Marketing Management basic

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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Marketing Management basic Marketing Management Part 2: Gathering Information and Scanning the Environment & Co duc g Conducting Marketing Research e g ese c and Forecasting Demand Chapter 3 p Gathering Information and Scanning the E i S i th Environment t Content • 1. Modern Marketing Information System • 2. Internal Records and Marketing Intelligence • 3. Analyzing the Macro-environment • 4. The Demographic Environment 1. What is a Marketing I f M k ti Information System (MIS)? ti S t A marketing information system consists of people, equipment, and p ocedu es gather, sort, analyze, procedures to gat e , so t, a a y e, evaluate, and distribute needed, timely, and accurate information to d ccu e o o o marketing decision makers. 2. Internal Records and Marketing Intelligence I t lli • Order to payment Order-to-payment cycle • Sales information system • Databases, warehousing, data mining D t b h i d t i i • Marketing intelligence system Steps to Improve Marketing Intelligence p p g g • Train sales force to scan for new developments • Motivate channel members to share intelligence • Network externally • Utilize a customer advisory panel • Utilize Utili government data sources td t • Collect customer feedback online • Purchase i f h information i Sources of Competitive Information p • Independent customer goods and service p g review forums • Distributor or sales agent feedback sites • Combination sites offering customer reviews and expert opinions • Customer complaint sites • Public blogs 3. Analyzing the Macro-environment 3.1. Needs and Trends • Fads: 'unpredictable, short-lived, and without social, economic social economic, and political significance ' significance.' • Trends: A trend reveals the shape of the future and provides many opportunities. f d id ii • Megatrends: 'large social, economic, political and technological changes [that] are slow to form, and once in place, they influence us for some time between seven and ten time— years, or longer.' 10 Keys Customer Insights: Robert Shieffer 3.2. Trends Shaping the Business Landscape L d • Profound shifts in • Increase in demand for centers of economic natural resources activity • Emergence of new • Increases in public public- global industry sector activity structures • Change in consumer • Ubiquitous access to landscape information • Technological • Management shifts from connectivity art to science • Scarcity of well-trained • Increase in scrutiny of talent big business practices g p • The Power of Spirituality. In turbulent times, we look within; 78 percent seek more Spirit. Meditation and yoga soar. Divine Presence spills into business. “Spiritual” CEOs as well as senior executives from Redken and Hewlett-Packard (HP) transform their ll i i f R dk dH l P k d f h i companies. • The Dawn of Conscious Capitalism. Top companies and leading CEOs are re- inventing free enterprise to honor stakeholders and shareholders. Will it make the world a better place? Yes. Will it earn more money? That’s the surprising part: Study after study shows the corporate good guys rack up great profits. • Leading from the Middle. The charismatic, overpaid CEO is fading fast. Experts now say “ordinary” managers, like HP’s Barbara Waugh, forge lasting change. How do they y y g , g , g g g y do it? Values, influence, moral authority. • Spirituality in Business is springing up all over. Half speak of faith at work. Eileen Fisher, Medtronic win “Spirit at Work” awards. Ford, Intel and other firms sponsor employee based employee-based religious networks. Each month San Francisco s Chamber of networks Francisco’s Commerce sponsors a “spiritual” brown bag lunch. • The Values-Driven Consumer. Conscious Consumers, who’ve fled the mass market, are a multi-billion-dollar “niche.” Whether buying hybrid cars, green building supplies or organic food they vote with their values. So, brands that embody positive values will food, values So attract them. • The Wave of Conscious Solutions. Coming to a firm ...