after reading this chapter, students should: 1. know the components of a modern marketing...
TRANSCRIPT
Gathering Information and Scanning the Environment
Marketing Quality Circle
LEARNING OBJECTIVES
After reading this chapter, students should:
1. Know the components of a modern marketing information system
2. Know what are useful internal records 3. Know what is involved with a marketing
intelligence system4. Know what are the key methods for tracking and
identifying opportunities in the macroenvironment5. Know what are some important
macroenvironment developments
What is a Marketing Information System (MIS)?
A marketing information system consists of people, equipment, and procedures to gather, sort, analyze,
evaluate, and distribute needed, timely, and accurate information to
marketing decision makers.
Information Needs Probes
What decisions do you regularly make? What information do you need to make
these decisions? What information do you regularly get? What special studies do you periodically
request? What information would you want that
you are not getting now? What are the four most helpful
improvements that could be made in the present marketing information system?
Internal Records and Marketing Intelligence
Order-to-PaymentCycle
Accounts Receivable Ledger
Databases,Warehousing, Data Mining
MarketingIntelligence
System
Sales Information
System
A Marketing Intelligence System is a set of procedures and sources used by
managers to obtain everyday information about developments in the
marketing environment.
The Marketing Intelligence System
Train sales force to scan for new developments
Train sales force to scan for new developments
Motivate channel members to share intelligence
Motivate channel members to share intelligence
Network externallyNetwork externally
Utilize a customer advisory panelUtilize a customer advisory panel
Utilize government data resourcesUtilize government data resources
Purchase informationPurchase information
Collect customer feedback online
Collect customer feedback online
Analyzing the Macro Environment
Needs and Trends Identifying the Major Forces
Trends Shaping the Business Landscape
Profound shifts in centers of economic activity
Increases in public-sector activity
Change in consumer landscape
Technological connectivity
Scarcity of well-trained talent
Increase in demand for natural resources
Emergence of new global industry structures
Ubiquitous access to information
Management shifts from art to science
Increase in scrutiny of big business practices
Company
Demographic
Economic
Natural
Technological
Political
Cultural Company
Customers
Intermediaries
Suppliers
Competitors
Publics
Micro Environment
Macro Environme
nt
Marketing Environment
Forces in the Company’s Macro environment
Actors in Microenvironment
MarketingIntelligence
System
• Train sales force • Motivate
channel• Network
externally• customer
advisory panel• government
data resources• Purchase
information• customer
feedback
Gathering Information and scanning The Environment
Internal RecordsAnalyzing The micro
environmentOther Major Macro
Environment
Company
Suppliers
Marketing Intermedia
ries
Consumer
• Business• Reseller• Government• International
Competitors
• Brand competition
• Industry competition
• Form competition• Generic
competition
Demographic
Environment
Economic Environment
• W
Natural Environment
Technological
Environment
Political and legal
Environment
Order-to-Payment
Cycle
Sales Information
SystemDatabases,
Warehousing,
Data Mining
Publics Financial PublicsMedia PublicsGovernment
PublicsCitizen Action
PublicsLocal PublicsGeneral PublicInternal Public
Cultural Environment •Environmental greening•Desire for convenience•Changing gender roles•Health and fitness consciousness
Environmental Responsibilit
y
SESSION 2CHAPTER 3