Ch3 gathering information and scannning the environment berroya

TOP 10 Learning Questions for

Chapter 3 : Gathering
Information and Scanning the
Environment

Nyel Berroya
December 15, 2011

www.danielberroya.blogspot.com

1. A _________ relies on internal company
records, marketing intelligence activities
and marketing research.

A. Marketing Research System
B. Marketing Decision Support System
C. Marketing Information System
D. Marketing Intelligence System
E. None of the Above


What is Marketing Information System
(MIS)?

 Marketing Information System (MIS) –
consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely and
accurate information to marketing decision
makers.


The company Management Information
System (MIS) should be cross between
what managers think they need, what they
really need, and what is economically
feasible.

Answers all the “WHAT” of the
company goals and strategies.

•Substantial information for
decision making
•Special studies
•Analysis programs
•Helpful improvements
•Periodical reports


2. Marketing Manager rely on internal
records of orders, sales, prices, costs,
inventory levels, receivables, payables, and
so on. Which one is the heart of the internal
records system?

A. Marketing Intelligence System
B. Order-to-payment cycle
C. Sales Information System
D. Databases, Warehousing, Data mining
E. None of the above


Internal records and Marketing
Intelligence

Order-to-Payment Sales
Cycle Information
System
Databases, Marketing
Warehousing, Intelligence
Data Mining System


How does internal records system
works?
Companies need to
perform these steps
quickly and
accurately, because
customers favor
firms that can
promise timely
delivery. Internet
adds efficiency to
order to payment
cycle


3. Which one is not included in the
steps of improving marketing
intelligence system?

A. Motivate channel members to share
intelligence.
B. Purchase information
C. Collect customer feedback
D. Network externally


Steps to improved Marketing
Intelligence

> Train sales force to scan for new developments.
> motivate channel members to share
intelligence.
>network externally
>utilize a customer advisory panel
>utilize gov’t data resources
> purchase information
> collect customer feedback

A non-stop learning process and
improvement to have an effective
marketing intelligence…

> Train sales force to scan for new developments.
> motivate channel members to share
intelligence.
>network externally
>utilize a customer advisory panel
>utilize gov’t data resources
> purchase information
> collect customer feedback

4. Marketing managers collect ________ by
reading books, newspapers, and trade
publications; talking to stakeholders;
monitoring “social media” on the Internet.



By definition …

 Marketing Intelligence System is a set of
procedures and sources of managers use to
obtain everyday information about development in
the marketing environment.


The marketing intelligence system
provides information about everyday
happenings in the marketing environment.
It is based on environmental scanning.

Factors to
consider


4. The internal records system
supplies results data, but the ________
supplies happening data.



5. Which are the following is false?

A. Demographic is human population in terms of size,
location, age, gender, race and occupation.
B. Economic is a business condition by which purchasing
power is dependent on environment and natural
resources.
C. Socio-cultural is relating social and cultural practices,
beliefs and traditions within a particular society.
D. Technological is the development in the field of
technology which affects business new innovations of
production.
E. Political-legal is understanding government’s laws and or
regulations which effects a business enterprise.


Environmental Forces

Demographic

Political-legal Economic

Technological Socio-cultural

Natural


What is Economic environment vs
Natural environment?

 Economic environment - The available
purchasing power in an economy depends
on current income, prices, savings, debt and
credit availability.
 Natural Environment – it is the natural
resources and environmental phenomenon
which affects business activities.


6. One of the 5 ways how marketers finds
relevant information about their
competitors. ________ contain commentaries,
decription of events, and reactions.

A. Public Blogs
B. Social Networking
C. Customer complaint sites
D. Forums.
E. Customer reviews and expert opinions.


Sources of Competitive Information

1. Independent customer goods and services
review forums
2. Distributor or sales agent feedback sites
3. Combination of sales offering customer
reviews and export opinions
4. Customer complaint sites
5. Public blogs


Advantages of Social Media…

Social Media refers to
the use of web-based
and mobile
technologies to turn
communication into an
interactive dialogue.
Blogging is a form of
social media by
expressing freely our
views and opinions via
web across all borders.


6. One of the 5 ways how marketers finds
relevant information about their
competitors. ________ contain commentaries,
decription of events, and reactions.

A. Public Blogs
B. Social Networking
C. Customer complaint sites
D. Independent customer forums.
E. Customer reviews and expert opinions.


7. A _________environment which shapes the
beliefs, values and norms that largely define
consumer tastes and preferences.

A. Demographic
B. Social-cultural
C. Natural
D. Technological
E. Economic


Social – Cultural Environment…

Views of themselves
Views of others
Views of organization
Views of society
Views of nature
Views of universe


Social – Cultural Environment…

 Views of themselves = concern about oneself
 Views of others = concern about unfortunate ones
 Views of organization = concern about self-esteem
due change of events.
 Views of society = composes of makers, takers,
changers, seekers, and escapers.
 Views of nature = nature-lover
 Views of the universe = most are monotheistic.

8. Which has the highest rating in
consumer environmental segments?

A. True blue greens
B. Greenback greens
C. Sprouts
D. Grousers
E. Apathetics


Consumer Environmental Segments

 True blue greens (30%)
 Greenback greens (10%)
 Sprouts (26%)
 Grousers (15%)
 Apathetics (18%)


Consumer Environmental Segments

 True blue greens (30%) > environmental
leaders and activist.
 Greenback greens (10%) > do not have to
behave entirely green. However, they are more
likely to purchase green.
 Sprouts (26%) = environmental fence sitters.
 Grousers (15%) = individual conditions cannot
improve environmental conditions.
 Apathetic (18%) = not concern about the
environment.


9. Which statement is false in the
natural environment trends?

A. The earth raw materials consist of the infinite,
the finite, renewable, and the finite
nonrenewable.
B. Some industrial activity will inevitably damage
the natural environment.
C. One finite nonrenewable resource, oil, has
created serious problems for the world
economy.
D. Governments vary in their concern for and
efforts to promote landfill system.


Natural Environment…

Shortage of raw
materials

Increased
Energy costs

Anti-pollution
pressures

Government
protections


What is Natural Environment?

 The natural environment involves all the natural
resources, such as raw materials or energy sources,
needed by or affected by marketers and marketing
activities.
 The market environment is a marketing term and
refers to actors and forces that affect a firm’s ability
to build and maintain successful relationships with
customers. Three levels of the environment are:
Micro (internal) ; Meso environment ; Macro
(national) environment.


10. Which secondary data source measures
products and brands sold through retail
outlets and data on television audience.

A. Sam/Burke
B. Information resources inc.
C. MRCA information services
D. Nielsen Company


Secondary Commercial Data Sources

NIELSEN SAMI/BURKE

MRCA SIMMONS

INFORMATION ARBITRON
RESOURCES INC.


Who is Nielsen…
 They provide a precise
understanding of the consumer to
help our clients make decisions that
can lead profitable growth. The
company’s measurement and
analytical innovations enable clients
to keep pace with changing market
trends, emerging technology, and
the increasingly demanding
consumer.


Ch3 gathering information and scannning the environment berroya

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (10)

Similar to Ch3 gathering information and scannning the environment berroya

Similar to Ch3 gathering information and scannning the environment berroya (20)

More from Daniel Leon Berroya

More from Daniel Leon Berroya (7)

Recently uploaded

Recently uploaded (20)

Ch3 gathering information and scannning the environment berroya