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Marketing Management Chap 03

This document discusses gathering marketing information and scanning the macroenvironment. It outlines the components of a modern marketing information system, including internal records and a marketing intelligence system. It also describes key methods for tracking opportunities, such as improving marketing intelligence through sales forces, distributors, networking, and government data. Finally, it discusses analyzing trends and major forces in the macroenvironment, like demographic, economic, sociocultural, technological, political, and natural changes.

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123 views9 pages

Marketing Management Chap 03

This document discusses gathering marketing information and scanning the macroenvironment. It outlines the components of a modern marketing information system, including internal records and a marketing intelligence system. It also describes key methods for tracking opportunities, such as improving marketing intelligence through sales forces, distributors, networking, and government data. Finally, it discusses analyzing trends and major forces in the macroenvironment, like demographic, economic, sociocultural, technological, political, and natural changes.

Uploaded by

9652676
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd

GATHERING INFORMATION AND

SCANNING THE ENVIRONMENT


IN THIS CHAPTER, WE WILL ADDRESS
THE FOLLOWING QUESTIONS:

• 1. What are the components of a modern marketing


information system?
• 2. What are useful internal records?
• 3. What is involved in a marketing intelligence system?
• 4. What are the key methods for tracking and
identifying opportunities in the macroenvironment?
• 5. What are some important macroenvironment
developments?
Marketing Information System
• A marketing information system (MIS) consists
of people, equipment, and procedures to
gather, sort, analyze, evaluate, and distribute
needed, timely, and accurate information to
marketing decision makers.
• A marketing information system is developed
from internal company records, marketing
intelligence activities, and marketing research.
The Marketing Intelligence System
• A marketing intelligence system is a set of
procedures and sources managers use to
obtain everyday information about
developments in the marketing environment.
Steps to improve the quality of
marketing intelligence.
• A company can train and motivate the sales
force to spot and report new developments.
• A company can motivate distributors,
retailers, and other intermediaries to pass
along important intelligence.
• A company can network externally.
• A company can set up a customer advisory
panel.
Steps to improve the quality of
marketing intelligence.
• A company can take advantage of government
data resources.
• A company can purchase information from
outside suppliers.
• A company can use online customer feedback
systems to collect competitive intelligence.
Needs and Trends
• A fad is "unpredictable, short-lived, and without
social, economic, and political significance."
• A trend is a direction or sequence of events that
has some momentum and durability. Trends are
more predictable and durable than fads. A trend
reveals the shape of the future and provides many
opportunities.
• Megatrends have been described as "large social,
economic, political and technological changes
[that] are slow to form, and once in place, they
influence us for some time— between seven and
ten years, or longer."
Major Macroenvironments
• The Demographic Environment
– Worldwide Population Growth
– Geographical Shifts in Population
• Economic Environment
– INCOME DISTRIBUTION
– SAVINGS, DEBT, AND CREDIT AVAILABILITY
– OUTSOURCING AND FREE TRADE
• Social-Cultural Environment
– Views of themselves.
– Views of others.
– Views of organizations.
– Views of society.
– Views of society.
– Views of the universe.
Major Macroenvironments
• Natural Environment
– SHORTAGE OF RAW MATERIALS
– INCREASED ENERGY COSTS
– ANTI-POLLUTION PRESSURES
– CHANGING ROLE OF GOVERNMENTS
• Technological Environment
– ACCELERATING PACE OF CHANGE
– UNLIMITED OPPORTUNITIES OF INNOVATION
– VARYING R&D BUDGETS
– INCREASED REGULATION OF TECHNOLOGICAL CHANGE
• Political-Legal Environment
– INCREASE IN BUSINESS LEGISLATION
– GROWTH OF SPECIAL-INTEREST GROUPS

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