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Gathering Information and
Scanning the Environment
Marketing Management, 13
th
ed
3
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-2
Chapter Questions
•
What are the components of a modern
marketing information system?
•
What are useful internal records?
•
What is involved in a marketing intelligence
system?
•
What are the key methods for tracking and
identifying opportunities in the macro
environment?
•
What are some important macro environment
developments?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-3
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 3-4
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-5
Internal Records and
Marketing Intelligence
•
Order-to-payment cycle
•
Sales information system
•
Databases, warehousing, data mining
•

Marketing intelligence system
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-6
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 sources
•
Collect customer feedback online
•
Purchase information
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-7
Table 3.2
Secondary Commercial Data Sources
•
Nielsen
•
MRCA
•
Information Resources
•
SAMI/Burke
•

Simmons
•
Arbitron
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-8
Sources of Competitive Information
•
Independent customer goods and service
review forums
•
Distributor or sales agent feedback sites
•
Combination sites offering customer reviews
and expert opinions
•
Customer complaint sites
•
Public blogs
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-9
Needs and Trends
•
Fads
•
Trends
•
Megatrends
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-10
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 3-11
Environmental Forces
•
Demographic
•
Economic
•
Socio-cultural
•
Natural
•
Technological
•
Political-legal
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-12
Population and Demographics
•
Population growth
•
Population age mix
•
Ethnic markets
•
Educational groups
•
Household patterns
•
Geographical shifts
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-13
Economic Environment

•
Income Distribution
•
Savings, Debt, and Credit
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-14
Social-Cultural Environment
•
Views of themselves
•
Views of others
•
Views of organizations
•
Views of society
•
Views of nature
•
Views of the universe
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-15
Table 3.3 Most Popular
American Leisure Activities
•
Reading
•
TV Watching
•
Spending time with
family
•
Going to movies

•
Fishing
•
Computer activities
•
Gardening
•
Renting movies
•
Walking
•
Exercise
•
Listening to music
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-16
Natural Environment
•
Shortage of raw materials
•
Increased energy costs
•
Anti-pollution pressures
•
Governmental protections
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-17
Keys to Avoiding
Green Marketing Myopia
•
Consumer Value Positioning
•

Calibration of Consumer Knowledge
•
Credibility of Product Claims
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-18
Technological Environment
•
Pace of change
•
Opportunities for innovation
•
Varying R&D budgets
•
Increased regulation of change