复旦大学：《营销管理》课程讲义_Ch. 03 Scanning the environment and gather information

3 Scanning the Environment and Gathering Information Zou Deqiang, Ph. D School of Management, Fudan University March 12.2008

1 Scanning the Scanning the Environment and Environment and Gathering Information Gathering Information Zou Deqiang, Ph.D. School of Management, Fudan University March 12, 2008

Something to Mention Online resource: ftp: //ftp. nofeehost com >Username: coopetition, password: 781106 Establish teams for this course > Team size: 6-7 students One coordinator for each group Let 's discuss the term group project Readings Chapters in the textbook Suggest readings Required readings > Optional readings O Copy rights reserved, Zou Deqiang

2 2 © Copy rights reserved, Zou Deqiang Something to Mention • Online resource: ftp://ftp5.nofeehost.com ¾Username: coopetition, password: 781106 • Establish teams for this course ¾Team size: 6~7 students ¾One coordinator for each group ¾Let’s discuss the term group project • Readings: ¾Chapters in the textbook ¾Suggest readings ¾Required readings ¾Optional readings

Chapter Questions What are some key macro-environmental developments that marketers must understand? What are the components of a modern marketing information system? O Copy rights reserved, Zou Deqiang

3 3 © Copy rights reserved, Zou Deqiang Chapter Questions • What are some key macro-environmental developments that marketers must understand? • What are the components of a modern marketing information system?

Case Study MCDONALDS- Facing New Challenges Challenges Marketing Initiatives Faces shifting consumer Focus on core competency of lifestyles and preferences consistent products and for healthier foods reliable service Low ratings of food and Offers upscale alternatives service quality. including McCafe and Bistro Atmosphere not upscale Gourmet Image is perceived as being Eliminates"supersize, offers uncultured, uncool, and healthier food options, and unclassy by younger target introduces Go Active! Adult markets Happy Meal O Copy rights reserved, Zou Deqiang

4 4 © Copy rights reserved, Zou Deqiang Challenges Challenges • Faces shifting consumer lifestyles and preferences for healthier foods. • Low ratings of food and service quality. • Atmosphere not upscale. • Image is perceived as being uncultured, uncool, and unclassy by younger target markets. McDONALD McDONALD’S – Facing New Challenges Facing New Challenges Case Study Case Study Marketing Initiatives Marketing Initiatives • Focus on core competency of consistent products and reliable service. • Offers upscale alternatives including McCafe and Bistro Gourmet. • Eliminates “supersize,” offers healthier food options, and introduces Go Active! Adult Happy Meal

Marketing Environment Consists of actors and forces outside the organization that affect management's ability to build and maintain relationships with target customers Studying the environment allows marketers to take advantage of opportunities as well as to combat threats Marketing intelligence and research are used to collect information about the environment O Copy rights reserved, Zou Deqiang

5 5 © Copy rights reserved, Zou Deqiang Marketing Environment • Consists of actors and forces outside the organization that affect management’s ability to build and maintain relationships with target customers. ¾Studying the environment allows marketers to take advantage of opportunities as well as to combat threats. ¾ Marketing intelligence and research are used to collect information about the environment

Marketing Environment Includes Micro-environment: actors close to the company that affect its ability to serve its customers Macro-environment: larger societal forces that affect the microenvironment Considered to be beyond the control of the organization O Copy rights reserved, Zou Deqiang

6 6 © Copy rights reserved, Zou Deqiang Marketing Environment • Includes: ¾ Micro-environment: actors close to the company that affect its ability to serve its customers. ¾ Macro-environment: larger societal forces that affect the microenvironment. • Considered to be beyond the control of the organization

Technological/ economIc Marketing physical environment Intermediaries on Publics omers ompetitors Social/ environment environment 7 O Copy rights reserved, Zou Deqiang

7 7 © Copy rights reserved, Zou Deqiang

Micro- and macro-environment MACRO-ENVIRONMENT Interest Technology FIRM INTERNAL ENVIRONMENT Some Suppliers Some Intermediaries publics competitio

8 Micro- and macro-environment

Actors in the Micro-environment Marketing C aries Marketing 9 O Copy rights reserved, Zou Deqiang

9 9 © Copy rights reserved, Zou Deqiang Actors in the Micro-environment

Partnering with Intermediaries Coca-Cola's partnership efforts help intermediaries to market more effectively Coca-Cola shares research results related to the beverage market, such as consumer preference and demographic data. They've even analyzed creative aspects of drive-through menu board design that could be improved O Copy rights reserved, Zou Deqiang

10 10 © Copy rights reserved, Zou Deqiang Coca-Cola’s partnership efforts help intermediaries to market more effectively. Coca-Cola shares research results related to the beverage market, such as consumer preference and demographic data. They’ve even analyzed creative aspects of drive-through menu board design that could be improved. Partnering with Intermediaries