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Chapter 3 Marketing Intelligence

Chapter 3 Marketing Intelligence

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Published by Arun Mishra

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Published by: Arun Mishra on Apr 10, 2014
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Chapter Questions_1

 What

are the components of a modern marketing information system?  What are useful internal records?  What is involved in a marketing intelligence system?
3-1

Chapter Questions_2  What are the key methods for tracking and identifying opportunities in the macroenvironment?  What are some important macroenvironment developments? 3-2 .

MIS Probes for Information       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? 3-3 .

Data mining  Marketing Intelligence System  3-4 .Internal Records Order-to-Payment Cycle  Sales Information System  Databases. Warehousing.

Steps to Improve Marketing Intelligence        Train and motivate sales force Motivate channel members to share intelligence Network externally Utilize customer advisory panel Utilize government data resources Purchase information Collect customer feedback online 3-5 .

Needs and Trends Fad Trend Megatrend 3-6 .

Environmental Forces Demographic  Economic  Socio-Cultural  Natural  Technological  Political-Legal  3-7 .

Population and Demographics Size  Growth rate  Age mix  Literacy levels  3-8 .

Economic Environment Purchasing Power Income Distribution 3-9 .

Social-Cultural Environment Views of themselves  Views of others  Views of organizations  Views of society  Views of nature  Views of the universe  3-10 .

Natural Environment Shortage of raw materials  Increased energy costs  Anti-pollution pressures  Changing Role of governments  3-11 .

Technological Environment Pace of change  Opportunities for innovation  Greater emphasis on R&D  Increased regulation of technological change  3-12 .

Political-Legal Environment Increase in business legislation  Protecting the welfare of consumers  3-13 .

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