GATHERING INFORMATION AND

SCANNING THE ENVIRONMENT

MBA 649 : Marketing ManagementM Wahidul Islam

Fall 2014

LECTURE 3

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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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TABLE 3.1 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?

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-4INTERNAL RECORDS AND MARKETING INTELLIGENCE

Order-to-payment cycle Sales information system Databases, warehousing, data mining Marketing intelligence system

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-5MARKETING INTELLIGENCE SYSTEM

Marketing Intelligence System is a set of procedures and sources that manger use

to obtain everyday information about developments in marketing environment.

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-6STEPS TO IMPROVE MARKETING INTELLIGENCE

Train sales force to scan for new developments

Motivate channel members to share intelligence

Network externally Utilize a customer advisory panel Utilize government data sources Collect customer feedback online Purchase information

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-7SECONDARY COMMERCIAL DATA SOURCES

Nielsen MRCA Information Resources SAMI/Burke Simmons Arbitron

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-8SOURCES OF COMPETITIVE INFORMATION

Independent customer goods and service review forums

Distributor or sales agent feedback sites

Combination sites offering customer reviews and expert opinions

Customer complaint sites Public blogs

NEEDS AND TRENDS

Fads Trends Megatrends

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TRENDS SHAPING THE BUSINESS LANDSCAPE Profound shifts in

centers of economic activity

Increases in public-sector activity

Change in consumer landscape

Technological connectivity

Scarcity of well-trained talent

Increase in demand for natural resources

Emergence of new global industry structures

Ubiquitous access to information

Management shifts from art to science

Increase in scrutiny of big business practices

ENVIRONMENTAL FORCES

Demographic Economic Socio-cultural Natural Technological Political-legal

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1

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POPULATION AND DEMOGRAPHICS

Population growth Population age mix Ethnic markets

Educational groups Household patterns Geographical shifts

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 3-13

ECONOMIC ENVIRONMENT

Income Distribution Savings, Debt, and Credit

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SOCIAL-CULTURAL ENVIRONMENT

Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe

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NATURAL ENVIRONMENT

Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

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TECHNOLOGICAL ENVIRONMENT

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

REFERENCES

Chapter 3 – Scanning the marketing environment, forecasting demand and conducting marketing research Kotler, Philip, Keller, Kevin L., Koshy, Abraham

and Jha, Mithileshwar (2013-14) Marketing Management: A South Asian Perspective (14thEdition) Pearson Education Inc