Chapter 3: Gathering Info and Scanning the environment

Marketing Information System (MIS): Sources of Information

Internal Records and Marketing Intelligence:

1. Info from Order to payment cycle (involves sales rep, dealers, customers),
2. Sales Info System (automatic information about inventory- keeps supplier in loop to replenish- Wal-Mart system),
3. Database and database warehousing (to find trends from the analysis of customer data),

Marketing Intelligence:

• Sales force to spot and report trends of demand etc,
• Motivate the people in distribution channel to pass on the information,
• get information from the external networks.
• Set a customer advisory panel to provide suggestions,
• use secondary data sources from the government,
• purchase information from outside suppliers,
• customer feedback form.

Analyzing Macroenvironment

1. Need and trends: Everchanging need and demands of customer
2. Major Forces: Uncontrollable changes in Global Economy

Demographic Environment

1. Worldwide population boom
2. Population Age Mix
3. Ethinic and Other markets
4. Educational Groups
5. Household patterns
6. Geographic Population Shifts

Others

1. Changing economic environment: emerging economies
2. Social Cultural Environment
3. Politico-legal environment
4. Technological environment- Disruptive Technologies
5. Natural Environment: Pollution control, strict govt and UN regulations etc