tailieunhanh - Marketing management Chapter 3

CHAPTER 3 GATHERING INFORMATION AND SCANNING THE ENVIRONMENT. Developing and i m p l e m e n t i n g marketing plans involves a number o f decisions. Making those decisions is b o t h an art and a science. To provide insight into and inspiration f o r m a r k e t i n g decision making, companies must possess comprehensive | PART capturing marketing insights Wake upI to Atkins IN THIS CHAPTER. WE WILL APDRE5S THE FOLLOWING QUESTIONS 1. What are the components of a modern marketing information system 2. What are useful internal records 3. What is involved in 3 marketing intelligence system 4. What are the key methods for tracking and identifying opportunities in the macro environ me nt 5. What are some important macroenvironment developments I i VM44-L - to Lui P- KteTi tot to . krn- n-k tc boif iw Juncnc w 4 hcU4n tiphr frpw rfirrç Mf fm pç fredwh mila k lù fp ayk il ois unj çr .yjhr iikc mt nn JÜJan rwol je J fci jLïj-q 0-iri. cjch ilh Ad itixrTfuh Irvr ÿnimi -4 hr C-irfr pci ho ifiÿ. LChÛX FOÖ THE ftÉD 0 F CHAPTER 3 GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Developing and impiementing 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 macro trends as well as more micro effects particular to their business. Holistic marketers recognise that the marketing environment is constantly presenting new Opportunities and threats and they understand the importance of continuously monitoring and adapting to that environment. Ơbesíty has officially been called an epidemic by the Centers for . Disease Contre CDC 30 percent of adults are considered __ obese and its prevalence among kids age ó to 1Ĩ has quadrupled since the TPZOs. obesity is caused by several factors poor eating habits a lack of exercise and sedentary lifestyles but there has been increased scrutiny of the Ĩ2Ũ0 button packaged-foods industry. Company responses have taken all forms. Frito-Lay reformulated its entire line of chips and pretzels so that they had zero grams of trans fat. Nestlé has been looking for growth with nutritionally enhanced products that cross food and pharmaceuticals dubbed phood. The company Setts