of 21
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Marketing Information System (MIS)
10 useful questions for determining the
information needs of marketing managers. 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?
The Components of a Modern
Marketing Information System
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The Components of a Modern
Marketing Information System What information would you want that you are not
getting now?
What information would you want daily? Weekly?Monthly? Yearly?
What magazines and trade reports would you like tosee on a regular basis?
What topics would you like to be kept informed of?
What data analysis programs would you want? What are the four most helpful improvements that
could be made in the present marketing informationsystem?
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1. Internal Record Systems
The Order-to-Payment Cycle
Sales Information Systems
Databases, Data Warehouses
And Data-Mining
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2. The Marketing
Intelligence System A Marketing Intelligence System is
a set of procedures and sources
used by managers to obtaineveryday information about
developments in the marketing
environment.
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3. Marketing Research System
Marketing Research Suppliers of Marketing Research
Engaging students or professors to design and carry
out projects
Using the Internet
Checking out rivals
Syndicated-service research firms
Custom marketing research firms
Specialty-line marketing research firms
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4. Marketing Decision SupportSystem
Marketing Decision Support
System (MDSS)
Marketing and sales
software programs
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Analyzing Needs and Trends in the
Macroenvironment
Trend (health food)
Fad (toys) Mega trends (e-Books)
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The substantial speedup of international transportation,
communication, and financial transactions, leading to the
rapid growth of world trade and investment, especially
tripolar trade (North America, Western Europe, Far East) The movement of manufacturing capacity and skills to
lower cost countries.
The rising economic power of several Asian countries in
world markets. The rise of trade blocks such as the European Union and
NAFTA signatories.
Identifying and Responding to the Major
Macroenvironment Forces
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The severe debt problems of a number of countries, alongwith the increasing fragility of the international financialsystem.
The increasing use of barter and countertrade to supportinternational transactions.
The move toward market economies in formerly socialistcountries along with rapid privatization of publicly ownedcompanies.
The rapid dissemination of global lifestyles.
The gradual opening of major new markets, namely China,India, eastern Europe, the Arab countries, and LatinAmerica.
Identifying and Responding to the Major
Macroenvironment Forces
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The increasing ethnic and religious conflicts in certain
countries and regions.
The growth of global brands in autos, food, clothing,electronics.
Identifying and Responding to the Major
Macroenvironment Forces
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Demographic Environment
Worldwide PopulationGrowth
Population Age Mix
Ethnic and Other
Markets (women)
Identifying and Responding to the Major
Macroenvironment Forces
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Educational & Literacy Groups
Household Patterns
Geographical Shifts in
Population
From a Mass Market
to Micromarkets
Identifying and Responding to the Major
Macroenvironment Forces
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Economic Environment
Income DistributionSavings, Debt, and
Credit Availability
Identifying and Responding to the Major
Macroenvironment Forces
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Natural Environment
Shortage of Raw MaterialsIncreased Energy Cost
Anti-Pollution Pressures
Changing Role of Governments
Identifying and Responding to the Major
Macroenvironment Forces
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Technological Environment
Accelerating Pace of ChangeUnlimited Opportunities
for Innovation
Identifying and Responding to the Major
Macroenvironment Forces
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Varying R&D Budgets
Increased Regulation of
Technological Change Political-Legal Environment
Legislation Regulating
BusinessGrowth of Special-Interest
Groups
Consumerist movement
Identifying and Responding to the Major
Macroenvironment Forces
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Social-Cultural
Environment Views of themselves
Views of others
Views of organizations
Views of society Views of nature
Views of universe
Identifying and Responding to the Major
Macroenvironment Forces
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High Persistence of Core
Cultural Values
Existence of subcultures
Subcultures
Shifts of Secondary Cultural
Values through Time
Identifying and Responding to the Major
Macroenvironment Forces
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Marke-think!
Is customer behaviour more a function of a
persons age or their Generation?
