PEST

1. MARKETING MANAGEMENT 12 th edition 3 Gathering Information and Scanning the Environment Kotler Keller

5. Internal Records Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System

6. Steps to Improve Marketing Intelligence Train sales force to scan for new developments Motivate channel members to share intelligence Network externally Utilize a customer advisory panel Utilize government data resources Purchase information Collect customer feedback online

7. Table 3.2 Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke

8. Needs and Trends Fad Trend Megatrend

10. Environmental Forces Demographic Economic Political-Legal Socio-Cultural Technological Natural

12. Mattel Markets in China

13. Population Age Groups Preschool School-age Teens 25-40 40-65 65+

14. Schwab’s Chinese-language Web site

15. Household Patterns

17. Types of Industrial Structures Industrial economies Subsistence economies Raw-material- exporting economies Industrializing economies

18. India – An Industrializing Economy

19. Saudi Arabia – A Raw-Material Exporting Economy

20. The Gap “look” is recognizable everywhere

21. Social-Cultural Environment Views of themselves Views of others Views of nature Views of organizations Views of society Views of the universe

23. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

24. Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

25. Political-Legal Environment Increase in business legislation Growth of special interest groups

26. Unit Pricing on Store Shelves

27. Marketing Debate Take a position: 1. Age differences are fundamentally more important than cohort effects. 2. Cohort effects can dominate age differences.

28. Marketing Discussion What brands do you feel successfully speak to you? Effectively target your age group? Why? Which ones do not?