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    Gathering Information and Scanning The Environment 3

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    The document discusses the components of a modern marketing information system, including internal records, marketing intelligence activities, and marketing research. It describes the key parts of an information system like the order-to-payment cycle, sales information systems, databases, and marketing intelligence systems. Additionally, it outlines some important macro environmental forces like demographic, political-legal, economic, technological, natural, and socio-cultural factors that marketers should analyze.

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    Gathering Information and Scanning The Environment 3

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    lovebug_b4u
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    The document discusses the components of a modern marketing information system, including internal records, marketing intelligence activities, and marketing research. It describes the key parts of an information system like the order-to-payment cycle, sales information systems, databases, and marketing intelligence systems. Additionally, it outlines some important macro environmental forces like demographic, political-legal, economic, technological, natural, and socio-cultural factors that marketers should analyze.

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    Gathering Information and Scanning the Environment 3

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    The document discusses the components of a modern marketing information system, including internal records, marketing intelligence activities, and marketing research. It describes the key parts of an information system like the order-to-payment cycle, sales information systems, databases, and marketing intelligence systems. Additionally, it outlines some important macro environmental forces like demographic, political-legal, economic, technological, natural, and socio-cultural factors that marketers should analyze.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    772 views20 pages

    Gathering Information and Scanning The Environment 3

    Uploaded by

    lovebug_b4u
    The document discusses the components of a modern marketing information system, including internal records, marketing intelligence activities, and marketing research. It describes the key parts of an information system like the order-to-payment cycle, sales information systems, databases, and marketing intelligence systems. Additionally, it outlines some important macro environmental forces like demographic, political-legal, economic, technological, natural, and socio-cultural factors that marketers should analyze.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 20

    GATHERING INFORMATION AND SCANNING THE ENVIRONMENT

    Ms. Kiran Sharma

    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)?


    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.

    COMPONENTS OF A MODERN MARKETING INFORMATION SYSTEM


    Information needs probes: 1) What decisions do you regularly make? 2) What information do you need to make these decisions? 3) What information do you regularly get? 4) What information would you want that you are not getting now? 5) What information would you want daily? Weekly? Monthly? Yearly? 6) What magazines and trade reports would you like to see on a regular basis? 7) What topics would you like to be kept informed of? 8) What data analysis programs would you want?

    A marketing information system is developed from: Internal company records. Marketing intelligence activities. Marketing research.

    Internal Records and Marketing Intelligence


    Order-to-Payment Cycle

    Sales Information System

    Databases, Warehousing, Data Mining Marketing Intelligence System

    Internal Records and Marketing Intelligence


    Order-to-Payment Cycle
    Order-to-Payment Cycle Orders sent by Sales representatives, dealers, and customers sent to the firm. Preparation and transmission of copies of invoices by the sales department to various departments. Shipped items accompanied by shipping and billing documents that are sent to the various departments. Steps need to be performed quickly and accurately. Internet being used excessively improve the speed, accuracy, and efficiency of the order-to-payment cycle.

    Sales Information System

    Databases, Warehousing, Data Mining

    Marketing Intelligence System

    Internal Records and Marketing Intelligence


    Order-to-Payment Cycle
    Sales Information Systems Marketing managers need timely and accurate reports on current sales. Companies carefully interpret the sales data so as not to get the wrong signals. Technological gadgets are revolutionizing sales information systems and allowing representatives to have up-to-the second information.

    Sales Information System

    Databases, Warehousing, Data Mining

    Marketing Intelligence System

    Internal Records and Marketing Intelligence


    Order-to-Payment Cycle
    Databases, Data Warehouses, and Data-Mining Companies organize information in databases customer product

    Sales Information System

    salesperson Companies warehouse these data for easy accessibly to decision makers. By hiring analysts skilled in sophisticated statistical methods, companies can mine the data and garner fresh insights into: Neglected customer segments.

    Databases, Warehousing, Data Mining

    Marketing Intelligence System

    Recent customer trends. Other useful information.

    Internal Records and Marketing Intelligence


    Order-to-Payment Cycle
    Marketing Intelligence System The internal records systems supplies results data, but the marketing intelligence system supplies happenings data. a set of procedures and sources used to obtain everyday information about developments in the marketing environment. Marketing managers collect marketing intelligence by: Reading books, newspapers, and trade publications. Talking to customers, suppliers, and distributors. Meeting with other company managers.

    Sales Information System

    Databases, Warehousing, Data Mining

    Marketing Intelligence System

    Steps to Improve Marketing Intelligence


    Train sales force to scan for new developments Motivate distributors to share intelligence mystery shoppers Network externally Utilize a customer advisory panel Utilize government data resources Purchase information Collect customer feedback online

    ANALYZING THE MACROENVIRONMENT

    Fad Trend

    Needs and Trends A fad is unpredictable, shortlived, and without social, economic, and political significance.

    A trend is a direction or sequence of events that has some momentum and durability.

    Mega trend

    Trends are more predictable and durable than fads. A trend reveals the shape of the future and provides many opportunities.

    ANALYZING THE MACROENVIRONMENT


    Some Mega trends Shaping the Consumer Landscape Mega trends have been described as large social, economic, political, and technological changes [that] are slow to form, and once in place, they influence us for some time between seven and ten years, or longer. Trends and mega trends merit close attention.

          

    Delayed retirement Changing nature of work Greater educational attainment Labor shortages Increased immigration Shifting birth trends Changing age structure

    Environmental Forces
    Demographic Political-Legal Economic

    Technological Natural

    Socio-Cultural

    Population and Demographics


    

    Population growth
      

    Insufficient food supply Depletion of minerals/natural resources Decrease in the quality of life

    Population age mix


       

    Less than 25 years 34% 25 34 years 24% Titan, Sony Ericsson, TV channels like MTV and Channel V Various advertisements

    Educational groups
    

    Approx 65% (As per 2001 Census) are literate

    Economic Environment
    Purchasing Power Income Distribution
    Classification of Indian Consumers as per NCAER
    Destitutes - >16000 Aspirants 16K 22K Climbers 22 K 45 K Consuming Class 45 K 2.15 K Rich class

    Savings Rate Debt

    Social-Cultural Environment
    Views of themselves pleasure seekers Views of others Views of organizations Views of society Makers/ Changers/ Escapers Views of nature

    Political-Legal Environment

    Increase in business legislation

    Protecting the Welfare of consumers

    CONSUMER PROTECTION ACT


    Safety protected against products and services that are hazardous to life and property Information - protection against unfair trade practices, informed about quantity, quality and standard and price Choice at competitive prices Representation to be heard and be assured that interests receive due consideration Redressal Seek redressal against unfair and restrictive trade practices Consumer education

    Natural Environment
    Shortage of raw materials Increased energy costs Anti-pollution pressures Changing role of government

    Technological Environment
    Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

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