1. Gathering Information and Scanning the EnvironmentMarketing Quality Circle

2. LEARNING OBJECTIVES
After reading this chapter, students 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
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. 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?
5. Internal Records andMarketing Intelligence
Order-to-Payment
CycleAccounts Receivable Ledger
Sales
Information
System
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
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. 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. Analyzing the Macro Environment
Needs and Trends
Identifying the Major Forces
8. 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
9. Demographic
Company
Economic
Cultural
Company
Suppliers
Publics
Competitors
Customers
Natural
Political
Intermediaries
Technological
Marketing Environment
Micro Environment
Macro Environment
10. Forces in the Companys Macro environment
11. Actors in Microenvironment
12. SESSION 2
CHAPTER 3
Political and legal Environment
Order-to-Payment
Cycle
Publics
Financial Publics
Media Publics
Government Publics
Citizen Action Publics
Local Publics
General Public
Internal Public
Cultural Environment

Environmental greening

13. Desire for convenience 14. Changing gender roles 15. Health and fitness consciousnessSales
Information
System
Databases,
Warehousing,
Data Mining
Environmental Responsibility