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Gathering information and Scanning the environment

Marketing
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3 Gathering Information and Scanning the Environment Marketing Management, 13th ed
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.
MKIS development Marketing Information System is developed from 1. Internal company records 2. Marketing intelligence activities 3. Marketing research 4. Marketing decision support systems
Internal Records and Marketing Intelligence • Order-to-payment cycle • Sales information system • Databases, warehousing, data mining • Marketing intelligence system
Marketing Intelligence System • A set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment • Market Intelligence is the capturing of information relevant to a companies markets. In a more practical context, it is the gathering, analysis, and dissemination of information that is relevant to the market segments your company participates, or wishes to participate in.
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
Table 3.2 Secondary Commercial Data Sources • Nielsen • BASES • Information Resources Inc • Experian • Simmons • Arbitron • NPD
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 • Interviews—up to 70% of intelligence
Marketing Research Process 1. Defining the problems 2. Development of an approach to the problem/development of a research plan 3. Formulation of research design 4. Implementing the research plan regarding field work or data collection 5. Data preparation and analysis 6. Report preparation and its presentation
Marketing Research Approach • Observational research: primary data is gathered by observing the relevant actors and settings. • Focus-group research: six to ten peoples are invited to spend a few hours with a skilled moderator to discuss a product, service or organization continue……
• Survey research: suitable for descriptive research to learn about peoples, knowledge, beliefs, preferences and satisfaction • Experimental research: most scientific research to capture the cause and effect relationships
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
Table 3.3 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 • Brazilian Wood • Increased energy costs • Fuel Costs affect manufacturing, distribution, and retailing • Anti-pollution pressures • Biofuels, carbon credits, sustainability • Governmental protections • Tarriffs, quotas, classifications, taxes • Systemic Effects • Vultures in India, Cow & Growth Hormones
Technological Environment • Pace of change • Opportunities for innovation • Varying R&D budgets • Increased regulation of change
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?

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Gathering information and Scanning the environment

  • 1. 3 Gathering Information and Scanning the Environment Marketing Management, 13th ed
  • 2. 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.
  • 3. MKIS development Marketing Information System is developed from 1. Internal company records 2. Marketing intelligence activities 3. Marketing research 4. Marketing decision support systems
  • 4.
  • 5. Internal Records and Marketing Intelligence • Order-to-payment cycle • Sales information system • Databases, warehousing, data mining • Marketing intelligence system
  • 6. Marketing Intelligence System • A set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment • Market Intelligence is the capturing of information relevant to a companies markets. In a more practical context, it is the gathering, analysis, and dissemination of information that is relevant to the market segments your company participates, or wishes to participate in.
  • 7. 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
  • 8. Table 3.2 Secondary Commercial Data Sources • Nielsen • BASES • Information Resources Inc • Experian • Simmons • Arbitron • NPD
  • 9. 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 • Interviews—up to 70% of intelligence
  • 10. Marketing Research Process 1. Defining the problems 2. Development of an approach to the problem/development of a research plan 3. Formulation of research design 4. Implementing the research plan regarding field work or data collection 5. Data preparation and analysis 6. Report preparation and its presentation
  • 11. Marketing Research Approach • Observational research: primary data is gathered by observing the relevant actors and settings. • Focus-group research: six to ten peoples are invited to spend a few hours with a skilled moderator to discuss a product, service or organization continue……
  • 12. • Survey research: suitable for descriptive research to learn about peoples, knowledge, beliefs, preferences and satisfaction • Experimental research: most scientific research to capture the cause and effect relationships
  • 13. Environmental Forces • Demographic • Economic • Socio-cultural • Natural • Technological • Political-legal
  • 14. Population and Demographics • Population growth • Population age mix • Ethnic markets • Educational groups • Household patterns • Geographical shifts
  • 15. Economic Environment • Income Distribution • Savings, Debt, and Credit
  • 16. Social-Cultural Environment • Views of themselves • Views of others • Views of organizations • Views of society • Views of nature • Views of the universe
  • 17. Table 3.3 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
  • 18. Natural Environment • Shortage of raw materials • Brazilian Wood • Increased energy costs • Fuel Costs affect manufacturing, distribution, and retailing • Anti-pollution pressures • Biofuels, carbon credits, sustainability • Governmental protections • Tarriffs, quotas, classifications, taxes • Systemic Effects • Vultures in India, Cow & Growth Hormones
  • 19. Technological Environment • Pace of change • Opportunities for innovation • Varying R&D budgets • Increased regulation of change
  • 20. 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?

Notas do Editor

  1. By clicking on the video icon, you can launch a short video clip about Burke’s research process.