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    Madhu ... Kotler PPT ..Powerpoint

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    Madhuri Singhvi
    This document discusses the components of a modern marketing information system and methods for gathering market intelligence. It covers internal records, marketing intelligence systems, secondary commercial data sources, sources of competitive information, trends and forces in the macro environment including demographic, economic, socio-cultural, natural, and technological factors. Key methods for tracking opportunities include needs and trend analysis, monitoring shifts in the business landscape, and analyzing factors like population, income, leisure activities, resources, and regulations.

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    Madhu ... Kotler PPT ..Powerpoint

    Uploaded by

    Madhuri Singhvi
    157 views18 pages
    This document discusses the components of a modern marketing information system and methods for gathering market intelligence. It covers internal records, marketing intelligence systems, secondary commercial data sources, sources of competitive information, trends and forces in the macro environment including demographic, economic, socio-cultural, natural, and technological factors. Key methods for tracking opportunities include needs and trend analysis, monitoring shifts in the business landscape, and analyzing factors like population, income, leisure activities, resources, and regulations.

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    Madhu ... Kotler Ppt ..Powerpoint

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    This document discusses the components of a modern marketing information system and methods for gathering market intelligence. It covers internal records, marketing intelligence systems, secondary commercial data sources, sources of competitive information, trends and forces in the macro environment including demographic, economic, socio-cultural, natural, and technological factors. Key methods for tracking opportunities include needs and trend analysis, monitoring shifts in the business landscape, and analyzing factors like population, income, leisure activities, resources, and regulations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    157 views18 pages

    Madhu ... Kotler PPT ..Powerpoint

    Uploaded by

    Madhuri Singhvi
    This document discusses the components of a modern marketing information system and methods for gathering market intelligence. It covers internal records, marketing intelligence systems, secondary commercial data sources, sources of competitive information, trends and forces in the macro environment including demographic, economic, socio-cultural, natural, and technological factors. Key methods for tracking opportunities include needs and trend analysis, monitoring shifts in the business landscape, and analyzing factors like population, income, leisure activities, resources, and regulations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 18

    3

    Gathering Information and Scanning the Environment

    Marketing Management, 13th ed

    Chapter Questions
    What 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.

    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?

    Internal Records and Marketing Intelligence


    Order-to-payment cycle Sales information system Databases, warehousing, data mining Marketing intelligence system

    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

    Secondary Commercial Data Sources


    Nielsen MRCA Information Resources SAMI/Burke Simmons Arbitron

    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

    Needs and Trends


    Fads Trends Megatrends

    Trends Shaping the Business Landscape


    Profound shifts in centers of economic activity Increases in publicsector 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

    Environmental Forces
    Demographic Economic Socio-cultural Natural Technological Political-legal

    Population and Demographics


    Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts

    Economic Environment
    Income Distribution Savings, Debt, and Credit

    Social-Cultural Environment
    Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe

    Most Popular American Leisure Activities


    Reading TV Watching Spending time with family Going to movies Fishing Computer activities Gardening Renting movies Walking Exercise Listening to music

    Natural Environment
    Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

    Keys to Avoiding Green Marketing Myopia


    Consumer Value Positioning Calibration of Consumer Knowledge Credibility of Product Claims

    Technological Environment
    Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

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