1. Top 10 Concepts
GATHERING INFORMATION
and SCANNING the
ENVIRONMENT
Carla A. Azucena
Ateneo School of Medicine and Public Health
1

2. Outline:
Gathering Information
1. Marketing Information Systems (MIS)
2. Components of MIS
3. Identifying trends to meet needs and
opportunities
4. Six environmental forces
5. Conclusion

3. Concept 1:
Marketing Information Systems
(MIS) help in making marketing
decisions
MIS consists of:
People Equipment Procedures

4. Concept 1:
Marketing Information Systems
(MIS) help in making marketing
decisions
Macrotrends Micro effects

5. Examples:
 Kotler: DuPont Comforel Pillows
 Local: SMART (Red mobile)
 RP medical: Center for wellness and
Aesthetics (TMC)

6. Concept 2:
MIS relies on what’s inside
and what’s outside
 Internal records
 Marketing Intelligence
 Marketing research

7. Examples:
 Kotler: Wal-mart, Wells Fargo, A.C.
Nielsen
 Local: pinoyexchange.com
 RP: Shaman (TMC), POGS online
database

8. Concept 3:
Recognize and respond to unmet
needs and trends
 Fad: unpredictable, short-
lived
 Trend: shape of the future
 Megatrend: large changes,
slow

9. Examples:
 Kotler: FedEx, Dockers
 Local: SM, Ayala land (Serendra,
Avida)
 RP medical: Belo, Herbal
pharmaceuticals

10. Concept 4:
Six environmental forces
interact and influence marketing
decisions

11. Examples:
 Kotler: Population Overgrowth
 Local: Natural calamities, poverty
 RP medical: advances in studies and
research, new discoveries

12. Concept 5:
Demographic composition
is vital
 Population growth
 Changes in mixes

13. Examples:
 Kotler: MTVTr3s
 Local: MYX, Jolibee, McDonalds, Bodhi
 RP medical: Contraceptive pills,
cosmetic surgery (Belo), Lie-in clinics

14. Concept 6:
Money counts

15. Examples:
 Kotler: Levi’s Capital E and signature
Line
 Local: Ever Gotesco mall, SM savemore
 RP medical: 6570 Beverly Hills Clinic,
4D ultrasound, medical packages

16. Concept 7:
Socio-cultural beliefs determine
preferences

17. Examples:
 Kotler: Beatles, Elvis Presley, Frito-lay
 Local: Selecta, Jolibee
 RP medical: Pia and Maxene Magalona
for Cervical cancer vaccine

18. Concept 8:
Green is the new Blue!

19. Examples:
 Kotler: Toyota Prius
 Local: SM reusable shopping bags,
Cebu-Pacific, Starbucks
 RP medical: Digital xray films,
computerized prescriptions

20. Concept 9:
Monitor trends in technology
 Change
 Innovation
 R&D budgets
 regulation

21. Examples:
 Kotler: iPod, Human Genome project
 Local: Globe, Smart
 RP medical: Smartphones (iPhone,
blackberry, PocketPc), telemicroscopy

22. Concept 10:
Work with laws and pressure
groups

23. Examples:
 Kotler: Consumerist movement,
Nutrition labels
 Local: Pink wheels
 RP medical: Mercury Drug store,
Magna carta of patient’s rights

24. Summary and conclusion:
Gathering information….
1. Is important
2. Consists of several components
3. Is the key to opportunities
4. Involves everybody and is affected by
6 forces
5. Entails riding trends

25. Top 10 Concepts
GATHERING INFORMATION
and SCANNING the
ENVIRONMENT
Carla A. Azucena
Ateneo School of Medicine and Public Health
25