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Marketing Information Systems Guide

This document discusses the components of a modern marketing information system and methods for gathering market intelligence. It covers internal records, marketing intelligence systems, secondary commercial data sources, sources of competitive information, trends and forces in the macro environment including demographic, economic, socio-cultural, natural, and technological factors. Key methods for tracking opportunities include needs and trend analysis, monitoring shifts in the business landscape, and analyzing factors like population, income, leisure activities, resources, and regulations.

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Madhuri Singhvi
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263 views18 pages

Marketing Information Systems Guide

This document discusses the components of a modern marketing information system and methods for gathering market intelligence. It covers internal records, marketing intelligence systems, secondary commercial data sources, sources of competitive information, trends and forces in the macro environment including demographic, economic, socio-cultural, natural, and technological factors. Key methods for tracking opportunities include needs and trend analysis, monitoring shifts in the business landscape, and analyzing factors like population, income, leisure activities, resources, and regulations.

Uploaded by

Madhuri Singhvi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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3

Gathering Information and Scanning the Environment

Marketing Management, 13th ed

Chapter Questions
What are the components of a modern marketing information system? What are useful internal records? What is involved in a marketing intelligence system? What are the key methods for tracking and identifying opportunities in the macro environment? What are some important macro environment developments?

What is a Marketing Information System (MIS)?


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.

Information Needs Probes


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? 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?

Internal Records and Marketing Intelligence


Order-to-payment cycle Sales information system Databases, warehousing, data mining Marketing intelligence system

Steps to Improve Marketing Intelligence


Train 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

Secondary Commercial Data Sources


Nielsen MRCA Information Resources SAMI/Burke Simmons Arbitron

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

Needs and Trends


Fads Trends Megatrends

Trends Shaping the Business Landscape


Profound shifts in centers of economic activity Increases in publicsector activity Change in consumer landscape Technological connectivity Scarcity of well-trained talent 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

Environmental Forces
Demographic Economic Socio-cultural Natural Technological Political-legal

Population and Demographics


Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts

Economic Environment
Income Distribution Savings, Debt, and Credit

Social-Cultural Environment
Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe

Most Popular American Leisure Activities


Reading TV Watching Spending time with family Going to movies Fishing Computer activities Gardening Renting movies Walking Exercise Listening to music

Natural Environment
Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

Keys to Avoiding Green Marketing Myopia


Consumer Value Positioning Calibration of Consumer Knowledge Credibility of Product Claims

Technological Environment
Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

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