kot57578_ch03

kot57578_ch03 - PART 2 CAPTURING MARKETING INSIGHTS IN THIS...

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Unformatted text preview: PART 2 CAPTURING MARKETING INSIGHTS IN THIS CHAPTER, WE WILL ADDRESS 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 a marketing intelligence system? 4. What are the key methods for tracking and identifying opportunities in the macroenvironment? 5. What are some important macroenvironment developments? 71 besity has officially been called an epidemic by the Centers for Disease Control (CDC): 30 percent of U.S adults are considered obese and its prevalence among kids age 6 to 11 has quadrupled since the 1970s. Obesity is caused by several factors—poor eating habits, a lack of exercise, and sedentary lifestyles—but there has been increased scrutiny of the $200 billion packaged-foods industry. Company responses have taken all forms. Frito-Lay reformulated its entire line of chips and pret- zels so that they had zero grams of trans fat. Nestlé has been looking for growth with nutritionally enhanced products that cross food and pharmaceu- ticals, dubbed “phood.” The company sells a breakfast bar called Nesvital containing carbohydrates that are absorbed quickly and make people feel full more quickly. The low-carbohydrate craze drove the sales of products like O An ad for Atkins Nutritionals breakfast products. CHAPTER 3 ::: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT three > > > Developing and implementing 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 busi- ness. Holistic marketers recognize that the marketing environment is constantly presenting new opportunities and threats, and they understand the importance of continuously monitoring and adapt- ing to that environment. 72 PART 2 > CAPTURING MARKETING INSIGHTS < Michelob Ultra and Miller Lite beer (which happily proclaimed it contained half the carbs of category leader Bud Light) and a whole line of products from Atkins Nutritionals. 1 The food industry isn’t alone in having to make adjustments. The sales slump in the apparel sector has been attributed in part to a failure to properly design and size clothing to reflect a wider variety of American shapes, sizes, and cul- tures. 2 In this chapter, we consider how firms can develop processes to track trends. We also identify a number of important macroenvironment trends. Chapter 4 reviews how marketers can conduct more customized research that addresses specific marketing problems or issues....
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This note was uploaded on 04/02/2008 for the course MKT 302 taught by Professor Peloso during the Spring '08 term at ASU.

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kot57578_ch03 - PART 2 CAPTURING MARKETING INSIGHTS IN THIS...

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