Phillip Kevin Lane

Kotler • Keller
Marketing Management
Gathering Information and
Scanning the Environment
 Discussion Questions
1. What are the components of a modern
marketing information system?
2. What are useful internal records for such a
system?
3. What makes up a marketing intelligence system?
4. What are some influential macroeconomic
developments?
5. How can companies accurately measure and
forecast demand?
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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.

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 Collecting Information
Customers

External Factors
Competitors

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 Marketing Information System
People
Procedures

Equipment
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Marketing Information System
Internal Records

Marketing Research

Insight

Marketing Intelligence
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Internal Records
Order-to-Payment Cycle

Databases / Data Mining

Sales Information Systems

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 Order-to-payment cycle
• Orders for a business ’products/services are
placed to a business through either sales
representatives, dealers or other customers
(other customers lead new customers to a
business’ product/service through word of
mouth)

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 Sales information system
Marketing managers need timely and accurate reports on
current sales of a business’ goods and services from
internal records. This information enables managers to
evaluate the trends in sales across different markets and
customers. Based on this information, marketing
managers can also forecast future sales growth across
different markets and customers.

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Databases, warehousing, data
mining
Businesses should organize their information into
databases such as customers’ databases, products
databases, salesperson databases, etc and then combine
the data with different databases. For example, customer
databases will contain customer names, address, past
transactions, demographics, etc. The database will assist
in understanding the characteristics of customers and
factors that influence past, current and future sales.

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 Companies warehouse these data and make them easily
accessible to decision makers. Furthermore, by hiring
analysts skilled in sophisticated statistical methods, they
can "mine" the data and garner fresh insights into
neglected customer segments, recent customer trends,
and other useful information.

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Marketing intelligence system

• Marketing intelligence is a set of procedures

and sources marketing managers can use to
obtain everyday information about the
developments in the marketing environment.

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 Marketing Intelligence
News and Trade Publications

Meet with customers,

suppliers, distributors,
and other managers
Monitor social
media sites
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 Improving Marketing Intelligence
Sales Force Establish industry network

External Experts Customer Advisory Panel

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Needs and Trends

Megatrend
Fad

Trend
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• Fad is an unpredictable, short-lived, and without social, economic,
and political significance.

• Trend is a direction or sequence of events that has some

momentum and durability. Trends are more predictable and
durable than fads.

• 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.

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Analyzing the Macroenvironment

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Major Environmental Forces

Demographics Economic

Technological

Natural Political-Legal
Sociocultural
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The Company’s Macroenvironment

Demographic Environment
Demography is the study of human populations
in terms of size, density, location, age, gender,
race, occupation, and other statistics
• Demographic environment is important
because it involves people, and people make
up markets
• Demographic trends include age, family
structure, geographic population shifts,
educational characteristics, and population
diversity
The Company’s Macroenvironment
Economic Environment

Economic environment consists of factors

that affect consumer purchasing power
and spending patterns
Economic Environment

Consumer
Psychology

Income
Distribution
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The Company’s Macroenvironment
Cultural Environment

Cultural environment consists of institutions

and other forces that affect a society’s basic
values, perceptions, and behaviors
 Ourselves

Nature Others

Socio
cultural
Environment
Society Universe

Organizations

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Natural Environment

Environmental Regulations

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 The Company’s Macroenvironment
Natural Environment
Natural environment involves the natural
resources that are needed as inputs by
marketers or that are affected by marketing
activities
• Trends
– Shortages of raw materials
– Increased pollution
Natural Environment

Shortage of
raw materials

Increased
energy costs

Anti-pollution
pressures

Governmental
protections

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The Company’s Macroenvironment

Political/Legal Environment

Political/Leagal environment consists of laws,

government agencies, and pressure groups
that influence or limit various organizations
and individuals in a given society
Political-Legal Environment
Government Agencies

Laws

Special Interest Groups

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Technological Environment

Accelerated pace of change

Unlimited opportunities

R&D Spending

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Issues inTechnological Environment

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

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