after reading this chapter, students should: 1. know the components of a modern marketing...

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