The document discusses the components of a marketing information system, including internal records, marketing intelligence systems, and methods for tracking opportunities in the macro environment. It provides examples of how marketing information systems can provide insights into buyer preferences and behaviors. It also outlines key trends and forces that shape the business landscape, such as demographic changes, technological developments, and the social/cultural environment.

1. Gathering Information and
Scanning the Environment
Marketing Management, 13th ed
3

2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-2
Chapter Questions
• What are the components of a modern
marketing information system?
• What are useful internal records?
• What is involved in a marketing intelligence
system?
• What are the key methods for tracking and
identifying opportunities in the macro
environment?
• What are some important macro environment
developments?

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MIS Systems Provide Information on
Buyer Preferences and Behavior:
Dupont’s Pillow Study
Pillow Segments
• 23% - stackers
• 20% - plumpers
• 16% - rollers or folders
• 16% - cuddlers
• 10% - smashers

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What is a
Marketing Information System (MIS)?
A 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.

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Table 3.1 Information Needs Probes
• What decisions do you regularly make?
• What information do you need to make these
decisions?
• What information do you regularly get?
• What special studies do you periodically
request?
• What information would you want that you
are not getting now?
• What are the four most helpful improvements
that could be made in the present marketing
information system?

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

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Steps to Improve Marketing Intelligence
Train sales force to scan for new developments
Motivate channel members to share intelligence
Network externally
Utilize a customer advisory panel
Utilize government data resources
Purchase information
Collect customer feedback online

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Table 3.2
Secondary Commercial Data Sources
Nielsen
Information
Resources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke

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Sources of Competitive Information
• Independent customer goods and service
review forums
• Distributor or sales agent feedback sites
• Combination sites offering customer reviews
and expert opinions
• Customer complaint sites
• Public blogs

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Trends Shaping the
Business Landscape
• Profound shifts in
centers of economic
activity
• Increases in public-
sector activity
• Change in consumer
landscape
• Technological
connectivity
• Scarcity of well-trained
talent
• Increase in demand for
natural resources
• Emergence of new
global industry
structures
• Ubiquitous access to
information
• Management shifts
from art to science
• Increase in scrutiny of
big business practices

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Environmental Forces
Demographic
Economic
Political-Legal
Socio-Cultural
Technological
Natural

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Population and Demographics
• Population growth
• Population age mix
• Ethnic markets
• Educational groups
• Household patterns
• Geographical shifts

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Schwab’s Chinese-language Web site

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Social-Cultural Environment
Views of themselves
Views of others
Views of nature
Views of organizations
Views of society
Views of the universe

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Table 3.3 Most Popular
American Leisure Activities
• Reading
• TV watching
• Spending time with
family
• Going to movies
• Fishing
• Computer activities
• Gardening
• Renting movies
• Walking
• Exercise
• Listening to music

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Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections

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Figure 3.1 Consumer
Environmental Segments
True Blue Greens (30%)
Greenback Greens (10%)
Sprouts (26%)
Apathetics (18%)
Grousers (15%)

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Technological Environment
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change

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Political-Legal Environment
Increase in
business legislation
Growth of special
interest groups