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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?

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chapter questions
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?
what is a marketing information system mis
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.

information needs probes
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?
internal records and marketing intelligence
Internal Records and Marketing Intelligence
  • Order-to-payment cycle
  • Sales information system
  • Databases, warehousing, data mining
  • Marketing intelligence system
steps to improve marketing intelligence
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
sources of competitive information
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
major competitive spheres
Major Competitive Spheres
  • Industry
  • Products
  • Competence
  • Market segment
  • Vertical channels
  • Geographic
dimensions that define a business
Dimensions that Define a Business
  • Customer groups
  • Customer needs
  • Technology
characteristics of sbus
Characteristics of SBUs
  • It is a single business or collection of related businesses
  • It has its own set of competitors
  • It has a leader responsible for strategic planning and profitability
ansoff s product market expansion grid
Ansoff’s Product-Market Expansion Grid
  • Market penetration strategy
  • Market development strategy
  • Product development strategy
  • Diversification strategy
porter s generic strategies
Porter’s Generic Strategies
  • Overall cost leadership
  • Differentiation
  • Focus
categories of marketing alliances
Categories of Marketing Alliances
  • Product or service alliance
  • Promotional alliance
  • Logistics alliances
  • Pricing collaborations
needs and trends
Needs and Trends
  • Fads
    • Un-predictable, short lived, and without social, economic & political significance.
  • Trends
    • A direction or sequence of events that has some momentum and durability.
  • Megatrends
    • Large social. Economic, political and technological changes that are slow to form once in place, they influence us for some time between seven and ten years or longer.
trends shaping the business landscape
Profound shifts in centers of economic activity

Increases in public-sector activity

Change in consumer landscape

Technological connectivity

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 practices

Trends Shaping the Business Landscape
environmental forces
Environmental Forces
  • Demographic
  • Economic
  • Socio-cultural
  • Natural
  • Technological
  • Political-legal
demographic
Demographic

If the world were a village of 1,000 people it would consist of:

  • 520 Female
  • 480 Male
  • 330 Children
  • 60 People over age 65
  • 10 College Graduates
  • 335 Illiterate Adults
population and demographics
Population growth

Population age mix

Ethnic markets

Educational groups

Household patterns

Geographical shifts

Population and Demographics
economic environment
Economic Environment
  • Income Distribution
  • Savings, Debt, and Credit
social cultural environment
Social-Cultural Environment
  • Views of themselves
  • Views of others
  • Views of organizations
  • Views of society
  • Views of nature
  • Views of the universe
natural environment
Natural Environment
  • Shortage of raw materials
  • Increased energy costs
  • Anti-pollution pressures
  • Governmental protections
technological environment
Technological Environment
  • Pace of change
  • Opportunities for innovation
  • Varying R&D budgets
  • Increased regulation of change
political legal environment
Political-Legal Environment
  • Increase in business legislation
    • To protect consumers from unfair business practices
    • Protect the interests of society from powerful business behaviour
    • Charge businesses with the social costs created by their products or production processes
    • May have the un-intended effect of sapping initiative & retarding growth
bibliography
Bibliography
  • Marketing Management – A South Asian Perspective
  • by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
  • Mithileshwar Jha, 13th Edition, Published by Pearson
  • Education, Inc.
  • Strategic Marketing Management – Meeting The
  • Global Marketing Challenges by Carol H. Anderson &
  • Julian W. Vincze Published by Houghton Mifflin Company.
  • Principles of Advertising & IMC by Tom Duncan 2nd
  • Edition, Published by McGraw-Hill Irwin.
  • Principles of Marketing by Philip Kotler & Gary Armstrong
  • Thirteenth Edition, Published by Prentice Hall
slide26
"Life is like a combination lock; your job is to find the right numbers, in the right order so you can have anything you want."The End…