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    Gathering Information and Scanning The Environment: Marketing Management, 13 Ed

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    Eko Widi

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    Gathering Information and Scanning The Environment: Marketing Management, 13 Ed

    Uploaded by

    Eko Widi
    19 views14 pages

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    © All Rights Reserved
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    Download as ppt, pdf, or txt
    19 views14 pages

    Gathering Information and Scanning The Environment: Marketing Management, 13 Ed

    Uploaded by

    Eko Widi

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
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    3

    Gathering Information and


    Scanning the Environment

    Marketing Management, 13th 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

    Sales
    Order-to-Payment
    Information
    Cycle
    System

    Databases, Marketing
    Warehousing, Intelligence
    Data Mining System

    3-4 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall


    Table 3.2
    Secondary Commercial Data Sources

    Nielsen SAMI/Burke

    MRCA Simmons

    Information
    Arbitron
    Resources, Inc.

    3-5 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 • Increase in demand for
    centers of economic natural resources
    activity • Emergence of new
    • Increases in public- global industry
    sector activity structures
    • Change in consumer • Ubiquitous access to
    landscape information
    • Technological • Management shifts
    connectivity from art to science
    • Scarcity of well-trained • Increase in scrutiny of
    talent big business practices

    3-7 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 • Educational groups


    • Population age mix • Household patterns
    • Ethnic markets • 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


    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

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