The document outlines 10 key concepts about gathering information and scanning the environment for marketing purposes. It discusses how marketing information systems help with decision-making, relying on internal records, market intelligence and research. It also covers recognizing trends and opportunities, the six environmental forces that influence marketing, demographic factors, economic conditions, socio-cultural beliefs, sustainability, technology trends, and laws/pressure groups. The concepts are illustrated with examples from marketing case studies.

1. Top 10 Concepts
GATHERING INFORMATION
and SCANNING the
ENVIRONMENT
Carla A. Azucena
Ateneo School of Medicine and Public Health
1

2. Outline:
Gathering Information
1. Marketing Information Systems (MIS)
2. Components of MIS
3. Identifying trends to meet needs and
opportunities
4. Six environmental forces
5. Conclusion

3. Concept 1:
Marketing Information Systems
(MIS) help in making marketing
decisions
MIS consists of:
People Equipment Procedures

4. Concept 1:
Marketing Information Systems
(MIS) help in making marketing
decisions
Macrotrends Micro effects

5. Examples:
 Kotler: DuPont Comforel Pillows
 Local: SMART (Red mobile)
 RP medical: Center for wellness and
Aesthetics (TMC)

6. Concept 2:
MIS relies on what’s inside
and what’s outside
 Internal records
 Marketing Intelligence
 Marketing research

7. Examples:
 Kotler: Wal-mart, Wells Fargo, A.C.
Nielsen
 Local: pinoyexchange.com
 RP: Shaman (TMC), POGS online
database

8. Concept 3:
Recognize and respond to unmet
needs and trends
 Fad: unpredictable, short-
lived
 Trend: shape of the future
 Megatrend: large changes,
slow

9. Examples:
 Kotler: FedEx, Dockers
 Local: SM, Ayala land (Serendra,
Avida)
 RP medical: Belo, Herbal
pharmaceuticals

10. Concept 4:
Six environmental forces
interact and influence marketing
decisions

11. Examples:
 Kotler: Population Overgrowth
 Local: Natural calamities, poverty
 RP medical: advances in studies and
research, new discoveries

12. Concept 5:
Demographic composition
is vital
 Population growth
 Changes in mixes

13. Examples:
 Kotler: MTVTr3s
 Local: MYX, Jolibee, McDonalds, Bodhi
 RP medical: Contraceptive pills,
cosmetic surgery (Belo), Lie-in clinics

14. Concept 6:
Money counts

15. Examples:
 Kotler: Levi’s Capital E and signature
Line
 Local: Ever Gotesco mall, SM savemore
 RP medical: 6570 Beverly Hills Clinic,
4D ultrasound, medical packages

16. Concept 7:
Socio-cultural beliefs determine
preferences

17. Examples:
 Kotler: Beatles, Elvis Presley, Frito-lay
 Local: Selecta, Jolibee
 RP medical: Pia and Maxene Magalona
for Cervical cancer vaccine

18. Concept 8:
Green is the new Blue!

19. Examples:
 Kotler: Toyota Prius
 Local: SM reusable shopping bags,
Cebu-Pacific, Starbucks
 RP medical: Digital xray films,
computerized prescriptions

20. Concept 9:
Monitor trends in technology
 Change
 Innovation
 R&D budgets
 regulation

21. Examples:
 Kotler: iPod, Human Genome project
 Local: Globe, Smart
 RP medical: Smartphones (iPhone,
blackberry, PocketPc), telemicroscopy

22. Concept 10:
Work with laws and pressure
groups

23. Examples:
 Kotler: Consumerist movement,
Nutrition labels
 Local: Pink wheels
 RP medical: Mercury Drug store,
Magna carta of patient’s rights

24. Summary and conclusion:
Gathering information….
1. Is important
2. Consists of several components
3. Is the key to opportunities
4. Involves everybody and is affected by
6 forces
5. Entails riding trends

25. Top 10 Concepts
GATHERING INFORMATION
and SCANNING the
ENVIRONMENT
Carla A. Azucena
Ateneo School of Medicine and Public Health
25