Marketing information

3

Gathering Information
and Scanning the
Environment
Lectured by: Khoa Nguyễn


KEY
QUESTION

• What are the components of a
modern marketing information
system?
• What are useful internal
records?
• What makes up a marketing
intelligence system?
• What are some influential
macro developments?
• How can companies
accurately measure and
forecast demand?


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.


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


Internal Records and
Marketing Intelligence

Order-to-Payment
Cycle

Sales
Information
System

Databases,
Warehousing,
Data Mining

Marketing
Intelligence
System


Steps to Improve Marketing Intelligence
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


ANALYZING
MACROENVIRONMENT


Needs and Trends

Fad
Trend

Megatrend

3-8

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


Needs and Trends
ã
ã
ã

3-9
Copyright â 2009 Pearson Education,
Inc. Publishing as Prentice Hall


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


Environmental Forces
Demographic
Political-Legal

Economic

Technological

Socio-Cultural
Natural

Demographics


What is it?


Age
structure







Changes in family
structure


Relocation


Job relocation


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