This chapter discusses components of a modern marketing information system. It addresses the importance of marketers identifying marketplace changes and being trend trackers. An effective marketing information system consists of collecting internal records, marketing intelligence, and marketing research to distribute timely and accurate information to decision makers. The system has three components: an internal records system, a marketing intelligence system, and a marketing research system.

2. Chapter II
Gathering Information and Scanning The
Environment កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
In this chapter, we will address the following issues:
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក:
1.Components of a Modern Marketing Information System
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
2. Internal Records and Marketing Intelligence
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
3. Putting Data to Work with Business Integration Software
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកក
4. Analysing the Macroenvironment
កកកកក Macroenvironment កកក
5. The Demographic Environment
កកកកកកកកកកកកកកកកកកកកកកក
6. Other Major Macroenvironments
កកកកកកកកកកកកក Macroenvironments
2

3. Components of A Modern Marketing Information
System កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
 The major responsibility for identifying significant marketplace changes falls to the
company’s marketers.
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
 They must be the trend trackers and opportunity seekers.
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
 Marketers have two advantages: they have disciplined methods for collecting
information and they also spend more time interacting with customers and
observing competition.
កកកកកកកកកកកកកកកកកកកកកកកកកកក: កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
3Lecturer: Yann Phary, PhD Candidate

4. Components of A Modern Marketing Information
System (Con’t) កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកWHY Creating Marketing Information System (MIS)?
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក (MIS)?
 Every firm must organize and distribute a continuous flow of information to its
marketing managers. កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
 Marketing Information System (MIS) is designed to meet the manager’s information
needs of the company. កកកកកកកកកកកកកកកកកកកកកកក (MIS) កកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
 A 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. កកកកកកកកកកកកកកកកកកកកកក
(កកកកកកកកកកកកកកកកកក) កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកក, កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
 A marketing information system is developed from internal company records,
marketing intelligence activities, and marketing research. កកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
4

5. Components of A Modern Marketing
Information System (Con’t)
MIS has three components: MIS កកកកកកកកកកកក:
Internal records system: included information on the order-to-payment cycle and
sales reporting systems
កកកកកកកកកកកកកកកកកកកកកកកកកក: កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
Marketing intelligence system: is a set of procedures and sources used by
managers to obtain everyday information about pertinent development in the
marketing environment
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក: កកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
Marketing research system: allows for the systematic design, collection, analysis,
and reporting of data and findings relevant to a specific marketing situation.
កកកកកកកកកកកកកកកកកកកកកកកកកកកកក: កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
កកកកកកកកកកកកកកកកកកកកកកកកកកកកកក
5

6. Components of A Modern Marketing Information
System (Con’t)
HOW to Create Marketing Information System (MIS)? រររររររររររររររររររររររររ
រររររររ (MIS)
 Information Needs Probes: រររររររររររររររររររររររររ:
1.What decisions do you regularly make? តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត?
2.What information do you need to make these decisions? តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតតតតតតតតតតតតតតតតតត?
3.What information do you regularly get? តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត?
4.What special studies do you periodically request? តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតត?
5.what information would you want that you are not getting now? តតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត?
6.What information would you want daily? Weekly? Monthly? Yearly? តតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតតតតតត? តតតតតតតតតតតតត? តតតតតតតត? តតតតតតតតតតត?
7.What magazines and trade reports would you like to see on a regular basis? តតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត?
8.What topic would you like to be kept informed of? តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតតតតតតតតតត?
9.What data analysis programs would you want? តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតតត?
10.What are the four most helpful improvements that could be made in the present marketing information
system?តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត?
6

7. Internal Records and Marketing Intelligence
តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត
Internal Records:តតតតតតតតតតតតតតតតត:
Internal records are known as internal reports on orders, sales, prices, costs,
inventory levels, receivables, payables, and so on, used by the marketing managers
to analyze in order to spot the important opportunities and problems.
តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតតតតត, តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត,
តតតត, តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតត
The internal records can be used as Databases, Data Warehousing, and Data
Mining
តតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតតត
តតតតតតតតតតតតតតតតតតតតត
7Lecturer: Yann Phary, PhD Candidate

8. Internal Records and Marketing
Intelligence (Con’t)
The Market Intelligence System:
 The internal records system supplies results data, but the marketing
intelligence system supplies happening data.
 A marketing intelligence system is a set of procedures and sources
managers use to obtain everyday information about developments in
the marketing environment.
 Marketing managers collect marketing intelligence by: reading
books, newspapers, and trade publications; talking to customers,
suppliers, and distributors; and meeting with other company managers.
8Lecturer: Yann Phary, PhD Candidate

9. Internal Records and Marketing
Intelligence (Con’t)
Steps to improve the quality of marketing intelligence:
 Training and motivating sales force to spot and report new
developments
 Motivating distributors, retailers, and other intermediaries to pass
along important intelligence
 Networking externally
 Setting up a customer advisory panel
 Taking advantage of government data resources
 Purchasing information from outside suppliers
 Using online customer feedback systems to collect competitive
intelligence
9Lecturer: Yann Phary, PhD Candidate

10. Analyzing the Macroenvironment
(Con’t)
By analyzing the macroenvironment, successful companies recognize
and respond profitably to unmet needs and trends.
Needs and Trends
 Enterprising individuals and companies manage to create new
solutions to unmet needs. Companies could make a fortune if they
could solve any of the existing problem: a cure for cancer, chemical
cures for mental diseases, tasty nutritious food, and affordable housing
etc.
 Trend: is a direction or sequence of events that has some
momentum and durability. Trends are predictable and durable. A trend
reveals the shape of the future and provides many opportunities.
10Lecturer: Yann Phary, PhD Candidate

11. Analyzing the Macroenvironment
(Con’t)
Identifying the Major Forces
 Macroenvironment of forces and trends shape opportunities and
pose threats. These forces represent “noncontrollables”, which the
company must monitor and to which it must respond. In the economic
arena, companies and consumers are increasingly affected by global
forces.
 Within the rapidly changing global picture, the firm must monitor six
major forces: demographic, economic, social-cultural, natural,
technological, and political.
11Lecturer: Yann Phary, PhD Candidate

12. The Demographic Environment
(Con’t)
 The main demographic force that marketers monitor is population,
because people make up markets
 Marketers are keenly interested in the size and growth rate of:
population in cities, regions, and nations; age distribution and ethnic
mix; educational levels; household pattern; and regional characteristics
and movement.
12Lecturer: Yann Phary, PhD Candidate

13.  Worldwide population growth: explosive population growth has
major implications for business. A growing population does not mean
growing markets unless these markets have sufficient purchasing
power.
 Population Age Mix: Normal population vary in their age mix. A
population can be subdivided into six age groups: preschool, school-
age children, teens, young adults age 25 to 40, middle-aged adults age
40 to 65, and older adults age 65 and up.
 Ethnic and other markets: Countries also vary in ethnic and racial
makeup. Ethnic groups have certain specific wants and buying habits.
Yet marketers must be careful not to overgeneralize about ethnic
groups. Within each ethnic group are consumers who are quite
different from each other especially in Asian market.
13Lecturer: Yann Phary, PhD Candidate
The Demographic Environment
(Con’t)

14.  Educational groups: the population in any society falls into five
educational groups: illiterates, high school dropouts, high school
diplomas, college degrees, and professional degrees.
 Household patterns: the “traditional household” consists of a
husband, wife, and children (and sometimes grandparents). Yet, the
current society is different as the household is “diverse” or “non-
tradition”, includes single live-alones, adult live-togethers of one or both
sexes, single-parent families, childless married couples, and empty
nester. More people are divorcing or separating, choosing not to marry,
marrying later, or marrying without the intention to have children. Each
group has distinctive set of needs and buying habits.
 Geographical shifts in population: this is a period of great
migratory movements between and within countries. Location makes
difference in goods and services preferences. Marketers also look at
where consumers are gathering.
14Lecturer: Yann Phary, PhD Candidate
The Demographic Environment
(Con’t)

15. Other Major Macroenvironments
1. Economic Environment:
 Markets require purchasing power as well as people. The available
purchasing power in an economy depends on current income, prices,
savings, debt, and credit availability.
 Marketers must pay careful attention to trends affecting purchasing
power because they can have a strong impact on business, especially
for companies whose products are geared to high-income and price-
sensitive consumers.
2. Social-cultural Environment:
 Society shapes the beliefs and values that largely define people’s
tastes and preferences.
15Lecturer: Yann Phary, PhD Candidate

16. Other Major Macroenvironments
(Con’t)
3. Natural Environment:
 The deterioration of natural environment is a major global concerns.
 New regulations hit certain industries very hard.
 Marketers need to be aware of the threats and opportunities
associated with four trends in the natural environment: the shortage of
raw materials, especially water; the increased cost of energy; increased
pollution levels; and the changing role of governments.
4. Technological Environment:
 Every new technology is a force for “creative destruction”. Instead of
moving into the new technologies, many old industries fought or ignored
them, and their business declined.
 The marketers should monitor the following trends in technology: the
pace of change, the opportunities for innovation, varying R&D budgets,
and increased regulation.
16Lecturer: Yann Phary, PhD Candidate

17. 5. Political-Legal Environment:
Marketing decisions are strongly affected by developments in the
political and legal environment. This environment is composed of laws,
government agencies, and pressure groups that influence and limit
various organizations and individuals. Sometimes these laws also
create new opportunities for business.
17Lecturer: Yann Phary, PhD Candidate
Other Major Macroenvironments
(Con’t)

18. Summary
 To carry out their analysis, planning, implementation, and control
responsibilities, marketing managers need a marketing information
system (MIS). The role of MIS is to assess the manager’s information
needs, develop the needed information, and distribute that information
in a timely manner.
 An MIS has three components: (a) an internal records system, which
included information on the order-to-payment cycle and sales reporting
systems; (b) a marketing intelligence system, a set of procedures and
sources used by managers to obtain everyday information about
pertinent development in the marketing environment; and (c) a
marketing research system that allows for the systematic design,
collection, analysis, and reporting of data and findings relevant to a
specific marketing situation.
18Lecturer: Yann Phary, PhD Candidate

19. Summary (Con’t)
 Within the rapidly changing global picture, marketers must monitor
six major environmental forces: demographic, economic, social-
cultural, natural, technological, and political-legal.
 In the demographic environment, marketers must be aware of
worldwide population growth; changing mixes of age, ethnic
composition, and educational levels; the rise of non-traditional families;
and large geographic shifts in population.
19Lecturer: Yann Phary, PhD Candidate