Gathering Information and Scanning the Environment 3 Gathering Information and Scanning the Environment Marketing Management, 13th ed

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. 3-2 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

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

Internal Records and Marketing Intelligence Order-to-Payment Cycle Sales Information System Databases, Warehousing, Data Mining Marketing Intelligence System 3-4 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

Table 3.2 Secondary Commercial Data Sources Nielsen SAMI/Burke MRCA Simmons By clicking on the video icon, you can launch a short video clip about Burke’s research process. Information Resources, Inc. Arbitron 3-5 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

Needs and Trends Fad Trend Megatrend 3-6 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

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 3-7 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

Environmental Forces Demographic Political-Legal Economic Technological Socio-Cultural Natural 3-8 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

Population and Demographics Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts 3-9 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

Household Patterns 3-10 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

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 3-11 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections 3-12 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change 3-13 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

Political-Legal Environment Increase in business legislation Growth of special interest groups 3-14 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall