This document discusses marketing information systems and how companies gather intelligence. It provides examples of how Dupont segmented pillow users and how Best Buy segments customers. It also outlines the components of a marketing information system, including internal records, marketing intelligence systems, and secondary data sources. Steps to improve marketing intelligence are identified, such as training sales forces, motivating information sharing, and utilizing customer feedback.

1. Gathering Information
Marketing Management by:Sylvia O. Liao

2. 3-2
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?

3. 3-3
MIS Systems Provide Information on
Buyer Preferences and Behavior:
Dupont’s Pillow Study
Pillow Segments
• 23% - stackers
• 20% - plumpers
• 16% - rollers or folders
• 16% - cuddlers
• 10% - smashers

4. 3-4
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.

5. 3-5
Table 3.1 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?

6. 3-6
Internal Records and
Marketing Intelligence
Order-to-Payment
Cycle
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
Sales
Information
System

7. 3-7
Steps to Improve Marketing Intelligence
Train sales force to scan for new developmentsTrain sales force to scan for new developments
Motivate channel members to share intelligenceMotivate channel members to share intelligence
Network externallyNetwork externally
Utilize a customer advisory panelUtilize a customer advisory panel
Utilize government data resourcesUtilize government data resources
Purchase informationPurchase information
Collect customer feedback onlineCollect customer feedback online

8. 3-8
Best Buy’s Use of MIS
Best Buy segments its
customers into highly
differentiated
segments known by
archetypes like “Buzz,”
“Barry,” and “Jill.”

9. 3-9
Table 3.2
Secondary Commercial Data Sources
Nielsen
Information
Resources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke

10. 3-10
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