructors review 2. Commission a marketing research study on topic(s) of interest to the students at your institution. During the course of the semester (1516 week), have the students develop the questionnaire, collection method, conduct the survey, and tabulate the results. The students can be divided into groups for this project. Suggested topics can include the school or university students opinions of campus issues such as the athletic program, sale of alcohol, use of and availability of technology, or students perceptions of their current education experiences. 3. Sonic PDA Marketing Plan Marketing information systems, marketing intelligence systems, and marketing research systems are used to gather and analyze data for various parts of the marketing plan. These systems help marketers examine changes and trends in markets, competition, customer needs, product usage, and distribution channels. Some changes and trends may turn up evidence of opportunities or threats.Sonic has developed information about the competition and competitive situation, but Jane Melody believes more information is needed in preparation for launching the first PDA. Based on the marketing plan contents discussed in Chapter 2, how can you use MIS and marketing research to support the marketing planning for the new PDA. For which sections of the plan will you need secondary data? Primary data? Why do you need information for each section? Where can you find secondary data that will be useful? Identify two Internet sources and two non-Internet sources. Describe what you plan to draw from each source, and indicate how you will use the data in your marketing plan. What primary research will Sonic need to support its marketing strategy, including product management, pricing, distribution, and marketing communication? What questions or issues should Sonic seek to resolve using primary data? What technological, demographic, and/or economic changes can potentially affect PDA development, buyer acceptance of PDAs, and development of substitute or enhanced products?Enter your answers about Sonics use of marketing research in a written marketing plan or in the Marketing Research, Market Analysis, Market Trends, and Macroenvironment sections of Marketing Plan Pro.ASSIGNMENTSSmall Group Assignments1. Obesity has been officially called an epidemic as cited in the opening vignette of the chapter. In small groups, have the students collect, from the university or college administrators, information about the students eating habits (on campus students would be one group; commuting students another group), exercise, and lifestyle. For example, how many students (as a percentage of the total student population) regularly take advantage of the available exercise facilities? How many students presently on campus are clinically obese? This is a very good project to demonstrate the skill of data mining and the use of secondary data. 2. To illustrate the concept of marketing intelligence, select a different group of students to conduct similar research to # 1 above but from universities and colleges of similar size. These findings should then be presented to class as a comparison to the findings prepared from the group(s) researching your own university or college. Challenge the students to suggest the factors that differentiate the two studies and ways to reverse or to continue the trend. Individual Assignments1. Select or suggest a current “fad” or “trend” exhibited by students on campus. Each student is to select either a fad or trend and then research this fad and trend in light of the marketing opportunities present. Would a firm be successful in capitalizing on this “fad”? If so, why? Should companies capitalize on this “trend”What are the “upsides” for producing products that are currently “trendy”? What are the “downsides”? What generation do these fads and trends appeal to? How large is the potential market for the fad and/or trend? Students should prepare a report with as much detail into the specific characteristics of these markets as is available. This is a good secondary data and data mining assignment. 2. Each student is a member of an identifiable ethic and demographic segment of society. As an individual assignment, ask each student to describe their sub-segment in terms of population, age distribution, growth potential, income, education levels, and other demographic characteristics. The conclusion of their report should explain the marketing implications of their findings in terms of potential market, over-saturated market, declining market, or hidden or ignored market with potential. Think-Pair-Share1. Global forces and macroenvironment factors continually challenge marketers. Selecting one of the macroenvironmental factors from Table 3.3 challenge the students to prepare a report on how they see that global force affecting, influencing, and limiting marketers in the near future. For example, point # 2 states that “the movement of manufacturing capacity and skills to lower-cost countries” is one of the forces affecting marketing. How will this statement affect multi-nationals in their marketing plans for the future? Suggested responses might point out that the multi-nationals must consider the low cost of wages in these countries when pricing their products; that the increase in manufacturing in lower-cost countries may increase the countries residents standard of living, thus open up markets for new products such as time saving and labor saving devices. Open up the class for discussion regarding how these global forces will affect (positively and negatively) marketing practices in the 21st century. 2. The marketing insight, Ten Megatrends Shaping the Consumer Landscape illustrates those megatrends predicted to affect the consumer in the coming years. Select a particular product or service (medical devices for example as a product; insurance sales as a service) split the class into ten equal sections and ask each section to comment on how their particular megatrend will affect the product and/or service. MARKETING TODAYCLASS DISCUSSION TOPICS“Green Marketing” has been a challenge to firms producing environmentally friendly products. The obstacles stated range from overexposure and lack of credibility, to the consumer not willing to pay a premium prices for “green” products, to poor implementation on the part of companies engaged in the practice. Question: When faced with a decision to market its products as “environmentally safe” or to market its products along conventional lines (matching competitive positioning), does the company have a responsibility to choose the more socially responsible manner or should the dictates of the marketplace (i.e. consumer) decide its marketing strategy? END-OF-CHAPTER SUPPORT MARKETING DEBATEIs Consumer Behavior More of a Function of a Persons Age or Generation? One of the widely debated issues in developing marketing programs that target certain age groups is how much consumers change over time. Some marketers maintain that age differences are critical and that the needs and wants of a 25-year-old in 2002 are not that different from those of a 25-year-old in 1972. Others dispute that contention and argue that cohort and generational effects are critical and that marketing programs must therefore suit the times. Take a position: Age differences are fundamentally more important than cohort effects versus cohort effects can dominate age differences. Suggested ResponsePro: People are the “age” they think they are. We have experienced some fundamental changes in consumer lifestyles and the definition of “family.” These changes suggest that people are and can adapt to different products regardless of their chronological age. Today a vast number of aging baby boomers, for example, do not think of themselves as approaching middle age; as a result represent a growing market for age defeating products. This is true with other age groups, as the advances in medicine, technology, and income have redefined what the “age” number really means to people. In marketing today, the marketing of a product or service can be designed to fit differing age groups by its positioning and advertising. Key examples include cruise line advertising and marketing to “active adults” encompassing a wide range of activities and locations previously thought of for the “youth” market. Conversely, with the delay in child bearing and child rearing by some generations, activities that were once thought of as for middle age or empty nesters can be remarketed to appeal to these groups as well. Some generations have decided to explore the world before settling down with children and a mortgage. All of these changes open up vast amounts of marketing opportunities to enterprising firms and individuals. Marketing to ones perception of “age” rather than to the physical definition of age is an exciting new arena for marketers. Con: Age and cohorts are more important than age differences. People still pass through life as part of a “group” and experience the newness of life through cohort experiences and relate to others within their identifiable group. Marketing to cohorts extends the ability of the marketer to capitalize on share emotions, experiences, trends, and fads that have or had made lasting impressions on the cohort. Technology has changed so much in the last few decades and has influenced subsequent generations about expectations and potential, that one must market to the cohorts in order to identify with their experiences. People within a particular cohort seek information for purchase decisions from influencers within their cohort. Marketers must identify these influencers and tailor messages that affect their review of products and gain favor with them. MARKETING DISCUSSIONWhat brands and products do you feel successfully “speak to you” and effectively target your age groups? Why? Which ones do not? What could they do better? Suggested ResponseIndividual student answers will depend upon the products chosen, however these answers should refer to and include some of the key concepts presented in the chapter. MARKETING SPOTLIGHTBudweiser Discussion Questions (suggested responses):1) What have been the key success factors for Anheuser-Busch?a. Decision to become a leader in mining customers buying patterns.b. Timely data: getting information back from wholesalers and retailers on what is selling where and when.c. Creating BudNET and WEARS.d. Tracking consumer-purchasing behavior using IRI data.e. Using store data, creating targeted marketing material. f. Demographic data allows them to know what products sell better in each location. g. Use of the EIA to guide product assortment decisions2) Where is Anheuser-Busch vulnerable?a. Changes in governmental regulations concerning alcoholic productsb. Changes in diet preferences/consumer preferences for alcoholic productsc. Competitive activities that mimic or improve upon technological processes3) What should it watch out for?a. Identifying trends and megatrends in the alcoholic industryb. Monitor the six major environmental forces of:(i) Demographic.(ii) Economic.(iii) Social-cultural .(iv) Natural.(v) Technological.(vi) Political-legal.4) What recommendations would you make to senior marketing executives going forward?a. Understand peoples views of themselves, others, organizations, society, nature, and the universe as it pertains to alcoholic consumption.b. Continue to present a positive corporate education awareness program regarding responsibility toward alcoholic consumption.5) What should they be sure to do with their marketing? a. Work closely with local and national governments, pressure groups and other environmental arenas to position the company as being socially responsible to these concerns.b. Continue to present their advertising showing alcoholic consumption in a responsible manner.DETAILED CHAPTER OUTLINEDeveloping and implementing marketing plans involves a number of decisions. Making those decisions is both an art and a science. To provide insight into and inspiration for marketing decision making, companies must possess comprehensive, up-to-date information on both macro trends as well as more micro effects particular to their business. Holistic marketers recognize that the marketing environment is constantly presenting new opportunities and threats, and they understand the importance of continuously monitoring and adapting to that environment. COMPONENTS OF A MODERN MARKETING INFORMATION SYSTEMThe major responsibility for identifying significant marketplace changes falls to the companys marketers. More than any other group in the company, they must be the trend trackers and opportunity seekers. Although every manager in an organization needs to observe the outside environment, marketers have the following advantages:A) They have disciplined methods for collecting information.B) Additionally, they spend more time interacting with customers and observing competition.C) Some firms have developed marketing information systems that provide management with rich detail about buyer wants, preferences, and behavior. D) Marketers also have extensive information about how consumption patterns vary across countries. E) Many business firms are not sophisticated about gathering information.1) Many do not have a marketing research department.F) Every firm must organize and distribute a continuous flow of information to its marketing manager.G) A marketing information system (MIS) consists of:1) People. 2) Equipment.3) Procedures to:a. Gather.b. Sort.c. Analyze.d. Evaluate.e.Distribute needed, timely, and accurate information to marketing decision makers.H) A marketing information system is developed from:1) Internal company records.2) Marketing intelligence activities.3) Marketing research.I) The companys marketing information system should be a cross between what managers think they need, what managers really need, and what is economically feasible.Table 3.1 displays some useful questions. Review Key Definition here: marketing information systemInternal Records and Marketing IntelligenceMarketing mangers rely on internal reports on orders, prices, costs, inventory levels, receivables, payables, and so on. By analyzing this information, they can spot important opportunities and problems. Order-to-Payment CycleThe heart of the internal records systems is the order-to-payment cycle.A) Sales representatives, dealers, and customers send orders to the firm.B) The sales department prepares invoices and transmits copies to various departments.C) Shipped items are accompanied by shipping and billing documents that are sent to the various departments.D) Today companies need to perform these steps quickly and accurately.E) An increasing number of companies are using the Internet and extranets to improve the speed, accuracy, and efficiency of the order-to-payment cycle.Sales Information Systems Marketing managers need timely and accurate reports on current sales.A) Companies must carefully interpret the sales data so as not to get the wrong signals.B) Technological gadgets are revolutionizing sales information systems and allowing representatives to have up-to-the second information.Databases, Data Warehouses, and Data-Mining