MARKETING MANAGEMENT

Session 3
Gathering
Information and
Scanning the
Environment
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
Internal Records
Order-to-Payment
Cycle
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
Sales
Information
System
TAT
Wal-Mart and
P&G
Better HIT
Ratio
Books, Newspapers, Customer and
Distn feedback,
3-4
Steps to Improve Marketing Intelligence
Train sales force to scan for new development
Motivate channel members to share intelligence
Network externally
Utilize a customer advisory/research panel
Utilize government data resources
Purchase information
Collect customer feedback online
3-5

Secondary Commercial Data Sources
AC Nielsen
Retail Panels
Gallup Online
TAM
Media Research
EBSCO
Articles & Cases
CMIE
Industry Info
NCAER
Consumer Research
Info sources
Statistical Outline of India
The Marketing Whitebook
Readership Surveys-NRS and IRS
NCAER-Usage and Attitudes Study
Indian Trade Stats
Web Sites
Euromonitor International
Stats div of Government
Census of India data
3-6
3-7
Needs and Trends
Fad
Trend
Megatrend
Unpredictable,
Short-lived
-Fashion
Sequence of events
that has some
momentum
-Orkut,Wellness
Large Social,
eco, tech, pol,
changes that
has a long term
impact
-Internet