After reading this chapter, students should: 1. Know the components of a modern marketing information system 2. Know what are useful internal records 3. Know what is involved with a marketing intelligence system 4. Know what are the key methods for tracking and identifying opportunities in the macroenvironment 5. Know what are some important macroenvironment developments

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.

 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?

Order-to-Payment Cycle Accounts Receivable Ledger Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System A Marketing Intelligence System is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.

Train sales force to scan for new developments Motivate channel members to share intelligence Network externally Utilize a customer advisory panel Utilize government data resources Purchase information Collect customer feedback online

 Needs and Trends  Identifying the Major Forces

 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

Company Demographic Economic Natural Technological Political Cultural Company Customers Intermediaries Suppliers Competitors Publics Micro Environment Macro Environment Marketing Environment

Forces in the Company’s Macro environment

Political and legal Environment Order-to- Payment Cycle Order-to- Payment Cycle Sales Information System Sales Information System Databases, Warehousing, Data Mining Databases, Warehousing, Data Mining Publics Financial Publics Media Publics Government Publics Citizen Action Publics Local Publics General Public Internal Public Publics Financial Publics Media Publics Government Publics Citizen Action Publics Local Publics General Public Internal Public Cultural Environment Environmental greening Desire for convenience Changing gender roles Health and fitness consciousness Cultural Environment Environmental greening Desire for convenience Changing gender roles Health and fitness consciousness Environmental Responsibility SESSION 2 CHAPTER 3