1. Marketing Management MBA CP 205

2. Gathering information and Scanning the Environment

4. Gathering information and Scanning the Environment Marketing Information System A Marketing Information System (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

5. Gathering information and Scanning the Environment MIS is developed from …. Internal company records Marketing Research Marketing Intelligence

6. Gathering information and Scanning the Environment Internal company records Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System

7. Marketing Intelligence System A marketing intelligence system is a set of procedures and sources manager use to obtain everyday information about developments in the marketing environment. Gathering information and Scanning the Environment

8. Gathering information and Scanning the Environment Steps to improve quality of marketing intelligence Motivate channel members to share intelligence Train sales force to scan for new developments Network externally Utilize a customer advisory panel Utilize government data resources Purchase information from outside suppliers Collect customer feedback online

9. Gathering information and Scanning the Environment Analyzing the Macro-environment Needs and Trends Fad Trend Megatrend

10. Gathering information and Scanning the Environment Identifying Environmental forces Demographic Economic Political-Legal Socio-Cultural Technological Natural

12. Gathering information and Scanning the Environment All figures in million Source: The Marketing White book 2007-08, Business World

14. Gathering information and Scanning the Environment Mattel markets in China. The headline reads: “ Hot wheels Performance Tracks – Great Varieties, Great Challenges!”

16. Gathering information and Scanning the Environment Classification of Income Class 1995-1996 2006-2007 All figures in million Source: The Marketing White book 2003-04, Business World 95 16.5 190.4 33 The Deprived(<0.9L) 117 20.2 253.9 44 The Aspirers(0.9-2L) 472 81.7 312.2 54.1 The seekers(2-5L) 432 75.5 186 32.5 The Strivers(5-10L) 30 5.2 7 1.2 The Globals(>10L) Estimated Population Households Estimated Population Households Income Class

19. Gathering information and Scanning the Environment Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Changing role of Governments

20. GreenDisk, a company that Produces high – quality Recycled disks. Gathering information and Scanning the Environment

21. Gathering information and Scanning the Environment Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

22. Gathering information and Scanning the Environment Politico-Legal Environment Increase in business legislation Growth of special interest groups