Marketing assignment chapter 3
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A marketing information system consists of people, equipment, and processes to gather, analyze, evaluate, and distribute market data to aid marketing decisions. Marketers can improve decisions by training staff to scan for new developments, motivating partners to share intelligence, utilizing advisory panels, and collecting online customer feedback. When scanning the macroenvironment, marketers analyze trends like increased connectivity and talent shortages, as well as demographic, economic, sociocultural, technological, political, and environmental factors that shape business landscapes.
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The document discusses the components of a modern marketing information system and how organizations gather intelligence. It describes the internal order-to-payment cycle and sales information databases. It also outlines steps companies take to improve marketing intelligence, such as training salespeople, motivating distributors to share information, networking externally, setting up customer panels, using government data, and collecting online customer feedback. Finally, it discusses analyzing the macroenvironment including key demographic, economic, socio-cultural, natural, technological, and political/legal forces.
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03
The document discusses marketing information systems and scanning the external environment. It addresses the components of a modern marketing information system and useful internal records. It also covers developing a marketing intelligence system through steps like training salespeople, motivating channel members to share intelligence, and utilizing customer and government data. The document then examines analyzing trends in the macroenvironment, including 10 megatrends shaping consumer behavior. Finally, it outlines various forces in the external environment like demographic, economic, socio-cultural, natural, technological, and political-legal factors.
Kotler mm 13e_basic_03
The document discusses key components of a modern marketing information system including internal records, marketing intelligence systems, and methods for tracking macro environmental opportunities. It outlines the steps to improve marketing intelligence through training sales forces, motivating information sharing, and utilizing advisory panels and government data sources. Important macro environmental forces that impact business are identified as demographic, economic, socio-cultural, natural, technological, and political-legal factors. Popular American leisure activities and trends shaping the business landscape are also summarized.
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The document discusses key components of a modern marketing information system including internal records, marketing intelligence systems, and methods for tracking macro environmental opportunities. It outlines the steps to improve marketing intelligence through training sales forces, motivating information sharing, and utilizing advisory panels and government data sources. Important macro environmental forces that impact business are identified as demographic, economic, socio-cultural, natural, technological, and political-legal factors. Popular American leisure activities and trends shaping the business landscape are also summarized.
Ii mm.03.10
A marketing information system consists of people, equipment, and processes to gather, analyze, and distribute market data to decision-makers. It is built from internal records, marketing research, and a marketing intelligence system. A marketing intelligence system is a set of methods and sources managers use to obtain daily information about changes in the external environment. Analyzing the macroenvironment involves examining demographic, economic, sociocultural, technological, political/legal, and natural forces and their potential opportunities and threats.
1224690774 kotler mm_13e_basic_03
This document discusses key components of a modern marketing information system including internal records, marketing intelligence systems, and methods for tracking macro environmental opportunities. It provides details on secondary data sources, trends shaping the business landscape, important environmental forces, and popular American leisure activities. The document emphasizes gathering timely and accurate information from both internal and external sources to support marketing decision making.
1224690774 kotler mm_13e_basic_03
This document discusses key components of a modern marketing information system including internal records, marketing intelligence systems, and methods for tracking macro environmental opportunities. It provides details on secondary data sources, trends shaping the business landscape, and various environmental forces that must be considered like demographic, economic, socio-cultural, natural, technological, and political-legal factors.
Kotler_MM_03_ippt.ppt
The document discusses how companies can collect marketing information and forecast demand. It describes the components of a marketing information system as including internal company records, marketing intelligence activities, and marketing research. Companies use internal records like sales data as well as marketing intelligence systems to gather external data on trends. The document also discusses factors in the macroenvironment that companies should monitor, such as demographic, economic, sociocultural, technological, and legal trends. It outlines several methods that companies can use to measure and forecast demand, including surveys, sales analysis, and expert opinions.
Marketing management
This document discusses various marketing concepts and strategies including:
1. It defines marketing as meeting customer needs profitably through value creation and delivery as well as managing customer relationships.
2. It examines the marketing management process of analyzing opportunities, developing strategies and programs, and controlling performance.
3. It explores the importance of understanding the marketing environment including social, economic, technological, and other external factors that influence marketing decisions.
Marketing management complete PPT
This document provides an overview of key marketing concepts including definitions of marketing and marketing management. It discusses the marketing concept and various marketing philosophies. It also covers topics such as the marketing environment, market segmentation, strategic planning, and business unit strategic planning. The document is intended as a high-level introduction to marketing management principles and frameworks.
Gathering information and scanning the environment
The document discusses gathering marketing information and scanning the environment. It defines a marketing information system as consisting of people, equipment, and procedures to gather, analyze, and distribute needed information to marketing decision makers. It also discusses internal records, marketing intelligence systems, analyzing the macroenvironment, trends shaping the business landscape, and forces in a company's macro and microenvironment.
Session 4 MG 220 MBA - 26 Aug 10
This document discusses components of a modern marketing information system (MIS). It covers gathering market insights through internal records, marketing intelligence activities, and marketing research. Key aspects of an MIS include people, equipment, and procedures to collect, analyze, and distribute timely and accurate information to marketing decision-makers. It also discusses analyzing the macroenvironment, including demographic, economic, social/cultural, natural, technological, and political/legal forces. The overall purpose is to understand consumption patterns and trends to gain a competitive advantage.
Understanding Markets, Market Demand, and the Marketing Environment
The document discusses key concepts for marketing decisions including marketing information systems, marketing intelligence, marketing research, and marketing decision support systems. It also covers measuring and forecasting demand, and understanding important macroenvironmental trends and forces in the areas of demographics, economics, natural environment, technology, politics/law, and socio-culture that impact marketing decisions.
Top Ten Learning questions for Chapter 3
Developing and implementing marketing plans requires a number of decisions.
By having the right marketing information system in place, marketers will be able to draw a verifiable decision based on their database.
Ch3 koetler
A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. It relies on internal records, marketing intelligence, and marketing research. The major responsibility for identifying marketplace changes falls to marketers, who have methods for collecting information and interact with customers. Every firm must organize a continuous flow of information for its marketing managers.
Session 4 MG 220 BBA - 18 aug 10
This document discusses the components of a modern marketing information system (MIS). An MIS consists of people, equipment, and procedures to gather, sort, analyze, and distribute timely and accurate information to marketing decision-makers. It is developed from a company's internal records, marketing intelligence activities, and marketing research. Marketing research involves analyzing the macroenvironment, including demographic, economic, social/cultural, natural, technological, and political/legal forces. Companies that understand consumption patterns and have superior market information through an effective MIS can gain a competitive advantage.
Environment
The document discusses the components of a modern marketing information system and methods for gathering market intelligence. It covers useful internal records and the steps involved in a marketing intelligence system. Key methods for tracking macroenvironmental opportunities are also outlined, along with important macroenvironmental forces including demographic, economic, sociocultural, technological, political-legal and natural factors. Several examples are provided to illustrate analyzing different population segments and countries. Popular American leisure activities and the impact of various environmental forces on marketing are briefly mentioned.
Ch 3
This document discusses marketing information systems and demand forecasting. It defines a marketing information system as consisting of people, equipment, and processes to gather, analyze and distribute market information to decision makers. It also defines a marketing intelligence system as processes and sources that managers use to obtain everyday information about developments in their market environment. The document discusses how companies can measure current and forecast future demand through methods like surveys, sales force opinions, and past sales analysis.
Developing Competitive advantage & Strategic Focus.pptx
The document discusses developing competitive advantage and strategic focus through situation analysis and SWOT analysis. It covers collecting and analyzing marketing information, including conducting an internal, customer, and external environment analysis. A SWOT analysis framework is then presented for organizing environmental data. Key elements of a SWOT analysis include identifying strengths, weaknesses, opportunities, and threats within the internal and external environments. Conducting a thorough situation analysis and SWOT is important for informing marketing strategy and leveraging competitive advantages.
Marketing Environment
The document discusses various factors in a company's marketing environment, including the microenvironment and macroenvironment. It describes key elements of the microenvironment like suppliers, marketing intermediaries, customers and competitors. It then explains factors in the macroenvironment such as demographic trends, economic conditions, natural environment, technological changes, and political/cultural influences. The document emphasizes how marketers must understand and respond proactively to changes in the various environmental factors.
Marketing Management, 14Chapter 3 Collecting Information and Fo.docx
Marketing Management, 14
Chapter 3: Collecting Information and Forecasting Demand
ISBN: 9780132102926 Author: Philip Kotler, Kevin Lane Keller
copyright © 2012 Pearson Education
Collecting Information and Forecasting Demand
The severe economic recession that began in 2008 led many firms to cut their prices and use sales to try to retain customers.
Andy Kropa/Redux Pictures
In This Chapter, We Will Address the Following Questions
1.
What are the components of a modern marketing information system?
2.
What are useful internal records for such a system?
3.
What makes up a marketing intelligence system?
4.
What are some influential macroenvironment developments?
5.
How can companies accurately measure and forecast demand?
Making marketing decisions in a fast-changing world is both an art and a science. To provide context, insight, and inspiration for marketing decision making, companies must possess comprehensive, up-to-date information about macro trends, as well as about micro effects particular to their business. Holistic marketers recognize that the marketing environment is constantly presenting new opportunities and threats, and they understand the importance of continuously monitoring, forecasting, and adapting to that environment.
The severe credit crunch and economic slowdown of 2008–2009 brought profound changes in consumer behavior as shoppers cut and reallocated spending. Sales of discretionary purchases like toys, apparel, jewelry, and home furnishings dropped. Sales of luxury brands like Mercedes—driven for years by free-spending baby boomers—declined by a staggering one-third. Meanwhile, brands that offered simple, affordable solutions prospered. General Mills’s revenues from such favorites as Cheerios, Wheaties, Progresso soup, and Hamburger Helper rose. Consumers also changed how and where they shopped, and sales of low-priced private label brands soared. Virtually all marketers were asking themselves whether a new age of prudence and frugality had emerged and, if so, what would be the appropriate response.
sidenote
Firms are adjusting the way they do business for more reasons than just the economy. Virtually every industry has been touched by dramatic shifts in the technological, demographic, social-cultural, natural, and political-legal environments. In this chapter, we consider how firms can develop processes to identify and track important macroenvironment trends. We also outline how marketers can develop good sales forecasts. Chapter 4 will review how they conduct more customized research on specific marketing problems.
Components of a Modern Marketing Information System
The major responsibility for identifying significant marketplace changes falls to the company’s marketers. Marketers have two advantages for the task: disciplined methods for collecting information, and time spent interacting with customers and observing competitors and other outside groups. Some firms have marketing information systems that provide ri ...
Kotler mm 14e_03_ippt_ge
This document discusses marketing information systems and demand forecasting. It defines a marketing information system as consisting of people, equipment, and processes to gather, analyze and distribute market information to decision makers. A marketing intelligence system refers to the procedures and sources managers use to obtain regular information about market environment developments. The document also outlines various methods companies can use to measure current and forecast future demand, including surveys, sales force opinions, past sales analysis, and market testing.
Similar to Marketing assignment chapter 3 (20)
Gathering information and scanning the environment
Gathering information and scanning the environment
Understanding Markets, Market Demand, and the Marketing Environment
Understanding Markets, Market Demand, and the Marketing Environment
Developing Competitive advantage & Strategic Focus.pptx
Developing Competitive advantage & Strategic Focus.pptx
Marketing Management, 14Chapter 3 Collecting Information and Fo.docx
Marketing Management, 14Chapter 3 Collecting Information and Fo.docx
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Marketing assignment chapter 3
A marketing information system consists of people, equipment, and processes to gather, analyze, evaluate, and distribute market data to aid marketing decisions. Marketers can improve decisions by training staff to scan for new developments, motivating partners to share intelligence, utilizing advisory panels, and collecting online customer feedback. When scanning the macroenvironment, marketers analyze trends like increased connectivity and talent shortages, as well as demographic, economic, sociocultural, technological, political, and environmental factors that shape business landscapes.
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Marketing assignment chapter 3
- 1. Expedition Tito Marcial Gathering Information and Scanning the Environment 1 SHALL
- 4. How can marketers improve marketing decisions through intelligence systems and marketing research?A Marketing Information System (MIS) consists of people, equipment and processes to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. 3
- 5. Internal Records and Marketing Intelligence 4 Gathering Information Sales InformationSystem Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System
- 7. Gathering Information 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 sources Collect customer feedback online 6
- 9. Combination sites offering customer review forums
- 11. Public blogs7
- 12. Marketing Research System 8
- 14. Trend- direction or sequence of events ( momentum and durability)9 Scanning the Environment
- 16. Change in consumer landscape
- 18. Scarcity of well-trained talents
- 19. Emergence of new global industry structures
- 20. Management shifts from art to science10 Scanning the Environment
- 22. Economic
- 23. Political-legal
- 24. Natural
- 25. Socio-cultural
- 26. Technological11 Scanning the Environment
- 29. Ethnic markets
- 32. Geographic shifts in population12 Scanning the Environment
- 34. Savings, debt, and credit availability
- 35. Outsourcing and free trade13 Scanning the Environment
- 37. Views of others
- 39. Views of society
- 40. Views of nature
- 41. Views of the universe14 Scanning the Environment
- 45. Governmental protections15 Scanning the Environment
- 49. Increased regulation of change16 Scanning the Environment
- 51. Growth of special interest groups17 Scanning the Environment
- 52. Expedition Tito Marcial Gathering Information and Scanning the Environment 18 SHALL
- 53. 19