1. Gathering Information and Scanning the Environment3
Gathering Information and Scanning the Environment
Marketing Management, 13th ed

2. 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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3. 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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4. Internal Records and Marketing Intelligence
Order-to-Payment
Cycle
Sales
Information
System
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
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5. 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
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6. Needs and Trends Fad Trend Megatrend
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7. 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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8. Environmental Forces Demographic Political-Legal Economic
Technological
Socio-Cultural
Natural
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9. Population and Demographics
Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
Geographical shifts
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10. Household Patterns
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11. 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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12. Natural Environment Shortage of raw materials Increased energy costs
Anti-pollution
pressures
Governmental
protections
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13. Technological Environment
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change
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14. Political-Legal Environment
Increase in
business legislation
Growth of special
interest groups
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