Gathering information and scanning the environment

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Gathering information and scanning the environment

  1. 1. Gathering Information and Scanning the EnvironmentMarketing Quality Circle<br />
  2. 2. LEARNING OBJECTIVES<br />After reading this chapter, students should:<br />Know the components of a modern marketing information system<br />Know what are useful internal records <br />Know what is involved with a marketing intelligence system<br />Know what are the key methods for tracking and identifying opportunities in the macroenvironment<br />Know what are some important macroenvironment developments <br />
  3. 3. What is a Marketing Information System (MIS)?<br />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. <br />
  4. 4. Information Needs Probes<br />What decisions do you regularly make?<br />What information do you need to make these decisions?<br />What information do you regularly get?<br />What special studies do you periodically request?<br />What information would you want that you are not getting now?<br />What are the four most helpful improvements that could be made in the present marketing information system?<br />
  5. 5. Internal Records and Marketing Intelligence<br />Order-to-Payment<br />CycleAccounts Receivable Ledger<br />Sales <br />Information<br />System<br />Databases,<br />Warehousing, <br />Data Mining<br />Marketing<br />Intelligence<br />System<br />A Marketing Intelligence System is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.<br />
  6. 6. The Marketing Intelligence System<br />Train sales force to scan for new developments<br />Motivate channel members to share intelligence<br />Network externally<br />Utilize a customer advisory panel<br />Utilize government data resources<br />Purchase information<br />Collect customer feedback online<br />
  7. 7. Analyzing the Macro Environment<br />Needs and Trends<br />Identifying the Major Forces<br />
  8. 8. Trends Shaping the Business Landscape<br />Profound shifts in centers of economic activity<br />Increases in public-sector activity<br />Change in consumer landscape<br />Technological connectivity<br />Scarcity of well-trained talent<br />Increase in demand for natural resources<br />Emergence of new global industry structures<br />Ubiquitous access to information<br />Management shifts from art to science<br />Increase in scrutiny of big business practices<br />
  9. 9. Demographic<br />Company<br />Economic<br />Cultural<br />Company<br />Suppliers<br />Publics<br />Competitors<br />Customers<br />Natural<br />Political<br />Intermediaries<br />Technological<br />Marketing Environment<br />Micro Environment<br />Macro Environment<br />
  10. 10. Forces in the Company’s Macro environment<br />
  11. 11. Actors in Microenvironment<br />
  12. 12. SESSION 2<br />CHAPTER 3<br />Political and legal Environment<br />Order-to-Payment<br />Cycle<br />Publics <br />Financial Publics<br />Media Publics<br />Government Publics<br />Citizen Action Publics<br />Local Publics<br />General Public<br />Internal Public<br />Cultural Environment <br /><ul><li>Environmental greening
  13. 13. Desire for convenience
  14. 14. Changing gender roles
  15. 15. Health and fitness consciousness</li></ul>Sales <br />Information<br />System<br />Databases,<br />Warehousing, <br />Data Mining<br />Environmental Responsibility<br />

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