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3
Collecting Informationand Scanning
Environment
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What is a
Marketing Information System?
A marketing information system
consists of people, equipment, andprocedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to
marketing decision makers.
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Internal Records
Order-to-payment cycle
Sales information system
Databases, warehousing, data mining
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What is a
Marketing Intelligence System?
A marketing intelligence system is
a set of procedures and sources that
managers use to obtain everydayinformation about developments in
the marketing environment.
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Steps to Quality Marketing Intelligence
Train sales force to scan for new developments
Motivate channel members to share intelligence
Hire external experts to collect intelligence
Network externally
Utilize a customer advisory panel
Utilize government data sources
Purchase information
Collecting marketing intelligence on the Internet
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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
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Needs and Trends
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Fad
Trend
Megatrend
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Major Forces in the Environment
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Demographic
Economic
Socio-cultural
Natural
Technological
Political-legal
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Population and Demographics
Population growth
Population age mix
Ethnic markets Educational groups
Household patterns
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Economic Environment
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Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
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Income Distribution
Four Types of Industrial Structures:
Subsistence economies
Raw-material-exporting economies Industrializing economies
Industrial economies
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Socio-Cultural Influences
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Natural Environment
Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
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Copyright 2011 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
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The Political-Legal Environment
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Business Legislation
Growth of Special Interest Groups
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THANK YOU!
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April Alfonso
