3 Collecting Information and Forecasting Demand 1

3-2Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Internal Records and Marketing Intelligence Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System

What is a Marketing Intelligence System? A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-3

Needs and Trends Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-4 Fad Trend Megatrend

3-5Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Major Forces in the environment Demographic EconomicPolitical-Legal Socio-CulturalTechnological Natural

Population and Demographics  Population growth  Population age mix  Ethnic markets  Educational groups  Household patterns Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-6

Economic Environment Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-7 Consumer Psychology Income Distribution Income, Savings, Debt, Credit

3-8Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

3-9Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

The Political-Legal Environment Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-10 Business Legislation Growth of Special Interest Groups