1. Lecture 3 Gathering Information and Scanning the Environment By : Dr Shahinaz Abdellatif

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

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

4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-4 Internal Records and Marketing Intelligence Order-to-payment cycle Sales information system Databases, warehousing, data mining Marketing intelligence system

5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-5 Steps 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

6. Adapting Marketing to the New Economy Customer Databases and Database Marketing Customer mailing list Business database

7. Data Warehouses and Data Mining Using the database To identify prospects To determine target market To deepen customer loyalty To reactivate customer purchases To avoid serious customer mistakes The Downside of Database Marketing Adapting Marketing to the New Economy

8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-8 Sources 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

9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-9 Environmental Forces Demographic Economic Socio-cultural Natural Technological Political-legal

10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-10 Population and Demographics Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts

11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-11 Economic Environment Income Distribution Savings, Debt, and Credit

12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-12 Social-Cultural Environment Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe

13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-13 Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-14 Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change