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Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
Ch3 gathering information and scanning the environment avellana
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Ch3 gathering information and scanning the environment avellana

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  • 1. TOP 10 Learning Concepts Ch 3: Gathering Information and Scanning the Environment
    Ma. Katrina S. Avellana
    April 2011
    http://kavellana.blogspot.com
  • 2. Outline of the Presentation
    2
    • What is a Marketing Information System (MIS)?
    • 3. What are some emerging trends in business?
    • 4. What are the steps to improve Marketing Intelligence?
    • 5. What are sources of competitive information
    • 6. What are the environmental forces shaping business landscape?
    http://kavellana.blogspot.com
  • 7. 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.
    3
    http://kavellana.blogspot.com
  • 8. 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.
    4
    http://kavellana.blogspot.com
  • 9. 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.
    5
    http://kavellana.blogspot.com
  • 10. 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.
    6
    http://kavellana.blogspot.com
  • 11. 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.
    7
    http://kavellana.blogspot.com
  • 12. Marketing Information System (MIS)
    • Provides information on buyer preferences and behavior
    8
    http://kavellana.blogspot.com
  • 13. Marketing Information System (MIS) applied: Dupont’s Pillow Study
    • Provides information on buyer preferences and behavior
    Pillow Segments
    9
    http://kavellana.blogspot.com
  • 18. Information needs probes
    • What decisions do you regularly make?
    • 19. What information is needed for these decisions?
    • 20. What information do you regularly get?
    • 21. What special studies do you periodically request?
    • 22. What information is needed but not given?
    • 23. What 4 improvements are for the present MIS?
    10
    http://kavellana.blogspot.com
  • 24. Internal Records and Marketing Intelligence
    Sales Information System
    Order-to-Payment Cycle
    Marketing Intelligence System
    Databases, Warehousing, Data Mining
    11
    http://kavellana.blogspot.com
  • 25. Steps to Improve Marketing Intelligence
    Motivate channel members to share intelligence
    Train Sales Force to scan for developments
    Utilize government data resources
    Utilize a customer advisory panel
    Collect customer feedback online
    Purchase information
    Network externally
    12
    http://kavellana.blogspot.com
  • 26. Sources of Competitive Information
    • Independent customer goods and service review forums
    • 27. Distributor of sales agent feedback sites
    • 28. Combination sites offering reviews and expert opinions
    • 29. Customer complaint sites
    • 30. Public blogs
    13
    http://kavellana.blogspot.com
  • 31. Some Emerging Business Trends
    • Increases in public-sector activity
    14
    http://kavellana.blogspot.com
  • 32. Some Emerging Business Trends
    • Changes in consumer landscape
    15
    http://kavellana.blogspot.com
  • 33. Some Emerging Business Trends
    • Technological connectivity
    16
    http://kavellana.blogspot.com
  • 34. Emerging Business Trends
    • Increase in demand for natural resources
    17
    http://kavellana.blogspot.com
  • 35. Emerging Business Trends
    • Emergence of new global industry structures
    18
    http://kavellana.blogspot.com
  • 36. Emerging Business Trends
    • Ubiquitous access to information
    19
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  • 37. Environmental Forces Shaping the Business Landscape
    20
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  • 44. Environmental Forces Shaping the Business Landscape
    • Political-Legal
    • 45. Increase in business legislation
    • 46. Growth of special interest groups
    21
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  • 47. Environmental Forces Shaping the Business Landscape
    • Technological
    • 48. Pace of change
    • 49. Opportunities for innovation
    • 50. Varying R&D budgets
    • 51. Increased regulation of change
    22
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  • 52. Environmental Forces Shaping the Business Landscape
    • Natural
    • 53. Shortage of raw materials
    • 54. Increased energy costs
    • 55. Anti-pollution measures
    • 56. Governmental protections
    23
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  • 57. Environmental Forces Shaping the Business Landscape
    • Socio-Cultural
    • 58. Views of themselves
    • 59. Views of others
    • 60. Views of organizations
    • 61. Views of society
    • 62. Views of nature
    • 63. Views of the universe
    24
    http://kavellana.blogspot.com
  • 64. Environmental Forces Shaping the Business Landscape
    • Economic
    25
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  • 65. Summary
    • Marketing Information System (MIS) is a critical tool in making major marketing decisions.
    • 66. Understanding marketing trends and factors affecting dynamic change is an essential part of management.
    26
    http://kavellana.blogspot.com
  • 67. TOP 10 Learning Concepts Ch 3: Gathering Information and Scanning the Environment
    Ma. Katrina S. Avellana
    April 2011
    http://kavellana.blogspot.com

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