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Welcome to all of you

Khalid J amil Ansari


kjansari1@yahoo.com
03002265808
October 04, 2013
An Overview of the Subject
Marketing Environment and
Marketing Information
Why market environment is importance
Macro-environment forces how they may affect
marketing
Microenvironment forces that affect the
companys ability to serve its customers
Components of the marketing environment
Topic Outline
Environmental scanning and techniques / tools
used
Companys microenvironment
Impact of the technological environment on a
firms marketing activities
Social-cultural environment influences
marketing.
Key changes that occur in the political and
cultural environments
Importance of environmental scanning and
analysis
Topic Outline (contd..)
Environmental scanning provides information about social,
economic, technological, competitive, and regulatory forces.
Social forces such as demographics and culture and
economic forces such as macroeconomic conditions and
consumer income affect marketing.
Technological changes can affect marketing.
Forms of competition that exist in a market, key components
of competition, and the impact of competition on corporate
structures
Laws, government regulations, and regulatory agencies affect
marketing
Explore effects of new technology on society and on
marketing
Topic Outline (contd..)
Importance of information to the company and its
understanding of the marketplace
The marketing information system and discuss its parts
The steps in the marketing research process
How companies analyze and distribute marketing
information
Topic Outline - Marketing Information
The special issues some marketing researchers face,
including public policy and ethics
Assessing Marketing Information Needs
Developing Marketing Information
Marketing Research
Analyzing Marketing Information
Distributing and Using Marketing Information
Other Marketing Information Considerations

Topic Outline - Marketing Information (contd..)
It is hopeless to tell a river to stop running;
the best thing is to learn how to swim in the
direction it is flowing.
-Anonymous
Core marketing concepts
Services Marketing

Next

Marketing Environment
Marketing Information

Discussed

Marketing, Market Place, Customer needs,
Marketing Strategies, Customer Relationships etc.
Marketing Environment
The Marketing Environment
The forces that directly and indirectly influence an
organizations capability to undertake its business.

The trading forces operating in a market place over
which a business has no direct control ,but which
shape the manner in which the business function and
is able to satisfy its customers.
Importance of Marketing
Environment
Why is the marketing
environment of any concern?
Why market?
To create and maintain profitable customers

A companys marketing environment consists of the actors and
forces outside marketing (the marketing department) that affect a
companys ability to build and maintain successful relationships
with its target customers.

Appraise ones position in the market
Awareness of trends within the market
Decide if changes need to be made
Why do Environmental Analysis?
Question:
So, what do we hope to learn from
environmental analysis?

Answer:
Why do Environmental Analysis?
What is it?
Macro-Environment
consists of the larger societal forces that
affect the entire microenvironment
Microenvironment
consists of actors close to the company that
affect its ability to serve its customers

The Marketing Environment
MACRO ENVIRONMENT

Broad forces which shape the character of
opportunities and threats.

MICRO ENVIRONMENT

The factors in the immediate environment .


Indirect external forces that have a general
impact on our organization and on marketing
decisions

Uncontrollable elements in the external
environment create opportunities and threats for
a firms marketing mix
The macro-environment
Levels of External Forces
Macro Level
Influences that affect all firms
Micro Level
Influences that affect a particular firm


External Environment
Product
Place
Promotion
Price
The Companys Macroenvironment
Competitive Environment
Demographic Environment
Natural (Ecological) Environment
Economic Environment
Technological Environment
Political (Regulatory impact) Environment
Cultural Environment
The macro-environment
Economic Environment
Local, national and international
variations in disposable wealth
variations in the local population
increased leisure time

In marketing we are looking for indicators of
economic health and the level of economic
development (prospects) consider where most
hotel groups are looking at developing into...


The macro-environment
Technological Environment
new materials (eg meat substitutes, hybrid cars -
alternatives etc)
computers / internet (eg online reservation systems,
automated check-in, room keys/cards etc)
equipment and methods (eg microwave ovens, cook chill
methods, self cleaning rooms in the future? etc)
improved transportation (eg motorways, aircraft eg
Airbus A380, Boeing 787 dreamliner etc)
Improved communication (eg television, colour magazines,
podcasting, blogs, mobile phone, e-mail, online
newspapers, mobile devices, Wimax etc)

The macro-environment
Why is it Important?

An understanding of macro and micro marketing
environment forces is essential for planning.

Helps a business to compete more effectively against
its rivals.

Assists in the identification of opportunities and
threats.

Enables an organization to take advantage of
emerging strategic opportunities.
The Internal Environment?
It includes the following:

The human resource department.
The operations department.
The accounting and finance department.
The research and development department.
The Internal Environment
Demographics
People Make
Markets
Distribution Growth
Size
Characteristics of
Populations
Economic Factors
People with
Money to Spend
and Willing to
Spend it
Inflation
Interest
Rates
Stage of the
Business
Cycle
Competition
Rivals
for Customers
Limited
Buying Power
Substitute
Products
Every
Company
Brand
Competition
Differential Advantage
Social and Cultural Forces
People Make
Markets
Beliefs
Socio-cultural
Patterns
Changing Quickly
Values
Lifestyles
Social and Cultural Changes
Concern for
Natural Environment
Quality not
Quantity
Changing Gender Roles
Two Incomes
and Balance
Physical Fitness and
Health
Exercise and Diet
Premium on Time
Convenience
Political and Legal Forces
Monetary
and
Fiscal Policies
Governmental
Relationship
with
Industries
Social Legislation
and
Regulation
Legislation
Related
to
Marketing
Legislation Affecting Marketing
Sherman Antitrust Act
Federal Trade
Commission Act
Clayton Antitrust Act
State Unfair Trade
Practices Acts
Robinson-Patman Act
Wheeler-Lea Act
Lanham Trademark
Consumer Goods
Pricing Act
Various deregulation
laws pertaining to
specific industries
Regulate Competition
External Macroenvironment Forces

Elements (variables) which may directly affect
marketing decisions and / or which it is able to
use to gain information that will enhance its
marketing operations
A set of forces close to the company ..


The Microenvironment











The Microenvironment
Suppliers and service agencies
Supply availability (supplies and costs) / Supplier power
Outsourcing / leasing operations
PR agencies / advertising agencies
Company itself including employees
Market orientated / customer focused
All departments
Internal issues
Marketing intermediaries
Help company promote, sell and distribute
Travel agents, tour operators etc
Customers
Buyer behaviour, purchasing power etc
The Microenvironment
STEEP / PEST / PESTLE
S Social Consumers habits and preferences
T Technological Relevant technology that will be available
to customers and competitors
E Economic General state of the economy: salaries,
disposable income etc
E Environmental Likely thinking on environmental issues
P Political Likely political regimes, laws
Checklist for scanning environment to see what it is like now
or will be like
STEEP / PEST / PESTLE
P Political
E Economic
S Social
T Technological
Alternative to STEEP - useful for forecasting demand
by studying current and past patterns and how these
may be affected by possible changes in the
organisations environment Environmental factors
included under the main headings
STEEP / PEST / PESTLE
P Political
E Economic
S Social
T Technological
L Legal
E Environmental
Does not matter as to which model more important to
remember to include all the factors
Why do an Environmental Analysis?
What is it?
Micro-Environment
Macro-Environment

Summary Familiarity with
Marketing Information
What is a Marketing
Information System (MIS)?
What is 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.

Function: Assess, Develop and Distribute
Information.
Marketing Information System




















Developing Information












The Marketing Information System
Information
Analysis
Internal
Data
Marketing
Research
Marketing
Intelligence
Distributing
Information
Assessing Information
Needs
Marketing Managers
Marketing Environment
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Assessing Marketing Information Needs
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
Assess the information needs
Develop needed information
Analyze information
Distribute information

Assessing Marketing Information Needs
MIS provides information to the companys
marketing and other managers and external
partners such as suppliers, resellers, and
marketing service agencies

Assessing Marketing Information Needs
Characteristics of a good MIS
balances the information users would
like to have against what they need
and what is feasible to offer
Developing Marketing Information
Marketers can obtain information from:
Internal data
Marketing intelligence
Marketing research
Developing Marketing Information
I nternal Data
Internal databases are electronic
collections of consumer and market
information obtained from data sources
within the company network, including
accounting, marketing, customer
service, and sales departments

Developing Marketing Information
Advantages:
Can be accessed more quickly
Less expensive

Disadvantages:
Incomplete information
Wrong form for decision
making
Timeliness of information
Amount of information
Need for sophisticated
equipment and techniques
Advantages and Disadvantage of I nternal Databases

Developing Marketing Information
Marketing I ntelligence
Marketing intelligence is the systematic collection
and analysis of publicly available information about
competitors and developments in the marketplace

The goal of marketing intelligence is to improve
strategic decision making, assess and track
competitors actions, and provide early warning of
opportunities and threats


Marketing Research
Marketing research is the systematic
design, collection, analysis, and
reporting of data relevant to a specific
marketing situation facing an
organization

Marketing Research
Steps in the marketing research process
1. Defining the problem and research objectives
2. Developing the research plan
3. Implementing the plan
4. Interpreting and reporting the findings


Marketing Research
Defining the Problem and Research
Objectives
Types of objectives
Exploratory research
Descriptive research
Causal research
Marketing Research
Defining the Problem and Research Objectives
Exploratory research is the gathering of preliminary
information that will help to define the problem and
suggest hypotheses
Descriptive research is to describe things such as
market potential for a product or the demographics
and attitudes of consumers who buy the product
Causal research is to test hypotheses about cause-and-
effect relationships
Marketing Research
Developing the Research Plan
Research plan outlines sources of existing
data and spells out the specific research
approaches, contact methods, sampling
plans, and instruments that researchers will
use to gather data
Marketing Research
Developing the Research Plan
Research plan is a written proposal that includes:
Management problem
Research objectives
Information needed
How the results will help management decisions
Budget
Marketing Research
Developing the Research Plan
Secondary data consists of information that
already exists somewhere, having been
collected for another purpose

Primary data consists of information gathered
for the special research plan
Marketing Research
Advantages:
Speed
Cost
Provides data that a
company cannot
collect on its own


Disadvantages:
Availability
Relevance
Accuracy
Impartial
Marketing Research
Primary Data Collection
Research approaches
Contact methods
Sampling plan
Research instruments
Marketing Research
Research Approaches
Observational research involves gathering
primary data by observing relevant people,
actions, and situations
Ethnographic research involves sending
trained observers to watch and interact with
consumers in their natural environment
Marketing Research
Research Approaches
Survey research is the most widely used method and is
best for descriptive informationknowledge,
attitudes, preferences, and buying behavior
Flexible
People can be unable or unwilling to answer
Gives misleading or pleasing answers
Privacy concerns
Marketing Research
Research Approaches
Experimental research is best for gathering
causal informationcause-and-effect
relationships
Marketing Research
Contact Methods
Mail questionnaires
Collect large amounts of information
Low cost
Less bias with no interviewer present
Lack of flexibility
Low response rate
Lack of control of sample
Marketing Research
Contact Methods
Telephone interviewing
Collects information quickly
More flexible than mail questionnaires
Interviewers can explain difficult questions
Higher response rates than mail questionnaires
Interviewers communicate directly with respondents
Higher cost than mail questionnaires
Potential interviewer bias
Marketing Research
Contact Methods
Mail, telephone, and personal interviewing
Personal interviewing
Individual interviewing
Group interviewing
Marketing Research
Contact Methods
Personal interviewing
Individual interviewing
Involves talking with people at home or the office, on the
street, or in shopping malls
Flexible
More expensive than telephone interviews
Group interviewing or focus group interviewing
Involves inviting six to 10 people to talk with a trained
moderator
Marketing Research
Online marketing research
Internet surveys
Online panels
Online experiments
Online focus groups
Contact Methods
Marketing Research
Contact Methods
Online marketing research
Low cost
Speed to administer
Fast results
Good for hard-to-reach groups
Hard to control whos in the sample
Lack of interaction
Privacy concerns
Marketing Research
Sampling Plan

Sample is a segment of the population selected
for marketing research to represent the
population as a whole
Who is to be surveyed?
How many people should be surveyed?
How should the people be chosen?
Marketing Research
Sampling Plan

Probability samples: Each population member
has a known chance of being included in the
sample

Non-probability samples: Used when
probability sampling costs too much or takes
too much time
Marketing Research
Research I nstruments

Questionnaires
Mechanical devices
Marketing Research
Research I nstruments
Questionnaires
Most common
Administered in person, by phone, or
online
Flexible

Marketing Research
Research I nstruments
Closed-end questions include all possible answers,
and subjects make choices among them
Provide answers that are easier to interpret and
tabulate

Open-end questions allow respondents to answer in
their own words
Useful in exploratory research
Marketing Research
I mplementing the Research Plan
Collecting the information
Processing the information
Analyzing the information
Customer Relationship Management
New business model
Philosophy that values two-way
communication between company and
customer
Every point of contact with a consumer is an
opportunity to collect data
Can make employees more productive and
enhance corporate profitability
Analyzing Marketing Information
CRM consists of sophisticated software and
analytical tools that integrate customer
information from all sources, analyze it in
depth, and apply the results to build
stronger customer relationships
Customer Relationship Management
(CRM)
Analyzing Marketing Information
Customer Relationship Management
(CRM)
Data warehouses are comprehensive
companywide electronic databases of finely
tuned detailed customer information
Uses
To understand customers better
To provide higher levels of customer service
To develop deeper customer relationships
To identify high-value customers

Analyzing Marketing Information
Customer Relationship Management
Touch points: Every contact between the customer
and company
Customer purchases
Sales force contacts
Service and support calls
Web site visits
Satisfaction surveys
Credit and payment interactions
Research studies


Distributing and Using Marketing Information
Information distribution involves
entering information into databases
and making it available in a time-
useable manner
Intranet provides information to employees
and other stakeholders
Extranet provides information to key
customers and suppliers
Other Marketing Information
Considerations
Marketing Research in Small Businesses
and Nonprofit Organizations

Need information about their industry,
competitors, potential customers, and
reactions to new offers

Must track changes in customer needs and wants,
reactions to new products, and changes in the
competitive environment

Other Marketing Information
Considerations
Marketing Research in Small Businesses
and Nonprofit Organizations
Sources of marketing information:
Observing their environment
Monitoring competitor advertising
Evaluating customer mix
Visiting competitors
Conducting informal surveys
Conducting simple experiments

Other Marketing Information
Considerations
Marketing Research in Small Businesses
and Nonprofit Organizations

Sources of marketing information:
Secondary data
Trade associations
Chambers of Commerce
Government agencies
Media


Other Marketing Information
Considerations
I nternational Marketing Research
Additional and different challenges
Level of economic development
Culture
Customs
Buying patterns
Difficulty in collecting secondary data
Hard-to-reach respondents
Other Marketing Information
Considerations
Intrusions on consumer privacy
Consumer resentment
Misuse of research findings
Public Policy and Ethics in Marketing
Research
Sources of Market Information
Human sources
Executives based abroad are likely to have
established communication with distributors,
consumers, customers, suppliers, and
government officials
Friends acquaintances, professional
colleagues, consultants, and prospective
employees
Sources of Market Information
Direct perception provides a vital
background for the information that comes
from human and documentary sources
Gets all the senses involved
Some information requires sensory
experience to interpret it correctly
Can be important when the domestic
market is dominated by a global player
Formal Market Research
Global Marketing Research is the
project-specific, systematic gathering of
data in the search scanning mode on a
global basis
Challenge is to recognize and respond to
national differences that influence the way
information is obtained
Steps in the Research Process
Identifying the research problem
Developing a research plan
Collecting data
Analyzing data
Presenting the research findings
Identifying the Information
Requirement
What information do I need?
Existing Markets customer needs already being
served by one or more companies; information may
be readily available
Potential Markets
Latent market an undiscovered market; demand would
be there if product was there
Incipient market market will emerge as macro
environmental trends continue
Why do I need this information?
Developing A Research Plan
Do we need quantitative or qualitative data?
What is the information worth (versus what
will it cost to collect)?
What will it cost if we dont get the
information?
What can be gained from the information?
Collecting Data
Secondary Data
Statistical Abstract of the United States
Statistical Yearbook of the United Nations
World Factbook
The Economist
The Financial Times
Syndicated studies
And much more
Collecting Data (cont.)
Primary Data Collection Methods
Survey research
Interviews
Consumer panels
Observation
Focus groups
Special Considerations for Surveys
Benefits:
Data collection from a large sample
Both quantitative and qualitative data possible
Can be self-administered
I ssues
Subjects may respond with social desirability
Translation may be difficult
Use back and parallel translations to ensure
accuracy and validity
Sampling
A sample is a selected subset of a
population that is representative of the
entire population.
Probability samples
Non-probability samples
Analyzing Data
Demand Pattern Analysis
Income Elasticity Measurements
Market Estimation by Analogy
Time-series displacement
Comparative Analysis
Cluster Analysis
Presenting the Findings
Report must clearly address problem
identified in Step 1
Include a memo or executive summary of
the key findings along with main report

102
Thank You
kjansari1@yahoo.com

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