gathering information and scanning the environment marketing management, 13 th ed 3
TRANSCRIPT
3-2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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.
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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?
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Internal Records and Marketing Intelligence
Order-to-PaymentCycle
Databases,Warehousing,
Data Mining
MarketingIntelligence
System
Sales Information
System
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Table 3.2 Secondary Commercial Data Sources
Nielsen
Information Resources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke
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Needs and Trends
Fad
Trend
Megatrend
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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
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Environmental Forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
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Population and Demographics
• Population growth• Population age mix• Ethnic markets
• Educational groups• Household patterns• Geographical shifts
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Economic Environment
• Income Distribution• Savings, Debt, and
Credit
• Levi’s has responded to changes in income distribution by offering an upscale line and a mass market line
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Natural Environment
Shortage of raw materials
Increasedenergy costs
Anti-pollutionpressures
Governmentalprotections
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Technological Environment
Pace of change
Opportunitiesfor innovation
Varying R&D budgets
Increased regulationof change