ch3 gathering information and scanning the environment avellana

TOP 10 Learning Concepts

Ch 3: Gathering Information and Scanning the Environment

Ma. Katrina S. AvellanaApril 2011

http://kavellana.blogspot.com

Outline of the Presentation

2http://kavellana.blogspot.com

• What is a Marketing Information System (MIS)?

• What are some emerging trends in business?

• What are the steps to improve Marketing Intelligence?

• What are sources of competitive information

• What are the environmental forces shaping business landscape?

Marketing Information System (MIS)


• Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers.



• Provides information on buyer preferences and behavior

Marketing Information System (MIS) applied: Dupont’s Pillow Study


• Provides information on buyer preferences and behavior

Pillow Segments

• 23% stackers

• 20% plumpers

• 16% rollers or folders

• 16% cuddlers

• 10% smashers

Information needs probes


• What decisions do you regularly make?

• What information is needed for these decisions?

• What information do you regularly get?

• What special studies do you periodically request?

• What information is needed but not given?

• What 4 improvements are for the present MIS?

Internal Records and Marketing Intelligence


Order-to-Payment Cycle

Databases, Warehousing,

Data Mining

Marketing Intelligence

System

Sales Information

System

Steps to Improve Marketing Intelligence

12

Train Sales Force to scan for developments


Motivate channel members to share intelligence

Network externally

Purchase information

Utilize a customer advisory panel

Utilize government data resources

Collect customer feedback online

Sources of Competitive Information


• Independent customer goods and service review forums

• Distributor of sales agent feedback sites

• Combination sites offering reviews and expert opinions

• Customer complaint sites

• Public blogs


• Increases in public-sector activity

Some Emerging Business Trends



• Changes in consumer landscape



• Technological connectivity

Emerging Business Trends


• Increase in demand for natural resources



• Emergence of new global industry structures



• Ubiquitous access to information

Environmental Forces Shaping the Business Landscape

20

• Demographic

• Population growth

• Population age mix

• Ethnic markets

• Educational groups

• Household patterns

• Geographical shifts




• Political-Legal

• Increase in business legislation

• Growth of special interest groups



• Technological

• Pace of change

• Opportunities for innovation

• Varying R&D budgets

• Increased regulation of change



• Natural

• Shortage of raw materials

• Increased energy costs

• Anti-pollution measures

• Governmental protections



• Socio-Cultural

• Views of themselves

• Views of others

• Views of organizations

• Views of society

• Views of nature

• Views of the universe



• Economic

Summary


• Marketing Information System (MIS) is a critical tool in making major marketing decisions.

• Understanding marketing trends and factors affecting dynamic change is an essential part of management.

TOP 10 Learning Concepts

Ch 3: Gathering Information and Scanning the Environment

Ma. Katrina S. AvellanaApril 2011


ch3 gathering information and scanning the environment avellana

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