1. Ch3 Gathering information and scanning the environment
Gathering information and scanning the environment is...
1.Importance of Management Information System (why?) to make good decisions and
easy access of data/information
2.Three MIS components are as follows:
T Internal Record System
I Order to payment cycle and sales information system
O Marketing Intelligence System
Updated information
U Marketing research system
MProcess and procedures
3.Identifying the right opportunity
I Getting the right trend
Use of the following:
Surveys
Interviews
I Research
R Questionnaires
4.Adaptable to change. Marketers must pay attention to their interactions, because these
will lead to new opportunities and threats.
5.Awareness should be increased at all levels concerning the need to optimize the
sustainable use of resources, taking into account the development needs of the
clients/customers.
6.Financial Values of the company’s aim is to assist managers who must determine how
to evaluate the strategic alternatives available to them.
7.Understand client/customer needs and wants are essential for commercial success t
o provide better product/service better than any competitor
8.Better options are the current trend in the market. There’s a high customer demand t
o provide clients with healthier products and services

2. 9.Marketing Innovation is encouraging sustainable innovation is the use of effective
metrics to evaluate progress during and impact following new projects.
10.Business ethics on marketing is deliberately applying standards of fairness, or moral
rights and wrongs, to marketing decision-making, behavior, and practice in the
organization.
Rainier A. Abing (Dec. 01, 2009)