3 Gathering Information and Scanning the Environment Lectured by: Khoa Nguyễn KEY QUESTION • What are the components of a modern marketing information system? • What are useful internal records? • What makes up a marketing intelligence system? • What are some influential macro developments? • How can companies accurately measure and forecast demand? 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 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 Internal Records and Marketing Intelligence Order-to-Payment Cycle Sales Information System Databases, Warehousing, Data Mining Marketing Intelligence System 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 ANALYZING MACROENVIRONMENT Needs and Trends Fad Trend Megatrend 3-8 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Needs and Trends • • • 3-9 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall 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 Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections Interest in Nature: A Growing Trend Toyota Experienced Success with Green Cars 3-36 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change 3-37 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Political-Legal Environment Increase in business legislation Growth of special interest groups 3-39 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Social-Cultural Environment Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe