Gathering Information and
Scanning the Environment
Marketing Management, 13
thed
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
MIS Systems Provide Information on
Buyer Preferences and Behavior:
Dupont’s Pillow Study
Pillow Segments
• 23% - stackers • 20% - plumpers
• 16% - rollers or folders • 16% - cuddlers
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,
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?
Internal Records and
Marketing Intelligence
Order-to-Payment Cycle
Databases, Warehousing,
Data Mining
Steps to Improve Marketing Intelligence
Train sales force to scan for new developments Train sales force to scan for new developments
Motivate channel members to share intelligence Motivate channel members to share intelligence
Network externally Network externally
Utilize a customer advisory panel Utilize a customer advisory panel
Utilize government data resources Utilize government data resources
Purchase information Purchase information
Table 3.2
Secondary Commercial Data Sources
Nielsen
Information MRCA
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
Trends Shaping the
Business Landscape
• Profound shifts in centers of economic activity
• Increases in public-sector activity
• Change in consumer landscape
• Technological connectivity
• Increase in demand for natural resources
• Emergence of new global industry
structures
• Ubiquitous access to information
Environmental Forces
Demographic
Economic Political-Legal
Socio-Cultural Technological
Population and Demographics
• Population growth • Population age mix • Ethnic markets
Social-Cultural Environment
Views of themselves Views of themselves
Views of others Views of others
Views of nature Views of nature Views of organizations
Views of organizations
Table 3.3 Most Popular
American Leisure Activities
• Reading
• TV watching
• Spending time with family
• Going to movies • Fishing
• Computer activities • Gardening
• Renting movies • Walking
• Exercise
Natural Environment
Shortage of raw materials
Increased energy costs
Figure 3.1 Consumer
Environmental Segments
True Blue Greens (30%)
Greenback Greens (10%)
Sprouts (26%)
Technological Environment
Pace of change
Opportunities for innovation
Varying R&D budgets
Political-Legal Environment
Increase in
business legislation
