The document provides an overview of the components of a modern marketing information system. It discusses how marketing managers rely on internal records and marketing intelligence from sources like sales reports, orders, costs, and customer feedback. It also describes how companies can improve their marketing intelligence through training salespeople, gathering information from distributors and customers, and using external data sources. Finally, it outlines some key factors in macro environments that impact markets, including population demographics, household patterns, geographical shifts, the economy, and social/technological changes.

1. CHAPTER 3 :
Gathering Information
and
Scannning the Environment

2. Components of a
Modern Marketing Information System
-consists of people, equipment and procedures to gather
, sort, analyze, evaluate and distribute needed, timely
and accurate information to marketing decision makers.
- It is developed from internal company record,
marketing intelligence activities and marketing research.

3. Internal Records
and Marketing
Intelligence
Marketing managers rely
on internal reports on
orders, sales, prices, costs,
inventory levels,
receivables, payables, etc.

4. The Order-to-Payment Cycle
• This is the heart intern records system.
Sales representatives, dealers, and
customers send orders to firms.
• The sales department prepares invoices
and transmits copies to various departments.
• Out-of-the-stock items are back ordered.
• Shipped items are accompanied by
shipping ad billing documents that are
rent to various departments.

5. Sales
Information System
-marketing managers need
timely and accurate reports
on current sales.
Marketing
Intelligence System
- is a set of procedures and
sources managers use to
obtain everyday
information about
developments in marketing
environment.

6. Several Steps to improve
quality of its marketing intelligence
• A company can train and motivate sales force to spot ad
report new developments.
• A company can motivate distributors, retailers and other
intermediaries to pass along important intelligence.
• A company can network externally.
• A company can set up a customer advisory panel.
• A company can take advantage of government data
sources.
• A company can purchase information from outside
suppliers.
• A company can use online customer feedback system to
competitive intelligence.

7. Population
Age Mix

8. • Preschool
• School Age Children
• Teens
• Young adults age 25 to 40
• Middle-aged adults age 40 to 65
• Older Adults age 65 and up
Six Age Groups:
Generation X
Generation Y

9. 5 Types of Educational Groups
• illiterate
• high school dropouts
• high school diplomas
• college degrees
• professional degrees

10. Household Patterns
• Traditional
(wife, husband, children & relatives)
• Nontraditional
(single lived-ones, adult-live together,
both sexes, single parent families,
childless married couples)
• Married couple
• Gays

11. Geographical
Shifts in Population
• immigrant populations
(new population)
• location makes different in
goods and service preferences
(climate – clothes & equipments)
• electronics (computer & cell phones)
• marketers look at where customers
are gathering.

12. Other Major
Macro environments
• Economic environments
• Social-cultural environments
• Natural environments
• Technological environments
• Political-Legal environments

13. • Markets require
purchasing power. (trends)
• In an economy depends
on current income, prices,
savings, debt and credit
availability.
• Income Distribution
Economic
Environment

14. Income Distribution
4 types of Industrial structures
• subsistence economies (few opportunities)
• raw-material-exporting economies
(good markets for equipment, tools, & supplies)
• industrializing economies
(demand new types of goods)
• industrial economies (rich market of goods)