} Resumed from where we had left
} Value Creation & Delivery
} The Value Chain
} Core Business Processes & Competencies
} Holistic Marketing
} Strategic Planning and Execution
} Marketing Plan
} Strategic Business Unit Planning
} The Kodak Story
} Sources of Information Today
} Marketing Information System
} Marketing Intelligence System
} Competitive Intelligence
} Analysis of Macro Environment
} Forecasting and Demand Measurement
} Estimation of Current Demand
} Estimation of Future Demand
Making marketing decisions in a fast-
changing world is both an art and a
science.
To provide context, insight, and
inspiration for marketing decision
making, companies must possess
comprehensive, up-to-date information
about macro trends, as well as about
micro effects particular to their business.
Customers
External Factors
Competitors
Organization
People
Procedures
Equipment
A marketing information system consists of people,
equipment, and procedures to gather, sort, analyze,
evaluate, and distribute needed, timely, and accurate
information to marketing decision makers.
Internal Records
Marketing Research
Insigh
t
Marketing Intelligence
Order-to-Payment Cycle Sales Information Systems
Database + Data Warehousing + Data Mining
A marketing intelligence system is a set of procedures
and sources that managers use to obtain everyday
information about developments in the marketing
environment.
Monitor
News and Trade Meet with customers,
social media
Publications suppliers, distributors,
sites
and other managers
* What’s Dumpster Diving?
} Train sales force to scan for new developments
} Motivate channel members to share intelligence
} Hire external experts to collect intelligence
} Network externally
} Utilize a customer advisory panel
} Utilize government data sources
} Purchase information
} Independent Online Forums
} Distributor or Sales Agent Feedback
} Customer Review and Expert Opinion
} Customer Complaints Sites
} Independent customer goods and service review forums
} Distributor or sales agent feedback sites
} Combination sites offering customer reviews and expert
opinions
} Customer complaint sites
} Public blogs
Needs & Trends
Fad Trend Megatrend
Major Environment Forces
Demographics
Political Legal Technological
Sociocultural Economic
Natural
The Demographic Environment
} Worldwide population growth
} Population age mix
} Ethnic and other markets
} Educational Groups
} Household patterns
If the world were a village of 100 people:
61 – Asian (20 Chinese, 17 Indian)
18 – Unable to read (33 have cell phones)
18 – Under 10 years of age (11 over 60 years old)
18 – Cars in the village
63 – Inadequate sanitation
67 – Non-Christian
30 – Unemployed or underemployed
53 – Live on less than $2 a day
26 – Smoke
14 – Obese
01 – Have AIDS
The Economic Environment
} Purchasing Power
} Consumer Psychology
} Income Distribution
(subsistence vs. raw material exporting vs.
industrializing vs. industrial economies)
The Sociocultural Environment
Ourselves
Nature Others
Our
Views
About
Society Universe
Organizations
The Sociocultural Environment
The Natural Environment
} Preservation of Environment
} Environmental Regulations
} Endangered Species
} Adherence to Corporate Environmentalism
The Technological Environment
} Accelerated Pace of Change
} Unlimited New Opportunities
} Expanded R&D Spending
} Increased Regulation of Technological Change
The Political – Legal Environment
} Increase in Business Legislation
} Impact of Government Agencies
} Growth of Special Interest Groups
} Size
} Growth
} Market Potential
} Market Forecast
} Profit Potential
} Available Market
} Company Sales Forecast
Potential Market
} Company Demand
Available Market
Target Market
Penetrated Market
} Market Potential
Average
Potential Average
X purchase X
Buyers price
quantity
} Chain Ratio Method
Average percentage of income spent on:
Demand Expected % of
Alcoholic
for new X Population X Food X Beverages X X spending on
beverages
light beer Light beer
Sales Force Opinions
Buyer’s Intentions Forecasting
Past Sales Analysis
Expert Opinions