After reading this chapter, students should:
Know the components of a modern marketing
information system
2. Know what are useful internal records
3. Know what is involved with a marketing intelligence
system
4. Know what are the key methods for tracking and
identifying opportunities in the macroenvironment
5. Know what are some important macroenvironment
developments
1.
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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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?
Accounts Receivable Ledger
Sales
Information
System
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
Order-to-Payment
Cycle
A Marketing Intelligence System is a set of procedures and sources used by managers to
obtain everyday information about developments in the marketing environment.
Train sales force to scan for new developments
Motivate channel members to share intelligence
Network externally
Utilize a customer advisory panel
Utilize government data resources
Purchase information
Collect customer feedback online
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Needs and Trends
Identifying the Major Forces
Profound shifts in
centers of economic
activity
 Increases in public-sector
activity
 Change in consumer
landscape
 Technological
connectivity
 Scarcity of well-trained
talent
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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
Marketing Environment
Micro
Environment
Demographic
Company
Cultural
Publics
Suppliers
Company
Competitors
Customers
Natural
Political
Intermediaries
Macro
Environment
Economic
Technological
Forces in the Company’s Macro environment
Gathering Information
and scanning The
Environment
Analyzing The
micro
environment
Internal Records
Order-toPayment
Cycle
Sales
Information
System
Databases,
Warehousing,
Data Mining
Company
Suppliers
Marketing
Intelligence
System
Financial Publics
Media Publics
Government Publics
Citizen Action Publics
Local Publics
General Public
Internal Public
Competitors
Demographic
Environment
Economic
Environment
Cultural
Environment
•Environmental greening
•W
•Desire for convenience
•Changing gender roles
•Health and fitness
consciousness
Natural
Environment
Marketing
Intermediaries
Consumer
•Train sales force
•Motivate channel
•Network externally
•customer advisory
panel
•government data
resources
•Purchase information
•customer feedback
Publics
Other Major Macro
Environment
•Business
•Reseller
•Government
•International
•Brand competition
•Industry competition
•Form competition
•Generic competition
Technological
Environment
Political and legal
Environment
Environmental
Responsibility