3

Gathering Information and
Scanning the Environment

Marketing Management, 13th ed

and accurate information to marketing decision makers. and distribute needed. evaluate. Inc. equipment. What is a Marketing Information System (MIS)? A marketing information system consists of people. 3-2 Copyright © 2009 Pearson Education. and procedures to gather. Publishing . sort. analyze. timely.

1 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? 3-3 Copyright © 2009 Pearson Education. Inc. Publishing . Table 3.

Internal Records and Marketing Intelligence Sales Order-to-Payment Information Cycle System Databases. Inc. Marketing Warehousing. Publishing . Intelligence Data Mining System 3-4 Copyright © 2009 Pearson Education.

Table 3. Inc.2 Secondary Commercial Data Sources Nielsen SAMI/Burke MRCA Simmons Information Arbitron Resources. 3-5 Copyright © 2009 Pearson Education. Publishing . Inc.

Inc. Publishing . Needs and Trends Fad Trend Megatrend 3-6 Copyright © 2009 Pearson Education.

Publishing . Inc. Trends Shaping the Business Landscape • Profound shifts in • Increase in demand for centers of economic natural resources activity • Emergence of new • Increases in public. global industry sector activity structures • Change in consumer • Ubiquitous access to landscape information • Technological • Management shifts connectivity from art to science • Scarcity of well-trained • Increase in scrutiny of talent big business practices 3-7 Copyright © 2009 Pearson Education.

Inc. Publishing . Environmental Forces Demographic Political-Legal Economic Technological Socio-Cultural Natural 3-8 Copyright © 2009 Pearson Education.

Inc. Publishing . Population and Demographics • Population growth • Educational groups • Population age mix • Household patterns • Ethnic markets • Geographical shifts 3-9 Copyright © 2009 Pearson Education.

Inc. Household Patterns 3-10 Copyright © 2009 Pearson Education. Publishing .

and Credit • Levi’s has responded to changes in income distribution by offering an upscale line and a mass market line 3-11 Copyright © 2009 Pearson Education. Publishing . Inc. Debt. Economic Environment • Income Distribution • Savings.

Publishing . Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections 3-12 Copyright © 2009 Pearson Education. Inc.

Inc. Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change 3-13 Copyright © 2009 Pearson Education. Publishing .

Inc. Publishing . Political-Legal Environment Increase in business legislation Growth of special interest groups 3-14 Copyright © 2009 Pearson Education.