Gathering information and scanning the environmentPresentation Transcript
Gathering Information and Scanning the EnvironmentMarketing Quality Circle
LEARNING OBJECTIVES After reading this chapter, students should: Know the components of a modern marketing information system Know what are useful internal records Know what is involved with a marketing intelligence system Know what are the key methods for tracking and identifying opportunities in the macroenvironment 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-Payment CycleAccounts Receivable Ledger Sales Information System Databases, Warehousing, Data Mining Marketing Intelligence 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 Motivate channel members to share intelligence Network externally Utilize a customer advisory panel Utilize government data resources Purchase information 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
Demographic Company Economic Cultural Company Suppliers Publics Competitors Customers Natural Political Intermediaries Technological Marketing Environment Micro Environment Macro Environment
Forces in the Company’s Macro environment
Actors in Microenvironment
SESSION 2 CHAPTER 3 Political and legal Environment Order-to-Payment Cycle Publics Financial Publics Media Publics Government Publics Citizen Action Publics Local Publics General Public Internal Public Cultural Environment
Desire for convenience
Changing gender roles
Health and fitness consciousness
Sales Information System Databases, Warehousing, Data Mining Environmental Responsibility