3

Gathering Information and Scanning the Environment

Marketing Management, 13

th

ed

3-2

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

Table 3.1 Information Needs Probes

3-3 • 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

3-4

Internal Records and Marketing Intelligence

Order-to-Payment Cycle Databases, Warehousing, Data Mining Sales Information System Marketing Intelligence System Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-5

Table 3.2 Secondary Commercial Data Sources

Nielsen SAMI/Burke MRCA Information Resources, Inc.

Simmons Arbitron Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-6

Needs and Trends

Fad Trend Megatrend Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-7

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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Environmental Forces

Demographic Political-Legal Economic 3-8 Technological Socio-Cultural Natural Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Population and Demographics

• Population growth • Population age mix • Ethnic markets • Educational groups • Household patterns • Geographical shifts 3-9 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Household Patterns

3-10 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-11

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

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Natural Environment

3-12 Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Technological Environment

Pace of change 3-13 Opportunities for innovation Varying R&D budgets Increased regulation of change Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-14

Political-Legal Environment

Increase in business legislation Growth of special interest groups Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall