Giáo án Marketing Management Chapter 3 Gathering information and scanning the environment 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?
Chapter Gathering information and scanning the environment of 45 Objective outline 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? of 45 Contents Component Internal Other major ofComponent a modern Analyzing The Internal Other major records and macroof a modern Analyzing The marketing demographic records and the macromacromarketing environment marketing the macrodemographic information marketing environment environment environment intelligence s information environment environment system intelligence s system of 45 Section Component of a modern marketing information system of 45 MIS Provides Information on Buyer Preferences and Behavior: Dupont’s Pillow Study Pillow Segments 23% - stackers 20% - plumpers 16% - rollers or folders 16% - cuddlers 10% - smashers • Dupont to sell more pillows packaged as pairs, as well as to market different levels of softness or firmness of 45 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 of 45 Feasible MIS What managers think they need What they really need What is economically feasible How? of 45 Table 3.1 Information Needs Probes What decisions you regularly make? What information you need to make these decisions? What information you regularly get? What special studies 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? of 45 Section Internal records and marketing intelligence of 45 Internal Records and Marketing Intelligence Sales Information Systemsand Databases, Data Warehousing, TheThe marketing Order-to-Payment IntelligenceCycle System Data Mining 10 of 45