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Gathering Information and Scanning the

Environment

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MarketingInformation

System

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•What are the components of a modern marketing information system?

•How can marketers improve marketing decisions through intelligence systems and marketing research?

A Marketing Information System (MIS) consists of people, equipment and processes to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.

Gathering Information

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Internal Records and Marketing Intelligence

Order-to-Payment Cycle

SalesInformation

System

Databases,Warehousing,Data Mining

Marketing Intelligence

System

Gathering Information

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Marketing Intelligence System

• set of procedures and sources used by managers to obtain everyday information about pertinent developments in the marketing environment.

Gathering Information

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Steps to Improve Marketing Intelligence

1. Train sales force to scan for new developments

2. Motivate channel members to share intelligence

3. Network externally

4. Utilize a customer advisory panel

5. Utilize government data sources

6. Collect customer feedback online

Gathering Information

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Sources of Competitive Information

• Independent customer goods and services review forums.

•Combination sites offering customer review forums

•Customer complaint sites

•Public blogs

Gathering Information

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Marketing Research

System

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Scanning the Environment (Analyzing the Macroenvironment)

•Fads- unpredictable, short-lived and without social, economic and political significance.

•Trend- direction or sequence of events ( momentum and durability)

Scanning the Environment

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Trends Shaping the Business Landscape

•Increase in public sector activity

•Change in consumer landscape

•Technological connectivity

•Scarcity of well-trained talents

•Emergence of new global industry structures

•Management shifts from art to science

Scanning the Environment

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Environmental Factors

• Demographic

• Economic

• Political-legal

• Natural

• Socio-cultural

• Technological

Scanning the Environment

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Population and Demographics

• Worldwide population growth

• Population age mix

• Ethnic markets

• Educational groups

• Household patterns

• Geographic shifts in population

Scanning the Environment

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Economic Environment

• Income distribution

• Savings, debt, and credit availability

• Outsourcing and free trade

Scanning the Environment

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Socio-Cultural Environment

• Views of themselves

• Views of others

• Views of organization

• Views of society

• Views of nature

• Views of the universe

Scanning the Environment

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Natural Environment

• Shortage of raw materials

• Increased energy costs

• Anti-pollution pressures

• Governmental protections

Scanning the Environment

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Technological Environment

• Pace of change

• Opportunities for innovation

• Varying R&D budgets

• Increased regulation of change

Scanning the Environment

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Political-Legal Environmental Environment

• Increase in business legislation

• Growth of special interest groups

Scanning the Environment

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Gathering Information and Scanning the

Environment

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