marketing assignment chapter 3
DESCRIPTION
TRANSCRIPT
1
Gathering Information and Scanning the
Environment
Expedition Tito Marcial
SHALL
2
MarketingInformation
System
3
•What are the components of a modern marketing information system?
•How can marketers improve marketing decisions through intelligence systems and marketing research?
A Marketing Information System (MIS) consists of people, equipment and processes to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.
Gathering Information
4
Internal Records and Marketing Intelligence
Order-to-Payment Cycle
SalesInformation
System
Databases,Warehousing,Data Mining
Marketing Intelligence
System
Gathering Information
5
Marketing Intelligence System
• set of procedures and sources used by managers to obtain everyday information about pertinent developments in the marketing environment.
Gathering Information
6
Steps to Improve Marketing Intelligence
1. Train sales force to scan for new developments
2. Motivate channel members to share intelligence
3. Network externally
4. Utilize a customer advisory panel
5. Utilize government data sources
6. Collect customer feedback online
Gathering Information
7
Sources of Competitive Information
• Independent customer goods and services review forums.
•Combination sites offering customer review forums
•Customer complaint sites
•Public blogs
Gathering Information
8
Marketing Research
System
9
Scanning the Environment (Analyzing the Macroenvironment)
•Fads- unpredictable, short-lived and without social, economic and political significance.
•Trend- direction or sequence of events ( momentum and durability)
Scanning the Environment
10
Trends Shaping the Business Landscape
•Increase in public sector activity
•Change in consumer landscape
•Technological connectivity
•Scarcity of well-trained talents
•Emergence of new global industry structures
•Management shifts from art to science
Scanning the Environment
11
Environmental Factors
• Demographic
• Economic
• Political-legal
• Natural
• Socio-cultural
• Technological
Scanning the Environment
12
Population and Demographics
• Worldwide population growth
• Population age mix
• Ethnic markets
• Educational groups
• Household patterns
• Geographic shifts in population
Scanning the Environment
13
Economic Environment
• Income distribution
• Savings, debt, and credit availability
• Outsourcing and free trade
Scanning the Environment
14
Socio-Cultural Environment
• Views of themselves
• Views of others
• Views of organization
• Views of society
• Views of nature
• Views of the universe
Scanning the Environment
15
Natural Environment
• Shortage of raw materials
• Increased energy costs
• Anti-pollution pressures
• Governmental protections
Scanning the Environment
16
Technological Environment
• Pace of change
• Opportunities for innovation
• Varying R&D budgets
• Increased regulation of change
Scanning the Environment
17
Political-Legal Environmental Environment
• Increase in business legislation
• Growth of special interest groups
Scanning the Environment
18
Gathering Information and Scanning the
Environment
Expedition Tito Marcial
SHALL
19