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ATENEO GRADUATE SCHOOL OF BUSINESS CHAPTER 3: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Group 2 : Volteire R. Caballero Elainrose Faith B. Esberto Noel Paningbatan Daiki Shimizu April 27, 2012
MARKETING INFORMATION SYSTEM Esberto People Equipment Procedure
3 COMPONENTS OF MIS Internal Company Records Marketing Intelligence Marketing Research
CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Sales Order-to-Payment Information Cycle System Databases, Marketing Warehousing, Intelligence Data Mining System
STEPS TO IMPROVE MARKETING INTELLIGENCE  Train sales force to scan for new developments  Motivate members to share intelligence  Network Externally  Utilize a customer advisory panel  Utilize government data sources  Purchase Information  Collect customer feedback online
SOURCES OF COMPETETIVE INFORMATION  Independent customer goods and service review forms  Distributor or sales agent feedback sites  Combination sites offering customer reviews and expert opinions  Customer complaint sites  Public blogs
ENVIRONMENTAL FORCES Demographic Political-Legal Economic Technological Socio-Cultural Natural
THE DEMOGRAPHIC ENVIRONMENT • People make up markets. • Interested in size and growth rate of population
THE ECONOMIC ENVIRONMENT Available purchasing power depends on • Current income • Prices • Savings • Debt • Credit availability
SOCIAL-CULTURAL ENVIRONMENT Society shapes • Beliefs • Values • Norms
NATURAL ENVIRONMENT New regulations hit certain industries very hard. E.G. • Pollution –control • Greenhouse gases
TECHNOLOGICAL ENVIRONMENT Every new technology is a “creative destruction” E.G. • Transistor • Xerography • Autos
POLITICAL-LEGAL ENVIRONMENT This includes • Laws • Government agencies • Pressure groups
Presentation on Chapter 3: Gathering Information and Scanning the Environment Submitted by: Group 2 April 27, 2012 ATENEO GRADUATE SCHOOL OF BUSINESS
ATENEO GRADUATE SCHOOL OF BUSINESS INDIVIDUAL WORK
ATENEO GRADUATE SCHOOL OF BUSINESS CHAPTER 3: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Submitted by: Volteire R. Caballero
CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT It consists of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT It provide Information on buyer Preferences and Behavior.
CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Sales Order-to-Payment Information Cycle System Databases, Marketing Warehousing, Intelligence Data Mining System
CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Train sales force to scan for new developments Motivate channel members to share intelligence Network externally Utilize a customer advisory panel Utilize government data sources Purchase Information Collect customer feedback online
CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT
CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Demographic Political-Legal Economic Technological Socio Cultural Natural
ATENEO GRADUATE SCHOOL OF BUSINESS CHAPTER 3: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Submitted by: Elainrose Faith B. Esberto
MARKETING INFORMATION SYSTEM Esberto People Equipment Procedure
3 COMPONENTS OF MIS Internal Company Records Marketing Intelligence Marketing Research
IMPROVING THE QUALITY OF MARKETING INTELLIGENCE  Train Sales force to scan for new developments  Motivate channel members to share intelligence  Network externally  Utilize customer advisory panel  Utilize government data resources  Purchase Information  Collect Customer Feedback online
SOURCES OF COMPETITIVE INFORMATION  Customer Goods & Service Review Forum  Distributor Feedback Site  Combination sites offering review & expert opinion  Customer complaint sites  Public Blogs
ENVIRONMENTAL FORCES DEMOGRAPHICS ECONOMIC POLITICAL - LEGAL TECHNOLOGICAL NATURAL SOCIO-CULTURAL
ATENEO GRADUATE SCHOOL OF BUSINESS CHAPTER 3: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Submitted by: Noel Paningbatan April 27, 2012
WHAT IS A MARKETING INFORMATION SYSTEM?
INTERNAL RECORDS AND MARKETING INTELLIGENCE Data bases Order Payment warehousing Cycle mining Sales Information System Marketing Intelligence System
STEPS TO IMPROVE MARKETING INTELLIGENCE  Train sales force to scan for new developments  Motivate members to share intelligence  Network Externally  Utilize a customer advisory panel  Utilize government data sources  Purchase Information  Collect customer feedback online
SOURCES OF COMPETETIVE INFORMATION  Independent customer goods and service review forms  Distributor or sales agent feedback sites  Combination sites offering customer reviews and expert opinions  Customer complaint sites  Public blogs
ENVIRONMENTAL FORCES Demographic Political-Legal Economic Technological Socio-Cultural Natural
Presentation on Chapter 3: Gathering Information and Scanning the Environment Submitted by: Noel Paningbatan April 27, 2012 ATENEO GRADUATE SCHOOL OF BUSINESS
ATENEO GRADUATE SCHOOL OF BUSINESS CHAPTER 3: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Submitted by: Daiki Shimizu April 27, 2012
1. WHAT IS MARKETING INFORMATION SYSTEM (MIS)? 1 2 People Equipment Procedures
2. HOW TO USE INTERNAL RECORDS AND MARKETING INTELLIGENCE Sales Order-to-Payment Information Cycle System Databases, Marketing Warehousing, Intelligence Data Mining System
ORDER-TO-PAYMENT CYCLE Invoice Shipping documents Transmit copies Order Billing documents Back orders
SALES INFORMATION SYSTEM Timely and accurate reports on sales Managers
TECHNOLOGY HELPS US COLLECT INFORMATION EFFECTIVELY before current
DATA WAREHOUSING Product databases Salesperson databases Customer databases
DATA MINING • Accessible to decision makers • Find new potential customers • Yield deeper insight
MARKETING INTELLIGENCE SYSTEM IS A SET OF PROCEDURES Happenings data
MARKETING INTELLIGENCE SYSTEM IS THAT MANAGERS OBTAIN KNOWLEDGE Books Newspaper Sources managers Talking
3. RECOGNIZE AND RESPOND TO UNMET NEEDS AND TRENDS. Fad Trend Megatrend
WHAT IS FAD? • Unpredictable • Short-lived Fad Without • Social • Economic • Policital significance
TREND IS MORE DURABLE AND PREDICTABLE THAN FAD Trend > Fad
WHAT IS MEGATRENDS? • Large social • Economic • Political • Technological Changes Influence is 7- 10 years
4. IDENTIFYING THE 6 MAJOR FORCES Demographic Political-Legal Economic Technological Socio-Cultural Natural
THE DEMOGRAPHIC ENVIRONMENT • People make up markets. • Interested in size and growth rate of population
THE ECONOMIC ENVIRONMENT Available purchasing power depends on • Current income • Prices • Savings • Debt • Credit availability
SOCIAL-CULTURAL ENVIRONMENT Society shapes • Beliefs • Values • Norms
NATURAL ENVIRONMENT New regulations hit certain industries very hard. E.G. • Pollution –control • Greenhouse gases
TECHNOLOGICAL ENVIRONMENT Every new technology is a “creative destruction” E.G. • Transistor • Xerography • Autos
POLITICAL-LEGAL ENVIRONMENT This includes • Laws • Government agencies • Pressure groups
Presentation on Chapter 3: Gathering Information and Scanning the Environment Submitted by: Daiki Shimizu April 27, 2012 ATENEO GRADUATE SCHOOL OF BUSINESS

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Chapter 3 gathering information and scanning the environment group2

  • 1. ATENEO GRADUATE SCHOOL OF BUSINESS CHAPTER 3: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Group 2 : Volteire R. Caballero Elainrose Faith B. Esberto Noel Paningbatan Daiki Shimizu April 27, 2012
  • 2. MARKETING INFORMATION SYSTEM Esberto People Equipment Procedure
  • 3. 3 COMPONENTS OF MIS Internal Company Records Marketing Intelligence Marketing Research
  • 4. CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Sales Order-to-Payment Information Cycle System Databases, Marketing Warehousing, Intelligence Data Mining System
  • 5. STEPS TO IMPROVE MARKETING INTELLIGENCE  Train sales force to scan for new developments  Motivate members to share intelligence  Network Externally  Utilize a customer advisory panel  Utilize government data sources  Purchase Information  Collect customer feedback online
  • 6. SOURCES OF COMPETETIVE INFORMATION  Independent customer goods and service review forms  Distributor or sales agent feedback sites  Combination sites offering customer reviews and expert opinions  Customer complaint sites  Public blogs
  • 7. ENVIRONMENTAL FORCES Demographic Political-Legal Economic Technological Socio-Cultural Natural
  • 8. THE DEMOGRAPHIC ENVIRONMENT • People make up markets. • Interested in size and growth rate of population
  • 9. THE ECONOMIC ENVIRONMENT Available purchasing power depends on • Current income • Prices • Savings • Debt • Credit availability
  • 10. SOCIAL-CULTURAL ENVIRONMENT Society shapes • Beliefs • Values • Norms
  • 11. NATURAL ENVIRONMENT New regulations hit certain industries very hard. E.G. • Pollution –control • Greenhouse gases
  • 12. TECHNOLOGICAL ENVIRONMENT Every new technology is a “creative destruction” E.G. • Transistor • Xerography • Autos
  • 13. POLITICAL-LEGAL ENVIRONMENT This includes • Laws • Government agencies • Pressure groups
  • 14. Presentation on Chapter 3: Gathering Information and Scanning the Environment Submitted by: Group 2 April 27, 2012 ATENEO GRADUATE SCHOOL OF BUSINESS
  • 15. ATENEO GRADUATE SCHOOL OF BUSINESS INDIVIDUAL WORK
  • 16. ATENEO GRADUATE SCHOOL OF BUSINESS CHAPTER 3: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Submitted by: Volteire R. Caballero
  • 17. CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT It consists of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
  • 18. CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT It provide Information on buyer Preferences and Behavior.
  • 19. CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Sales Order-to-Payment Information Cycle System Databases, Marketing Warehousing, Intelligence Data Mining System
  • 20. CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Train sales force to scan for new developments Motivate channel members to share intelligence Network externally Utilize a customer advisory panel Utilize government data sources Purchase Information Collect customer feedback online
  • 21. CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT
  • 22. CHAPTER 3:GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Demographic Political-Legal Economic Technological Socio Cultural Natural
  • 23. ATENEO GRADUATE SCHOOL OF BUSINESS CHAPTER 3: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Submitted by: Elainrose Faith B. Esberto
  • 24. MARKETING INFORMATION SYSTEM Esberto People Equipment Procedure
  • 25. 3 COMPONENTS OF MIS Internal Company Records Marketing Intelligence Marketing Research
  • 26. IMPROVING THE QUALITY OF MARKETING INTELLIGENCE  Train Sales force to scan for new developments  Motivate channel members to share intelligence  Network externally  Utilize customer advisory panel  Utilize government data resources  Purchase Information  Collect Customer Feedback online
  • 27. SOURCES OF COMPETITIVE INFORMATION  Customer Goods & Service Review Forum  Distributor Feedback Site  Combination sites offering review & expert opinion  Customer complaint sites  Public Blogs
  • 28. ENVIRONMENTAL FORCES DEMOGRAPHICS ECONOMIC POLITICAL - LEGAL TECHNOLOGICAL NATURAL SOCIO-CULTURAL
  • 29. ATENEO GRADUATE SCHOOL OF BUSINESS CHAPTER 3: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Submitted by: Noel Paningbatan April 27, 2012
  • 30. WHAT IS A MARKETING INFORMATION SYSTEM?
  • 31. INTERNAL RECORDS AND MARKETING INTELLIGENCE Data bases Order Payment warehousing Cycle mining Sales Information System Marketing Intelligence System
  • 32. STEPS TO IMPROVE MARKETING INTELLIGENCE  Train sales force to scan for new developments  Motivate members to share intelligence  Network Externally  Utilize a customer advisory panel  Utilize government data sources  Purchase Information  Collect customer feedback online
  • 33. SOURCES OF COMPETETIVE INFORMATION  Independent customer goods and service review forms  Distributor or sales agent feedback sites  Combination sites offering customer reviews and expert opinions  Customer complaint sites  Public blogs
  • 34. ENVIRONMENTAL FORCES Demographic Political-Legal Economic Technological Socio-Cultural Natural
  • 35. Presentation on Chapter 3: Gathering Information and Scanning the Environment Submitted by: Noel Paningbatan April 27, 2012 ATENEO GRADUATE SCHOOL OF BUSINESS
  • 36. ATENEO GRADUATE SCHOOL OF BUSINESS CHAPTER 3: GATHERING INFORMATION AND SCANNING THE ENVIRONMENT Submitted by: Daiki Shimizu April 27, 2012
  • 37. 1. WHAT IS MARKETING INFORMATION SYSTEM (MIS)? 1 2 People Equipment Procedures
  • 38. 2. HOW TO USE INTERNAL RECORDS AND MARKETING INTELLIGENCE Sales Order-to-Payment Information Cycle System Databases, Marketing Warehousing, Intelligence Data Mining System
  • 39. ORDER-TO-PAYMENT CYCLE Invoice Shipping documents Transmit copies Order Billing documents Back orders
  • 40. SALES INFORMATION SYSTEM Timely and accurate reports on sales Managers
  • 41. TECHNOLOGY HELPS US COLLECT INFORMATION EFFECTIVELY before current
  • 42. DATA WAREHOUSING Product databases Salesperson databases Customer databases
  • 43. DATA MINING • Accessible to decision makers • Find new potential customers • Yield deeper insight
  • 44. MARKETING INTELLIGENCE SYSTEM IS A SET OF PROCEDURES Happenings data
  • 45. MARKETING INTELLIGENCE SYSTEM IS THAT MANAGERS OBTAIN KNOWLEDGE Books Newspaper Sources managers Talking
  • 46. 3. RECOGNIZE AND RESPOND TO UNMET NEEDS AND TRENDS. Fad Trend Megatrend
  • 47. WHAT IS FAD? • Unpredictable • Short-lived Fad Without • Social • Economic • Policital significance
  • 48. TREND IS MORE DURABLE AND PREDICTABLE THAN FAD Trend > Fad
  • 49. WHAT IS MEGATRENDS? • Large social • Economic • Political • Technological Changes Influence is 7- 10 years
  • 50. 4. IDENTIFYING THE 6 MAJOR FORCES Demographic Political-Legal Economic Technological Socio-Cultural Natural
  • 51. THE DEMOGRAPHIC ENVIRONMENT • People make up markets. • Interested in size and growth rate of population
  • 52. THE ECONOMIC ENVIRONMENT Available purchasing power depends on • Current income • Prices • Savings • Debt • Credit availability
  • 53. SOCIAL-CULTURAL ENVIRONMENT Society shapes • Beliefs • Values • Norms
  • 54. NATURAL ENVIRONMENT New regulations hit certain industries very hard. E.G. • Pollution –control • Greenhouse gases
  • 55. TECHNOLOGICAL ENVIRONMENT Every new technology is a “creative destruction” E.G. • Transistor • Xerography • Autos
  • 56. POLITICAL-LEGAL ENVIRONMENT This includes • Laws • Government agencies • Pressure groups
  • 57. Presentation on Chapter 3: Gathering Information and Scanning the Environment Submitted by: Daiki Shimizu April 27, 2012 ATENEO GRADUATE SCHOOL OF BUSINESS