Gathering information and scanning the environment

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After reading this chapter, people should:

Know the components of a modern marketing information system
Know what are useful internal records
Know what is involved with a marketing intelligence system
Know what are the key methods for tracking and identifying opportunities in the macroenvironment
Know what are some important macroenvironment developments

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Gathering information and scanning the environment

  1. 1. Gathering Information and Scanning the Environment Marketing Quality Circle
  2. 2. LEARNING OBJECTIVES After reading this chapter, students should: 1. Know the components of a modern marketing information system 2. Know what are useful internal records 3. Know what is involved with a marketing intelligence system 4. Know what are the key methods for tracking and identifying opportunities in the macroenvironment 5. Know what are some important macroenvironment developments
  3. 3. 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.
  4. 4. 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
  5. 5. Internal Records and Marketing Intelligence Order-to-Payment Cycle Accounts Receivable Ledger Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System A Marketing Intelligence System is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.
  6. 6. The Marketing Intelligence System 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
  7. 7. Company Demographic Economic Natural Technological Political Cultural Company Customers Intermediaries Suppliers Competitors Publics Micro Environment Macro Environment Marketing Environment
  8. 8. Forces in the Company’s Macro environment
  9. 9. Actors in Microenvironment
  10. 10. • Train sales force • Motivate channel • Network externally • customer advisory panel • government data resources • Purchase information • customer feedback Marketing Intelligence System Gathering Information and scanning The Environment Internal Records Analyzing The micro environment Other Major Macro Environment Company Suppliers Marketing Intermediaries • Business • Reseller • Government • International Consumer • Brand competition • Industry competition • Form competition • Generic competition Competitors Demographic Environment •W Economic Environment Natural Environment Technological Environment Political and legal Environment

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