Expedition     Tito             Marcial<br />Gathering Information <br />and Scanning the Environment<br />1<br />SHALL<br />
Marketing<br />Information<br />			System<br />2<br />
Gathering Information<br /><ul><li>What are the components of a modern marketing information system?
How can marketers improve marketing decisions through  intelligence systems and marketing research?</li></ul>A Marketing I...
Internal Records and <br />Marketing Intelligence<br />4<br />Gathering Information<br />Sales<br />InformationSystem<br /...
Gathering Information<br />Marketing Intelligence System<br /><ul><li>set of procedures and sources used by managers to ob...
Gathering Information<br />Steps to Improve Marketing Intelligence<br />Train sales force to scan for new developments<br ...
Gathering Information<br />Sources of Competitive Information<br /><ul><li> Independent customer goods and services review...
Combination sites offering customer review  forums
Customer complaint sites
Public blogs</li></ul>7<br />
Marketing <br />Research <br />System<br />8<br />
Scanning the Environment <br />(Analyzing the Macroenvironment)<br /><ul><li>Fads- unpredictable, short-lived and without ...
Trend- direction or sequence of events ( momentum and durability)</li></ul>9<br />Scanning the Environment<br />
Trends Shaping the Business Landscape<br /><ul><li>Increase in public sector  activity
Change in consumer landscape
Technological connectivity
Scarcity of well-trained talents
Emergence of new global industry structures
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Marketing assignment chapter 3

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Marketing assignment chapter 3

  1. 1. Expedition Tito Marcial<br />Gathering Information <br />and Scanning the Environment<br />1<br />SHALL<br />
  2. 2. Marketing<br />Information<br /> System<br />2<br />
  3. 3. Gathering Information<br /><ul><li>What are the components of a modern marketing information system?
  4. 4. How can marketers improve marketing decisions through intelligence systems and marketing research?</li></ul>A Marketing Information System (MIS) consists of people, equipment and processes to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.<br />3<br />
  5. 5. Internal Records and <br />Marketing Intelligence<br />4<br />Gathering Information<br />Sales<br />InformationSystem<br />Order-to-Payment Cycle<br />Databases,<br />Warehousing,<br />Data Mining<br />Marketing Intelligence<br />System<br />
  6. 6. Gathering Information<br />Marketing Intelligence System<br /><ul><li>set of procedures and sources used by managers to obtain everyday information about pertinent developments in the marketing environment.</li></ul>5<br />
  7. 7. Gathering Information<br />Steps to Improve Marketing Intelligence<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 sources <br />Collect customer feedback online<br />6<br />
  8. 8. Gathering Information<br />Sources of Competitive Information<br /><ul><li> Independent customer goods and services review forums.
  9. 9. Combination sites offering customer review forums
  10. 10. Customer complaint sites
  11. 11. Public blogs</li></ul>7<br />
  12. 12. Marketing <br />Research <br />System<br />8<br />
  13. 13. Scanning the Environment <br />(Analyzing the Macroenvironment)<br /><ul><li>Fads- unpredictable, short-lived and without social, economic and political significance.
  14. 14. Trend- direction or sequence of events ( momentum and durability)</li></ul>9<br />Scanning the Environment<br />
  15. 15. Trends Shaping the Business Landscape<br /><ul><li>Increase in public sector activity
  16. 16. Change in consumer landscape
  17. 17. Technological connectivity
  18. 18. Scarcity of well-trained talents
  19. 19. Emergence of new global industry structures
  20. 20. Management shifts from art to science</li></ul>10<br />Scanning the Environment<br />
  21. 21. Environmental Factors<br /><ul><li>Demographic
  22. 22. Economic
  23. 23. Political-legal
  24. 24. Natural
  25. 25. Socio-cultural
  26. 26. Technological</li></ul>11<br />Scanning the Environment<br />
  27. 27. Population and Demographics<br /><ul><li>Worldwide population growth
  28. 28. Population age mix
  29. 29. Ethnic markets
  30. 30. Educational groups
  31. 31. Household patterns
  32. 32. Geographic shifts in population</li></ul>12<br />Scanning the Environment<br />
  33. 33. Economic Environment<br /><ul><li>Income distribution
  34. 34. Savings, debt, and credit availability
  35. 35. Outsourcing and free trade</li></ul>13<br />Scanning the Environment<br />
  36. 36. Socio-Cultural Environment<br /><ul><li>Views of themselves
  37. 37. Views of others
  38. 38. Views of organization
  39. 39. Views of society
  40. 40. Views of nature
  41. 41. Views of the universe</li></ul>14<br />Scanning the Environment<br />
  42. 42. Natural Environment<br /><ul><li>Shortage of raw materials
  43. 43. Increased energy costs
  44. 44. Anti-pollution pressures
  45. 45. Governmental protections</li></ul>15<br />Scanning the Environment<br />
  46. 46. Technological Environment<br /><ul><li>Pace of change
  47. 47. Opportunities for innovation
  48. 48. Varying R&D budgets
  49. 49. Increased regulation of change</li></ul>16<br />Scanning the Environment<br />
  50. 50. Political-Legal Environmental Environment<br /><ul><li>Increase in business legislation
  51. 51. Growth of special interest groups</li></ul>17<br />Scanning the Environment<br />
  52. 52. Expedition Tito Marcial<br />Gathering Information <br />and Scanning the Environment<br />18<br />SHALL<br />
  53. 53. 19<br />

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