G ATHERING I NFORMATION AND S CANNING THE E NVIRONMENT MBA 649 : Marketing Management M Wahidul Islam Fall 2014 LECTURE 3

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-2 W HAT IS A M ARKETING I NFORMATION S YSTEM (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.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-3 T ABLE 3.1 I NFORMATION N EEDS P ROBES 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?

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-4 I NTERNAL R ECORDS AND M ARKETING I NTELLIGENCE Order-to-payment cycle Sales information system Databases, warehousing, data mining Marketing intelligence system

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-5 M ARKETING I NTELLIGENCE S YSTEM Marketing Intelligence System is a set of procedures and sources that manger use to obtain everyday information about developments in marketing environment.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-6 S TEPS TO I MPROVE M ARKETING I NTELLIGENCE 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

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-7 S ECONDARY C OMMERCIAL D ATA S OURCES Nielsen MRCA Information Resources SAMI/Burke Simmons Arbitron

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-8 S OURCES OF C OMPETITIVE I NFORMATION 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

N EEDS AND T RENDS Fads Trends Megatrends Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-9

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-10 T RENDS S HAPING THE B USINESS L ANDSCAPE 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

E NVIRONMENTAL F ORCES Demographic Economic Socio-cultural Natural Technological Political-legal Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-11

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-12 P OPULATION AND D EMOGRAPHICS Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-13 E CONOMIC E NVIRONMENT Income Distribution Savings, Debt, and Credit

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-14 S OCIAL -C ULTURAL E NVIRONMENT Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-15 N ATURAL E NVIRONMENT Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-16 T ECHNOLOGICAL E NVIRONMENT Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

R EFERENCES Chapter 3 – Scanning the marketing environment, forecasting demand and conducting marketing research Kotler, Philip, Keller, Kevin L., Koshy, Abraham and Jha, Mithileshwar ( ) Marketing Management: A South Asian Perspective (14 th Edition) Pearson Education Inc