Gathering Information and Scanning the EnvironmentMarketing Management, 13th ed3

Chapter QuestionsWhat are the components of a modern marketing information system?What are useful internal records?What is involved in a marketing intelligence system?What are the key methods for tracking and identifying opportunities in the macro environment?What are some important macro environment developments?

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.

Table 3.1 Information Needs ProbesWhat 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?

Internal Records and Marketing IntelligenceOrder-to-payment cycleSales information systemDatabases, warehousing, data miningMarketing intelligence system

Steps to Improve Marketing IntelligenceTrain sales force to scan for new developmentsMotivate channel members to share intelligenceNetwork externallyUtilize a customer advisory panelUtilize government data sourcesCollect customer feedback onlinePurchase information

Table 3.2 Secondary Commercial Data SourcesNielsenMRCAInformation ResourcesSAMI/BurkeSimmonsArbitron

Sources of Competitive InformationIndependent customer goods and service review forumsDistributor or sales agent feedback sitesCombination sites offering customer reviews and expert opinionsCustomer complaint sitesPublic blogs

Needs and TrendsFadsTrendsMegatrends

Trends Shaping the Business LandscapeProfound shifts in centers of economic activityIncreases in public-sector activityChange in consumer landscapeTechnological connectivityScarcity of well-trained talentIncrease in demand for natural resourcesEmergence of new global industry structuresUbiquitous access to informationManagement shifts from art to scienceIncrease in scrutiny of big business practices

Environmental ForcesDemographicEconomicSocio-culturalNaturalTechnologicalPolitical-legal

Population and DemographicsPopulation growthPopulation age mixEthnic marketsEducational groupsHousehold patternsGeographical shifts

Economic EnvironmentIncome DistributionSavings, Debt, and Credit

Social-Cultural EnvironmentViews of themselvesViews of othersViews of organizationsViews of societyViews of natureViews of the universe

Table 3.3 Most Popular American Leisure ActivitiesReadingTV WatchingSpending time with familyGoing to moviesFishingComputer activitiesGardeningRenting moviesWalkingExerciseListening to music

Natural EnvironmentShortage of raw materialsIncreased energy costsAnti-pollution pressuresGovernmental protections

Keys to Avoiding Green Marketing MyopiaConsumer Value PositioningCalibration of Consumer KnowledgeCredibility of Product Claims

Technological EnvironmentPace of changeOpportunities for innovationVarying R&D budgetsIncreased regulation of change

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