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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 environment? What are some important macro environment developments?
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Marketing-Information System
MarketingInternal Data
Marketing Intelligence
Marketing Science
Marketing Research
Accounting Records
Sales Costs Inventories Cash flows Accounts receivable and payable
Quantitative
Survey research Telephone Mail Personal observation Experiment
Qualitative
Projective tests Focus groups
Marketing MIS
Supports managerial activities in product development, distribution, pricing decisions, and promotional effectiveness
Manufacturing DSS
Business transactions
Marketing MIS
Operational databases
Manufacturing ES
Now
Now (days) improved order payment cycle is required Customers favor firms that can promise timely delivery. Order-Pay can also be done online. This process is called as EDI-Electronic Data Interface. E.G., Cisco, Dell, Ebay
Data Mining
It is the process of analyzing data from different perspectives and summarizing it into useful information - information that can be used to increase revenue, cuts costs, or both. It allows users to analyze data from many different dimensions or angles, categorize it, and summarize the relationships identified. Technically, data mining is the process of finding correlations or patterns among dozens of fields in large relational databases.
A set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment
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Environmental Forces
Demographic Economic Socio-cultural Natural Technological Political-legal
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Literacy Of Population
Literacy of Population is mainly divided into: A) Literate B) illiterate C)Educated D)Uneducated
Household Patterns
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ECONOMIC ENVIRONMENT
Market requires purchasing power as well as people. Purchasing power depends upon current income, prices, debt, credit, saving etc. Marketers must pay careful attention to trends affecting purchasing power.
INDIAN SOFTWARE GIANTS WARY OF ECONOMIC SLOWDOWN 20 JAN 2008 (Economic times)
INCOME DISTRIBUTION
Macroeconomic indicators provides overall health of economy as well as direction of economic growth. Marketers needs to understand the distribution of income to make more meaningful conclusions.
Industrial economies
Industrializing economies
Raw-materialexporting economies
Subsistence economies
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Microsoft steps up on search R&D IN EUROPE This is because maximum usage is in European countries.
Social-Cultural Environment
Views of themselves (pleasure seeker, selfrealization, etc.) Views of others (concern about homeless, crime, victims, social surrogatestelevision, home video games, etc.) Views of organizations (company downsizing and corporate accounting scandals, etc.) Views of society (defend societypreservers; run itmakers; can get fromtakers; change it changers; looking for something deeperseekers; leave it--escapers Views of nature (natures fragility and finiteness) Views of the universe (religious, etc.)
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Natural Environment
Shortage of raw materials
Anti-pollution pressures
Governmental protections
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NATURAL ENVIRONMENT
Deterioration of natural environment is major concern. Cities like Mumbai, Bangalore etc. reached dangerous levels. Some regulation hit industries very hard--Steel industry
TECHNOLOGICAL ENVIRONMENT
Technology has released such wonders like open heart surgery It has also released hazards like hydrogen bomb, nuclear bomb etc.
Technological Environment
Pace of change
Political-Legal Environment
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Study Question 1
________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to Marketing decision makers. A. B. C. D. E. A marketing information system A marketing research system A marketing intelligence system A promotional campaign A marketing database
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Study Question 2
All of the following would be considered to be steps to improve the quality of marketing intelligence in a company EXCEPT ________. A. training and motivating the sales force to spot and report new developments B. using guerrilla tactics such as going through a competitors trash C. motivating intermediaries to pass along important information D. networking externally E. purchasing information from outside suppliers
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Study Question 3
A ________ is unpredictable, short-lived, and without social, economic, and political significance. A. B. C. D. E. fad fashion trend megatrend style
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Study Question 4
________ have been described as large social, economic, political and technological changes [that] are slow to form, and once in place, they influence us for some timebetween seven and ten years, or longer. A. B. C. D. E. Fads Fashions Trends Megatrends Styles
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Study Question 5
In which of the following economies would we expect to find the fewest opportunities for marketers? A. B. C. D. E. Industrializing economies Land-locked economies Raw-material-exporting economies Industrial economies Subsistence economies
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