MARKETING MANAGEMENT

BE-MBA Fall Semester

(July – December2019)

Harjot Singh, LM TSM, TIET

8/5/2019
 GATHERING
INFORMATION
AND
SCANNING THE
ENVIRONMENT

2
Points to address
• What are the components of a modern marketing
information system?
• What are useful internal records?
• What is involved in a marketing intelligence
system?
• What are the key methods for tracking and
identifying opportunities in the macro
environment?
• What are some important macro environment
developments?
3
External

Macro – PEST – Political, Economic, Social

(Cultural), Technological,
Government-Legal, Demographic, Natural
Micro – Competitors, Suppliers, Customers,
Channels, Intermediaries

4
Internal

• Brand, Company policies, R&D, Strategy,

Shareholders

5
Tools of Environment Scanning

• SWOT – ETOP, SAP

6
Macro Environmental Forces
Demographic

Political-Legal Economic

Technological Socio-Cultural

Natural
Population and Demographics
• Population growth • Educational groups
• Population age mix • Household patterns
• Geographical shifts
Mobilink-
Disney D 100
Mobile Phone
Population Age Groups

65+
40-65

25-40
Teens
School-age
Preschool
Household Patterns
Economic Environment
• Income Distribution
• Savings, Debt, and Credit

• Levi’s has responded to

changes in income
distribution by offering an
upscale line and a mass
market line
Social-Cultural Environment
Views of themselves

Views of others

Views of organizations

Views of society
Natural Environment
Shortage of
raw materials

Increased
energy costs

Anti-pollution
pressures

Governmental
protections
Toyota Experienced Success
with Green Cars
Technological Environment
Pace of change

Opportunities
for innovation

Varying R&D
budgets

Increased regulation
of change
Political-Legal Environment

Increase in
business legislation
 18

References
• Keller, Kotler, Philips, K.L. Keller, A. Koshy and M.
Jha, Marketing Management – A South Asian
Perspective, Pearson Education
• Evans, Joel R. and Berman, Barry, Marketing,
Biztantra Publishers
SUGGESTIONS FOR TELECOM SERVICE PROVIDERS

• Telecom service providers need to put greater focus on

pre-paid consumers to prevent them from availing MNP
and churning.

• Telecom service providers need to focus more on the

functional dimension of service quality rather than the
technical dimension of service quality.

Thank You
• Service providers need to make greater efforts to retain
those customers who have been on the network for a
longer time and who have been contributing more to the
top line or bottom line.