3

Gathering Information and

Scanning the Environment

Marketing Management, 13th ed

 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

Sales
Order-to-Payment
Information
Cycle
System

Databases, Marketing
Warehousing, Intelligence
Data Mining System

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 Table 3.2
Secondary Commercial Data Sources

Nielsen SAMI/Burke

MRCA Simmons

Information
Arbitron
Resources, Inc.

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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

Political-Legal Economic

Technological Socio-Cultural

Natural

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 Population and Demographics

Population growth Educational groups

Population age mix Household patterns
Ethnic markets Geographical shifts

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 Household Patterns

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 Economic Environment
Income Distribution
Savings, Debt, and
Credit

Levis 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

Increased
energy costs

Anti-pollution
pressures

Governmental
protections
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 Technological Environment

Pace of change

Opportunities
for innovation

Varying R&D
budgets

Increased regulation
of change

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 Political-Legal Environment

Increase in
business legislation

Growth of special
interest groups

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