Gathering Information and Scanning the Environment Marketing Management, 13 th ed 3 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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-4 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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-5 Internal Records and Marketing Intelligence • Order-to-payment cycle • Sales information system • Databases, warehousing, data mining • Marketing intelligence system Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-6 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 • Purchase information Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-7 Table 3.2 Secondary Commercial Data Sources • Nielsen • MRCA • Information Resources • SAMI/Burke • Simmons • Arbitron Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-8 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-9 Needs and Trends • Fads • Trends • Megatrends Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-10 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 [...]... 2009 Pearson Education, Inc Publishing as Prentice Hall Economic Environment • Income Distribution • Savings, Debt, and Credit 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 Copyright © 2009 Pearson Education, Inc Publishing as...Environmental Forces • • • • • • Demographic Economic Socio-cultural Natural Technological Political-legal Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Population and Demographics • Population growth • Population age mix • Ethnic markets • Educational groups • Household... family • Going to movies • Fishing • • • • • • Computer activities Gardening Renting movies Walking Exercise Listening to music Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Natural Environment • • • • Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Keys to Avoiding... Green Marketing Myopia • Consumer Value Positioning • Calibration of Consumer Knowledge • Credibility of Product Claims 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 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall . Gathering Information and Scanning the Environment Marketing Management, 13 th ed 3 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-2 Chapter Questions • What are the. 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. 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