GATHERING INFORMATION AND

SCANNING THE ENVIRONMENT

NGUYEÃN XUAÂN MINH (Ph.D)

Foreign Trade University, HCMC Campus

GV: TS Nguyễn Xuân Minh 1

 Marketing information system

Component
People
Equipment
Procedure to process information
Sources
Internal record
Marketing intelligence activities
Marketing research
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 Internal record

- Order – to – payment cycle

- Sales information system
- Databases: collect, utilize
- Internet
- Extranets
For: speed, accuracy, efficiency

GV: TS Nguyễn Xuân Minh 3

 Marketing Intelligence System

-Definition: set of procedures and sources managers

use to obtain everyday information about
developments in the marketing environment.

- Form: books, newspapers, trade publications,

talking to customers, suppliers, distributors, meeting
with other company managers.

GV: TS Nguyễn Xuân Minh 4

 Marketing Intelligence System

Steps to improve quality of marketing intelligence

-Train and motivate staff to get information
- Motivate distributors, retailers to pass information
- Network externally
- Set up a customer advisory panel
- Take advantage of government data
- Purchase information from outside
- Use online customer feedback system

GV: TS Nguyễn Xuân Minh 5

 ANALYSING THE MACRO ENVIRONMENT

1. Needs and trends

Fad, trend, mega-trend
2. Identifying major forces
- Demographic environment: population growth, population
age mix, educational groups, household patterns,
geographical shifts in population...
- Economic environment: income distributions, levels of
savings, debt, credit availability
- Social- cultural environment: beliefs, values, norms…
- Natural environment: raw materials, energy, pollution…
- Technological environment: technology, innovation, R&D
- Political and legal environment: laws, government
agencies…
GV: TS Nguyễn Xuân Minh 6