Gathering Information & Scanning the Environment. LECTURE-3. 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?
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
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.
Increases in public-sector activity
Change in consumer landscape
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 practicesTrends Shaping the Business Landscape
If the world were a village of 1,000 people it would consist of: