Gathering Information and Scanning the Environment

Marketing Management, 13th ed

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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Internal Records and Marketing Intelligence

Order-to-PaymentCycle

Databases,Warehousing,

Data Mining

MarketingIntelligence

System

Sales Information

System

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Table 3.2 Secondary Commercial Data Sources

Nielsen

Information Resources, Inc.

MRCA

Arbitron

Simmons

SAMI/Burke

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Needs and Trends

Fad

Trend

Megatrend

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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

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Environmental Forces

Demographic

EconomicPolitical-Legal

Socio-CulturalTechnological

Natural

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Population and Demographics

• Population growth• Population age mix• Ethnic markets

• Educational groups• Household patterns• Geographical shifts

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Household Patterns

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Economic Environment

• Income Distribution• Savings, Debt, and

Credit

• Levi’s has responded to changes in income distribution by offering an upscale line and a mass market line

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Natural Environment

Shortage of raw materials

Increasedenergy costs

Anti-pollutionpressures

Governmentalprotections

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Technological Environment

Pace of change

Opportunitiesfor innovation

Varying R&D budgets

Increased regulationof change

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Political-Legal Environment

Increase in business legislation

Growth of specialinterest groups