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