3 Gathering Information and Scanning the Environment Marketing
- Slides: 14
3 Gathering Information and Scanning the Environment Marketing Management, 13 th ed
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. 3 -2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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? 3 -3 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Internal Records and Marketing Intelligence 3 -4 Order-to-Payment Cycle Sales Information System Databases, Warehousing, Data Mining Marketing Intelligence System Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Table 3. 2 Secondary Commercial Data Sources 3 -5 Nielsen SAMI/Burke MRCA Simmons Information Resources, Inc. Arbitron Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Needs and Trends Fad Trend Megatrend 3 -6 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Trends Shaping the Business Landscape • Profound shifts in centers of economic activity • Increases in publicsector activity • Change in consumer landscape • Technological connectivity • Scarcity of well-trained talent 3 -7 • 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Environmental Forces Demographic Political-Legal Economic Technological Socio-Cultural Natural 3 -8 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Population and Demographics • Population growth • Population age mix • Ethnic markets 3 -9 • Educational groups • Household patterns • Geographical shifts Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Household Patterns 3 -10 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Economic Environment • Income Distribution • Savings, Debt, and Credit • Levi’s has responded to changes in income distribution by offering an upscale line and a mass market line 3 -11 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections 3 -12 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 -13 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Political-Legal Environment Increase in business legislation Growth of special interest groups 3 -14 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- Gathering information and scanning the environment
- Gathering information and scanning the environment
- Gathering information and scanning the environment
- Gathering information and scanning the environment
- Scanning the marketing environment
- Quick environmental scanning technique
- Information gathering and processing in retailing
- Gathering information and measuring market demand
- Demand measurement in marketing
- Information gathering interview questions
- Identification of scanning and analysis tools
- Finer segmentation strategies
- Marketing information systems and marketing research
- Define marketing information management
- Marketing information systems and marketing research