ch3 gathering information and scannning the environment berroya

www.danielberroya.blogspot.com

TOP 10 Learning Questions for

Chapter 3 : Gathering Information and Scanning

the Environment

Nyel BerroyaDecember 15, 2011

1. A _________ relies on internal company records, marketing intelligence activities and marketing research.

A. Marketing Research SystemB. Marketing Decision Support SystemC. Marketing Information SystemD. Marketing Intelligence SystemE. None of the Above

What is Marketing Information System (MIS)?

Marketing Information System (MIS) – consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers.

The company Management Information System (MIS) should be cross between what managers think they need, what they really need, and what is economically feasible.

Answers all the “WHAT” of the company goals and strategies.

•Substantial information for decision making •Special studies•Analysis programs•Helpful improvements•Periodical reports

1. A _________ relies on internal company records, marketing intelligence activities and marketing research.

2. Marketing Manager rely on internal records of orders, sales, prices, costs, inventory levels, receivables, payables, and so on. Which one is the heart of the internal records system?

A. Marketing Intelligence SystemB. Order-to-payment cycleC. Sales Information SystemD. Databases, Warehousing, Data miningE. None of the above

Internal records and Marketing Intelligence

Order-to-PaymentCycle

Databases,Warehousing,Data Mining

Sales Information

System

MarketingIntelligence

System

How does internal records system works?

Companies need to perform these steps quickly and

accurately, because

customers favor firms that can

promise timely delivery. Internet adds efficiency to order to payment

2. Marketing Manager rely on internal records of orders, sales, prices, costs, inventory levels, receivables, payables, and so on. Which one is the heart of the internal records system?

A. Marketing Intelligence SystemB. Order-to-payment cycleC. Sales Information SystemD. Databases, Warehousing, Data miningE. None of the above

3. Which one is not included in the steps of improving marketing intelligence system?

A. Motivate channel members to share intelligence.

B. Purchase informationC. Collect customer feedbackD. Network externallyE. None of the Above

Steps to improved Marketing Intelligence

> Train sales force to scan for new developments.> motivate channel members to share intelligence.

>network externally >utilize a customer advisory panel

>utilize gov’t data resources > purchase information

> collect customer feedbackwww.danielberroya.blogspot.com

A non-stop learning process and improvement to have an effective marketing intelligence…

> Train sales force to scan for new developments.> motivate channel members to share intelligence.

>network externally >utilize a customer advisory panel

>utilize gov’t data resources > purchase information

> collect customer feedbackwww.danielberroya.blogspot.com

3. Which one is not included in the steps of improving marketing intelligence system?

A. Motivate channel members to share intelligence.

B. Purchase informationC. Collect customer feedbackD. Network externallyE. None of the Above

4. Marketing managers collect ________ by reading books, newspapers, and trade publications; talking to stakeholders; monitoring “social media” on the Internet.

By definition …

Marketing Intelligence System is a set of procedures and sources of managers use to obtain everyday information about development in the marketing environment.

The marketing intelligence system provides information about everyday happenings in the marketing environment. It is based on environmental scanning.

Factors to consider

4. The internal records system supplies results data, but the ________ supplies happening data.

5. Which are the following is false?

A. Demographic is human population in terms of size, location, age, gender, race and occupation.

B. Economic is a business condition by which purchasing power is dependent on environment and natural resources.

C. Socio-cultural is relating social and cultural practices, beliefs and traditions within a particular society.

D. Technological is the development in the field of technology which affects business new innovations of production.

E. Political-legal is understanding government’s laws and or regulations which effects a business enterprise.

Environmental Forces

Political-legal

Technological

Natural

Demographic

Economic

Socio-cultural

What is Economic environment vs Natural environment?

Economic environment - The available purchasing power in an economy depends on current income, prices, savings, debt and credit availability.

Natural Environment – it is the natural resources and environmental phenomenon which affects business activities.

5. Which are the following is false?

A. Demographic is human population in terms of size, location, age, gender, race and occupation.

B. Economic is a business condition by which purchasing power is dependent on environment and natural resources.

C. Socio-cultural is relating social and cultural practices, beliefs and traditions within a particular society.

D. Technological is the development in the field of technology which affects business new innovations of production.

E. Political-legal is understanding government’s laws and or regulations which effects a business enterprise.

6. One of the 5 ways how marketers finds relevant information about their competitors. ________ contain commentaries, decription of events, and reactions.

A. Public BlogsB. Social NetworkingC. Customer complaint sitesD. Forums.E. Customer reviews and expert opinions.

Sources of Competitive Information

1. Independent customer goods and services review forums

2. Distributor or sales agent feedback sites3. Combination of sales offering customer

reviews and export opinions4. Customer complaint sites5. Public blogs

Advantages of Social Media…

Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Blogging is a form of social media by expressing freely our views and opinions via web across all borders.

6. One of the 5 ways how marketers finds relevant information about their competitors. ________ contain commentaries, decription of events, and reactions.

A. Public BlogsB. Social NetworkingC. Customer complaint sitesD. Independent customer forums.E. Customer reviews and expert opinions.

7. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences.

A. DemographicB. Social-culturalC. Natural D. Technological E. Economic

Social – Cultural Environment…

Views of themselves

Views of others

Views of organization

Views of society

Views of nature

Views of universe

Social – Cultural Environment…

Views of themselves = concern about oneself Views of others = concern about unfortunate

ones Views of organization = concern about self-

esteem due change of events. Views of society = composes of makers, takers,

changers, seekers, and escapers. Views of nature = nature-lover Views of the universe = most are monotheistic.

7. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences.

A. DemographicB. Social-culturalC. Natural D. Technological E. Economic

8. Which has the highest rating in consumer environmental segments?

A. True blue greensB. Greenback greensC. Sprouts D. Grousers E. Apathetics

Consumer Environmental Segments

True blue greens (30%) Greenback greens (10%) Sprouts (26%) Grousers (15%) Apathetics (18%)

Consumer Environmental Segments

True blue greens (30%) > environmental leaders and activist.

Greenback greens (10%) > do not have to behave entirely green. However, they are more likely to purchase green.

Sprouts (26%) = environmental fence sitters.

Grousers (15%) = individual conditions cannot improve environmental conditions.

Apathetic (18%) = not concern about the environment.

8. Which has the highest rating in consumer environmental segments?

A. True blue greensB. Greenback greensC. Sprouts D. Grousers E. Apathetics

9. Which statement is false in the natural environment trends?

A. The earth raw materials consist of the infinite, the finite, renewable, and the finite nonrenewable.

B. Some industrial activity will inevitably damage the natural environment.

C. One finite nonrenewable resource, oil, has created serious problems for the world economy.

D. Governments vary in their concern for and efforts to promote landfill system.

E. None of the above

Natural Environment…

Increased Energy costs

Shortage of rawmaterials

Anti-pollutionpressures

Governmentprotections

What is Natural Environment?

The natural environment involves all the natural resources, such as raw materials or energy sources, needed by or affected by marketers and marketing activities.

The market environment is a marketing term and refers to actors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Three levels of the environment are: Micro (internal) ; Meso environment ; Macro (national) environment.

9. Which statement is false in the natural environment trends?

A. The earth raw materials consist of the infinite, the finite, renewable, and the finite nonrenewable.

B. Some industrial activity will inevitably damage the natural environment.

C. One finite nonrenewable resource, oil, has created serious problems for the world economy.

D. Governments vary in their concern for and efforts to promote landfill system.

E. None of the above

10. Which secondary data source measures products and brands sold through retail outlets and data on television audience.

A. Sam/BurkeB. Information resources inc.C. MRCA information servicesD. Nielsen CompanyE. None of the above

Secondary Commercial Data Sources

NIELSEN

INFORMATIONRESOURCES INC.

ARBITRON

SIMMONS

SAMI/BURKE

Who is Nielsen… They provide a precise

understanding of the consumer to help our clients make decisions that can lead profitable growth. The company’s measurement and analytical innovations enable clients to keep pace with changing market trends, emerging technology, and the increasingly demanding consumer.

10. Which secondary data source measures products and brands sold through retail outlets and data on television audience.

A. Sam/BurkeB. Information resources inc.C. MRCA information servicesD. Nielsen CompanyE. None of the above

ch3 gathering information and scannning the environment berroya

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