Download Defining Marketing for the 21st Century

LECTURE 3
GATHERING INFORMATION
AND SCANNING THE
ENVIRONMENT
MBA 649 : Marketing Management
M Wahidul Islam
Fall 2014
MARKETING INFORMATION SYSTEM (MIS)?
3-2
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.
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Education, Inc. Publishing
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WHAT IS A
 What
3-3
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?
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Education, Inc. Publishing
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TABLE 3.1 INFORMATION NEEDS PROBES
cycle
 Sales information system
 Databases, warehousing, data mining
 Marketing intelligence system
3-4
 Order-to-payment
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Education, Inc. Publishing
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INTERNAL RECORDS AND
MARKETING INTELLIGENCE
3-5
Marketing Intelligence System is a set of
procedures and sources that manger use
to obtain everyday information about
developments in marketing environment.
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Education, Inc. Publishing
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MARKETING INTELLIGENCE SYSTEM
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
3-6
 Train
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STEPS TO IMPROVE MARKETING
INTELLIGENCE
3-7
Nielsen
 MRCA
 Information Resources
 SAMI/Burke
 Simmons
 Arbitron

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Education, Inc. Publishing
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SECONDARY COMMERCIAL DATA
SOURCES
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
3-8
 Independent
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SOURCES OF COMPETITIVE
INFORMATION
NEEDS AND TRENDS

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Inc. Publishing as Prentice Hall
3-9
Fads
 Trends
 Megatrends
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

3-10
Profound shifts in
centers of economic
activity
 Increases in publicsector activity
 Change in consumer
landscape
 Technological
connectivity
 Scarcity of welltrained talent

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Education, Inc. Publishing
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TRENDS SHAPING THE BUSINESS
LANDSCAPE
ENVIRONMENTAL FORCES
 Demographic
 Socio-cultural
 Natural
 Technological
 Political-legal
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3-11
 Economic
Educational groups
 Household patterns
 Geographical shifts

3-12
Population growth
 Population age mix
 Ethnic markets

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POPULATION AND DEMOGRAPHICS
ECONOMIC ENVIRONMENT
 Income
Distribution
 Savings, Debt, and Credit
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3-13
3-14
Views of themselves
 Views of others
 Views of organizations
 Views of society
 Views of nature
 Views of the universe

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SOCIAL-CULTURAL ENVIRONMENT
3-15
Shortage of raw materials
 Increased energy costs
 Anti-pollution pressures
 Governmental protections

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NATURAL ENVIRONMENT
3-16
Pace of change
 Opportunities for innovation
 Varying R&D budgets
 Increased regulation of change

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Education, Inc. Publishing
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TECHNOLOGICAL ENVIRONMENT
REFERENCES

Chapter 3 – Scanning the marketing
environment, forecasting demand and conducting
marketing research

Kotler, Philip, Keller, Kevin L., Koshy, Abraham and
Jha, Mithileshwar (2013-14) Marketing Management:
A South Asian Perspective (14thEdition) Pearson
Education Inc