TOP 10 Learning Questions for Chapter 3 : Gathering Information and Scanning the Environment Nyel Berroya December 15, 201...
1. A _________ relies on internal company records, marketing intelligence activities and marketing research. <ul><li>Marke...
What is Marketing Information System (MIS)?  <ul><li>Marketing Information System (MIS) – consists of people, equipment, a...
The company Management Information System (MIS) should be cross between what managers think they need, what they really ne...
1. A _________ relies on internal company records, marketing intelligence activities and marketing research. <ul><li>Marke...
2. Marketing Manager rely on internal records of orders, sales, prices, costs, inventory levels, receivables, payables, an...
Internal records and Marketing Intelligence www.danielberroya.blogspot.com Order-to-Payment Cycle Databases, Warehousing, ...
How does internal records system works?  www.danielberroya.blogspot.com Companies need to perform these steps quickly and ...
2. Marketing Manager rely on internal records of orders, sales, prices, costs, inventory levels, receivables, payables, an...
3. Which one is not included in the steps of improving marketing intelligence system? <ul><li>Motivate channel members to ...
Steps to improved Marketing Intelligence <ul><li>> Train sales force to scan for new developments. </li></ul><ul><li>> mot...
A non-stop learning process and improvement to have an effective marketing intelligence… <ul><li>> Train sales force to sc...
3. Which one is not included in the steps of improving marketing intelligence system? <ul><li>Motivate channel members to ...
4. Marketing managers collect ________ by reading books, newspapers, and trade publications; talking to stakeholders; moni...
By definition … <ul><li>Marketing Intelligence System is a set of procedures and sources of managers use to obtain everyda...
The marketing intelligence system provides information about everyday happenings in the marketing environment. It is based...
4. The internal records system supplies results data, but the ________ supplies happening data.  <ul><li>Marketing Researc...
5. Which are the following is false? <ul><li>Demographic is human population in terms of size, location, age, gender, race...
Environmental Forces www.danielberroya.blogspot.com Political-legal Technological Natural  Demographic Economic Socio-cult...
What is Economic environment vs Natural environment? <ul><li>Economic environment - The available purchasing power in an e...
5. Which are the following is false? <ul><li>Demographic is human population in terms of size, location, age, gender, race...
6. One of the 5 ways how marketers finds relevant information about their competitors. ________ contain commentaries, decr...
Sources of Competitive Information <ul><li>Independent customer goods and services review forums  </li></ul><ul><li>Distri...
Advantages of Social Media… www.danielberroya.blogspot.com Social Media refers to the use of web-based and mobile technolo...
6. One of the 5 ways how marketers finds relevant information about their competitors. ________ contain commentaries, decr...
7. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences. ...
Social – Cultural Environment… www.danielberroya.blogspot.com Views of themselves Views of others Views of organization Vi...
Social – Cultural Environment… <ul><li>Views of themselves = concern about oneself  </li></ul><ul><li>Views of others = co...
7. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences. ...
8. Which has the highest rating in consumer environmental segments? <ul><li>True blue greens </li></ul><ul><li>Greenback g...
Consumer Environmental Segments <ul><li>True blue greens (30%) </li></ul><ul><li>Greenback greens (10%) </li></ul><ul><li>...
Consumer Environmental Segments <ul><li>True blue greens (30%) > environmental leaders and activist. </li></ul><ul><li>Gre...
8. Which has the highest rating in consumer environmental segments? <ul><li>True blue greens </li></ul><ul><li>Greenback g...
9. Which statement is false in the natural environment trends? <ul><li>The earth raw materials consist of the infinite, th...
Natural Environment… www.danielberroya.blogspot.com Increased  Energy costs Shortage of raw materials Anti-pollution press...
What is Natural Environment? <ul><li>The natural environment involves all the natural resources, such as raw materials or ...
9. Which statement is false in the natural environment trends? <ul><li>The earth raw materials consist of the infinite, th...
10.  Which secondary data source measures products and brands sold through retail outlets and data on television audience....
Secondary Commercial Data Sources www.danielberroya.blogspot.com NIELSEN MRCA INFORMATION RESOURCES INC. ARBITRON SIMMONS ...
Who is Nielsen…  <ul><li>They  provide a precise understanding of the consumer to help our clients make decisions that can...
10.  Which secondary data source measures products and brands sold through retail outlets and data on television audience....
TOP 10 Learning Questions for Chapter 3 : Gathering Information and Scanning the Environment Nyel Berroya December 15, 201...
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Ch3 gathering information and scannning the environment berroya

  1. 1. TOP 10 Learning Questions for Chapter 3 : Gathering Information and Scanning the Environment Nyel Berroya December 15, 2011 www.danielberroya.blogspot.com
  2. 2. 1. A _________ relies on internal company records, marketing intelligence activities and marketing research. <ul><li>Marketing Research System </li></ul><ul><li>Marketing Decision Support System </li></ul><ul><li>Marketing Information System </li></ul><ul><li>Marketing Intelligence System </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com
  3. 3. What is Marketing Information System (MIS)? <ul><li>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. </li></ul>www.danielberroya.blogspot.com
  4. 4. The company Management Information System (MIS) should be cross between what managers think they need, what they really need, and what is economically feasible. www.danielberroya.blogspot.com <ul><li>Answers all the “WHAT” of the company goals and strategies. </li></ul><ul><li>Substantial information for decision making </li></ul><ul><li>Special studies </li></ul><ul><li>Analysis programs </li></ul><ul><li>Helpful improvements </li></ul><ul><li>Periodical reports </li></ul>
  5. 5. 1. A _________ relies on internal company records, marketing intelligence activities and marketing research. <ul><li>Marketing Research System </li></ul><ul><li>Marketing Decision Support System </li></ul><ul><li>Marketing Information System </li></ul><ul><li>Marketing Intelligence System </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com
  6. 6. 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? <ul><li>Marketing Intelligence System </li></ul><ul><li>Order-to-payment cycle </li></ul><ul><li>Sales Information System </li></ul><ul><li>Databases, Warehousing, Data mining </li></ul><ul><li>None of the above </li></ul>www.danielberroya.blogspot.com
  7. 7. Internal records and Marketing Intelligence www.danielberroya.blogspot.com Order-to-Payment Cycle Databases, Warehousing, Data Mining Sales Information System Marketing Intelligence System
  8. 8. How does internal records system works? www.danielberroya.blogspot.com 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 cycle
  9. 9. 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? <ul><li>Marketing Intelligence System </li></ul><ul><li>Order-to-payment cycle </li></ul><ul><li>Sales Information System </li></ul><ul><li>Databases, Warehousing, Data mining </li></ul><ul><li>None of the above </li></ul>www.danielberroya.blogspot.com
  10. 10. 3. Which one is not included in the steps of improving marketing intelligence system? <ul><li>Motivate channel members to share intelligence. </li></ul><ul><li>Purchase information </li></ul><ul><li>Collect customer feedback </li></ul><ul><li>Network externally </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com
  11. 11. Steps to improved Marketing Intelligence <ul><li>> Train sales force to scan for new developments. </li></ul><ul><li>> motivate channel members to share intelligence. </li></ul><ul><li>>network externally </li></ul><ul><li> >utilize a customer advisory panel </li></ul><ul><li>>utilize gov’t data resources </li></ul><ul><li> > purchase information </li></ul><ul><li>> collect customer feedback </li></ul>www.danielberroya.blogspot.com
  12. 12. A non-stop learning process and improvement to have an effective marketing intelligence… <ul><li>> Train sales force to scan for new developments. </li></ul><ul><li>> motivate channel members to share intelligence. </li></ul><ul><li>>network externally </li></ul><ul><li> >utilize a customer advisory panel </li></ul><ul><li>>utilize gov’t data resources </li></ul><ul><li> > purchase information </li></ul><ul><li>> collect customer feedback </li></ul>www.danielberroya.blogspot.com
  13. 13. 3. Which one is not included in the steps of improving marketing intelligence system? <ul><li>Motivate channel members to share intelligence. </li></ul><ul><li>Purchase information </li></ul><ul><li>Collect customer feedback </li></ul><ul><li>Network externally </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com
  14. 14. 4. Marketing managers collect ________ by reading books, newspapers, and trade publications; talking to stakeholders; monitoring “social media” on the Internet. <ul><li>Marketing Research System </li></ul><ul><li>Marketing Decision Support System </li></ul><ul><li>Marketing Information System </li></ul><ul><li>Marketing Intelligence System </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com
  15. 15. By definition … <ul><li>Marketing Intelligence System is a set of procedures and sources of managers use to obtain everyday information about development in the marketing environment. </li></ul>www.danielberroya.blogspot.com
  16. 16. The marketing intelligence system provides information about everyday happenings in the marketing environment. It is based on environmental scanning. www.danielberroya.blogspot.com Factors to consider
  17. 17. 4. The internal records system supplies results data, but the ________ supplies happening data. <ul><li>Marketing Research System </li></ul><ul><li>Marketing Decision Support System </li></ul><ul><li>Marketing Information System </li></ul><ul><li>Marketing Intelligence System </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com
  18. 18. 5. Which are the following is false? <ul><li>Demographic is human population in terms of size, location, age, gender, race and occupation. </li></ul><ul><li>Economic is a business condition by which purchasing power is dependent on environment and natural resources. </li></ul><ul><li>Socio-cultural is relating social and cultural practices, beliefs and traditions within a particular society. </li></ul><ul><li>Technological is the development in the field of technology which affects business new innovations of production. </li></ul><ul><li>Political-legal is understanding government’s laws and or regulations which effects a business enterprise. </li></ul>www.danielberroya.blogspot.com
  19. 19. Environmental Forces www.danielberroya.blogspot.com Political-legal Technological Natural Demographic Economic Socio-cultural
  20. 20. What is Economic environment vs Natural environment? <ul><li>Economic environment - The available purchasing power in an economy depends on current income, prices, savings, debt and credit availability. </li></ul><ul><li>Natural Environment – it is the natural resources and environmental phenomenon which affects business activities. </li></ul>www.danielberroya.blogspot.com
  21. 21. 5. Which are the following is false? <ul><li>Demographic is human population in terms of size, location, age, gender, race and occupation. </li></ul><ul><li>Economic is a business condition by which purchasing power is dependent on environment and natural resources. </li></ul><ul><li>Socio-cultural is relating social and cultural practices, beliefs and traditions within a particular society. </li></ul><ul><li>Technological is the development in the field of technology which affects business new innovations of production. </li></ul><ul><li>Political-legal is understanding government’s laws and or regulations which effects a business enterprise. </li></ul>www.danielberroya.blogspot.com
  22. 22. 6. One of the 5 ways how marketers finds relevant information about their competitors. ________ contain commentaries, decription of events, and reactions. <ul><li>Public Blogs </li></ul><ul><li>Social Networking </li></ul><ul><li>Customer complaint sites </li></ul><ul><li>Forums. </li></ul><ul><li>Customer reviews and expert opinions. </li></ul>www.danielberroya.blogspot.com
  23. 23. Sources of Competitive Information <ul><li>Independent customer goods and services review forums </li></ul><ul><li>Distributor or sales agent feedback sites </li></ul><ul><li>Combination of sales offering customer reviews and export opinions </li></ul><ul><li>Customer complaint sites </li></ul><ul><li>Public blogs </li></ul>www.danielberroya.blogspot.com
  24. 24. Advantages of Social Media… www.danielberroya.blogspot.com 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.
  25. 25. 6. One of the 5 ways how marketers finds relevant information about their competitors. ________ contain commentaries, decription of events, and reactions. <ul><li>Public Blogs </li></ul><ul><li>Social Networking </li></ul><ul><li>Customer complaint sites </li></ul><ul><li>Independent customer forums. </li></ul><ul><li>Customer reviews and expert opinions. </li></ul>www.danielberroya.blogspot.com
  26. 26. 7. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences. <ul><li>Demographic </li></ul><ul><li>Social-cultural </li></ul><ul><li>Natural </li></ul><ul><li>Technological </li></ul><ul><li>Economic </li></ul>www.danielberroya.blogspot.com
  27. 27. Social – Cultural Environment… www.danielberroya.blogspot.com Views of themselves Views of others Views of organization Views of society Views of nature Views of universe
  28. 28. Social – Cultural Environment… <ul><li>Views of themselves = concern about oneself </li></ul><ul><li>Views of others = concern about unfortunate ones </li></ul><ul><li>Views of organization = concern about self-esteem due change of events. </li></ul><ul><li>Views of society = composes of makers, takers, changers, seekers, and escapers. </li></ul><ul><li>Views of nature = nature-lover </li></ul><ul><li>Views of the universe = most are monotheistic. </li></ul>www.danielberroya.blogspot.com
  29. 29. 7. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences. <ul><li>Demographic </li></ul><ul><li>Social-cultural </li></ul><ul><li>Natural </li></ul><ul><li>Technological </li></ul><ul><li>Economic </li></ul>www.danielberroya.blogspot.com
  30. 30. 8. Which has the highest rating in consumer environmental segments? <ul><li>True blue greens </li></ul><ul><li>Greenback greens </li></ul><ul><li>Sprouts </li></ul><ul><li>Grousers </li></ul><ul><li>Apathetics </li></ul>www.danielberroya.blogspot.com
  31. 31. Consumer Environmental Segments <ul><li>True blue greens (30%) </li></ul><ul><li>Greenback greens (10%) </li></ul><ul><li>Sprouts (26%) </li></ul><ul><li>Grousers (15%) </li></ul><ul><li>Apathetics (18%) </li></ul>www.danielberroya.blogspot.com
  32. 32. Consumer Environmental Segments <ul><li>True blue greens (30%) > environmental leaders and activist. </li></ul><ul><li>Greenback greens (10%) > do not have to behave entirely green. However, they are more likely to purchase green. </li></ul><ul><li>Sprouts (26%) = environmental fence sitters. </li></ul><ul><li>Grousers (15%) = individual conditions cannot improve environmental conditions. </li></ul><ul><li>Apathetic (18%) = not concern about the environment. </li></ul>www.danielberroya.blogspot.com
  33. 33. 8. Which has the highest rating in consumer environmental segments? <ul><li>True blue greens </li></ul><ul><li>Greenback greens </li></ul><ul><li>Sprouts </li></ul><ul><li>Grousers </li></ul><ul><li>Apathetics </li></ul>www.danielberroya.blogspot.com
  34. 34. 9. Which statement is false in the natural environment trends? <ul><li>The earth raw materials consist of the infinite, the finite, renewable, and the finite nonrenewable. </li></ul><ul><li>Some industrial activity will inevitably damage the natural environment. </li></ul><ul><li>One finite nonrenewable resource, oil, has created serious problems for the world economy. </li></ul><ul><li>Governments vary in their concern for and efforts to promote landfill system. </li></ul><ul><li>None of the above </li></ul>www.danielberroya.blogspot.com
  35. 35. Natural Environment… www.danielberroya.blogspot.com Increased Energy costs Shortage of raw materials Anti-pollution pressures Government protections
  36. 36. What is Natural Environment? <ul><li>The natural environment involves all the natural resources, such as raw materials or energy sources, needed by or affected by marketers and marketing activities. </li></ul><ul><li>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. </li></ul>www.danielberroya.blogspot.com
  37. 37. 9. Which statement is false in the natural environment trends? <ul><li>The earth raw materials consist of the infinite, the finite, renewable, and the finite nonrenewable. </li></ul><ul><li>Some industrial activity will inevitably damage the natural environment. </li></ul><ul><li>One finite nonrenewable resource, oil, has created serious problems for the world economy. </li></ul><ul><li>Governments vary in their concern for and efforts to promote landfill system. </li></ul><ul><li>None of the above </li></ul>www.danielberroya.blogspot.com
  38. 38. 10. Which secondary data source measures products and brands sold through retail outlets and data on television audience. <ul><li>Sam/Burke </li></ul><ul><li>Information resources inc. </li></ul><ul><li>MRCA information services </li></ul><ul><li>Nielsen Company </li></ul><ul><li>None of the above </li></ul>www.danielberroya.blogspot.com
  39. 39. Secondary Commercial Data Sources www.danielberroya.blogspot.com NIELSEN MRCA INFORMATION RESOURCES INC. ARBITRON SIMMONS SAMI/BURKE
  40. 40. Who is Nielsen… <ul><li>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. </li></ul>www.danielberroya.blogspot.com
  41. 41. 10. Which secondary data source measures products and brands sold through retail outlets and data on television audience. <ul><li>Sam/Burke </li></ul><ul><li>Information resources inc. </li></ul><ul><li>MRCA information services </li></ul><ul><li>Nielsen Company </li></ul><ul><li>None of the above </li></ul>www.danielberroya.blogspot.com
  42. 42. TOP 10 Learning Questions for Chapter 3 : Gathering Information and Scanning the Environment Nyel Berroya December 15, 2011 www.danielberroya.blogspot.com

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