chapter 2

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chapter 2

  1. 1. Gathering Information and Scanning the Environment Prepared by: Faezah Binti Othman 802228 Hor Boon Kim 809958
  2. 2. Component of a Modern Marketing Information System <ul><li>MIS consist of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. </li></ul>
  3. 3. Internal Records and Marketing Intelligence <ul><li>The Order-to-Payment Cycle: sales representative, dealers, and customers send orders to the firm. </li></ul><ul><li>Sales Information System: technological gadgets are revolutionizing sales information system and allowing representative to have up to the second information </li></ul><ul><li>Databases, Data Warehousing, and Data Mining: the customer database will contain every customers’ name, address, past transaction, and sometimes even demographic and psychographic. </li></ul>
  4. 4. <ul><li>The Marketing Intelligence System: a set of procedures and sources managers to obtain everyday information about development in the marketing environment. </li></ul><ul><li>Several steps to improve the quality of its marketing intelligence: </li></ul><ul><li>1. Train and motivate the sale force to spot and report new development </li></ul><ul><li>2. Motivate distributors, retailers, and other intermediaries to pass along important intelligence. </li></ul><ul><li>3. Network externally. </li></ul><ul><li>4. Set up a customer advisory panel. </li></ul><ul><li>5. Take advantage of government data resources. </li></ul><ul><li>6. Purchase information from outside suppliers. </li></ul><ul><li>7. Use online customer feedback systems to collect competitive intelligence. </li></ul>
  5. 5. Analyzing the Macroenvironment <ul><li>Needs and trends </li></ul><ul><li>fad : unpredictable, short lived, and without social, economic and political significance. </li></ul><ul><li>trends : a direction of events that has some momentum and durability. </li></ul><ul><li>mega trends : large social, economic, political, and technological changes that are slow to form and once in place, they influence us for some time between 7 to 10 years. </li></ul><ul><li>Identifying the Major Forces </li></ul><ul><li>Operate in all macro environment of forces and trends, increasingly global, that shape opportunities and pose threats. </li></ul>
  6. 6. The Demographic Environment <ul><li>World wide Population Growth </li></ul><ul><li>Population Age Mix </li></ul><ul><li>Ethnic and Others Markets </li></ul><ul><li>Educational Groups </li></ul><ul><li>Household Patterns </li></ul><ul><li>Geographical Shifts in Population </li></ul>
  7. 7. Others Major Macroenvironment <ul><li>Economic Environment: </li></ul><ul><li>- income distribution </li></ul><ul><li>- savings, debt, and credit </li></ul><ul><li>Socio Cultural Environment </li></ul><ul><li>- high persistence of core cultural values </li></ul><ul><li>- existence of subcultures </li></ul>
  8. 8. <ul><li>Natural Environment </li></ul><ul><li>- the shortage of raw materials </li></ul><ul><li>- the increased cost of energy </li></ul><ul><li>- increased pollution levels. </li></ul><ul><li>- the changing role of governments </li></ul><ul><li>Technological Environment </li></ul><ul><li>- accelerating pace of change </li></ul><ul><li>-unlimited opportunities for innovation </li></ul><ul><li>- varying R&D budgets </li></ul><ul><li>- increased regulation of technological change </li></ul><ul><li>Political Legal Environment </li></ul><ul><li>- increase in business legislation </li></ul><ul><li>- growth of special interest groups </li></ul>
  9. 9. Thank You

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