1. SSS MMDP BATCH 5
Collecting Information For Marketing
Decision Making
Sonny Agdeppa
February 7,2014

2. Where to collect information?

3. Where to collect information?

4. Where to collect information?
1. Management Information System (MIS)

5. Where to collect information?
1. Management Information System (MIS)
2. Trends and Megatrends

6. Where to collect information?
1. Management Information System (MIS)
2. Trends and Megatrends
3.
Major Environmental Forces

7. Where to collect information?
MIS
Components -
Internal Records System
(company records)
Marketing Intelligence System
(outside the company)
Marketing Research System
(analysis)

8. Trends and Megatrends
Fad
•Unpredictable
•Short-lived
vs.
Trend
•More valuable
•More predictable

9. Trends and Megatrends
Megatrends
Large Change in
•Social
•Economic
•Political
•Technological
Influence is 7-10 years, or more

10. Monitoring 6 Environmental Forces
Technological

11. Monitoring 6 Environmental Forces
Technological
Demographics

12. Monitoring 6 Environmental Forces
Technological
Demographics
Political-Legal

13. Monitoring 6 Environmental Forces
Technological
Demographics
Political-Legal
Economic

14. Monitoring 6 Environmental Forces
Technological
Demographics
Political-Legal
Economic
Socio-cultural

15. Monitoring 6 Environmental Forces
Technological
Demographics
Political-Legal
Economic
Socio-cultural
Natural

16. Information for Market Decision Making
MIS
Trends and Megatrends
Environmental
Factors