Information system

CHAPTER 3 :

Gathering Information and

Scannning the Environment

Components of a Modern 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.

- It is developed from internal company record, marketing intelligence activities and marketing research.

Internal Records and Marketing

Intelligence

Marketing managers rely on internal reports on orders, sales, prices, costs, inventory levels, receivables, payables, etc.

The Order-to-Payment Cycle• This is the heart intern records system. Sales representatives, dealers, and customers send orders to firms.

• The sales department prepares invoices and transmits copies to various departments.

• Out-of-the-stock items are back ordered.

• Shipped items are accompanied by shipping ad billing documents that are

rent to various departments.

Sales Information System

-marketing managers need timely and accurate reports on current sales.

Marketing Intelligence System

- is a set of procedures and sources managers use to obtain everyday information about developments in marketing environment.

Several Steps to improve quality of its marketing intelligence

• A company can train and motivate sales force to spot ad report new developments.

• A company can motivate distributors, retailers and other intermediaries to pass along important intelligence.

• A company can network externally.• A company can set up a customer advisory panel.• A company can take advantage of government data

sources.• A company can purchase information from outside

suppliers.• A company can use online customer feedback system to

competitive intelligence.

Population Age Mix

• Preschool• School Age Children• Teens• Young adults age 25 to 40• Middle-aged adults age 40 to 65• Older Adults age 65 and up

Six Age Groups:

Generation XGeneration Y

5 Types of Educational Groups

• illiterate• high school dropouts• high school diplomas• college degrees• professional degrees

Household Patterns

• Traditional (wife, husband, children & relatives)

• Nontraditional (single lived-ones, adult-live together, both sexes, single parent families, childless married couples)

• Married couple

• Gays

Geographical Shifts in Population

• immigrant populations (new population)

• location makes different in goods and service preferences (climate – clothes & equipments)

• electronics (computer & cell phones)

• marketers look at where customers are gathering.

Other Major Macro environments

• Economic environments• Social-cultural environments• Natural environments• Technological environments• Political-Legal environments

• Markets require purchasing power. (trends)

• In an economy depends on current income, prices, savings, debt and credit availability.

• Income Distribution

Economic Environment

Income Distribution

4 types of Industrial structures• subsistence economies (few opportunities)

• raw-material-exporting economies (good markets for equipment, tools, & supplies)

• industrializing economies (demand new types of goods)

• industrial economies (rich market of goods)