Collecting Information For Marketing Decision Making

SSS MMDP BATCH 5

Sonny AgdeppaFebruary 7,2014

Where to collect information?

Where to collect information?

Where to collect information?

1. Management Information System (MIS)

Where to collect information?

1. Management Information System (MIS)

2. Trends and Megatrends

Where to collect information?

1. Management Information System (MIS)

2. Trends and Megatrends

3. Major Environmental Forces

Where to collect information?

MISComponents -

Internal Records System(company records)

Marketing Intelligence System(outside the company)

Marketing Research System(analysis)

Trends and Megatrends

•More valuable•More predictable

•Unpredictable•Short-lived

Fad Trendvs.

Trends and Megatrends

Megatrends

Large Change in•Social•Economic•Political•Technological

Influence is 7-10 years, or more

Monitoring 6 Environmental Forces

Technological

Monitoring 6 Environmental Forces

Technological

Demographics

Technological

Demographics

Political-Legal

Monitoring 6 Environmental Forces

Technological

Demographics

Political-Legal

Economic

Monitoring 6 Environmental Forces

Technological

Demographics

Political-Legal

Economic

Socio-cultural

Monitoring 6 Environmental Forces

Technological

Demographics

Political-Legal

Economic

Socio-cultural

Natural

Monitoring 6 Environmental Forces

MIS

Information for Market Decision Making

Trends and Megatrends

Environmental Factors