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Phát triển thị trường - chiến lược và kế hoạch - thu thập thông tin và quét môi trường

Các thành phần của một hiện đại là gì tiếp thị hệ thống thông tin? • hồ sơ hữu ích nội bộ là gì? • Thế nào là tham gia vào một trí thông minh tiếp thị hệ thống? • các phương pháp quan trọng là gì để theo dõi và xác định cơ hội trong các vĩ mô môi trường? • một số vĩ mô quan trọng môi trường là gì phát triển? | Gathering Information and Scanning the Environment Marketing Management, 13th ed 3 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? What is a Marketing Information System (MIS)? 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. Table 3.1 Information Needs Probes 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? Internal Records and Marketing Intelligence Order-to-payment cycle Sales information system Databases, warehousing, data mining Marketing intelligence system Steps to Improve Marketing Intelligence Train sales force to scan for new developments Motivate channel members to share intelligence Network externally Utilize a customer advisory panel Utilize government data sources Collect customer feedback online Purchase information Table 3.2 Secondary Commercial Data Sources Nielsen MRCA Information Resources SAMI/Burke Simmons Arbitron By clicking on the video icon, you can launch a short video clip about Burke’s research process. Sources of Competitive Information Independent customer goods and service review forums Distributor or sales agent feedback sites Combination sites offering customer reviews and expert opinions Customer complaint sites Public blogs Needs and Trends Fads Trends Megatrends Trends Shaping the Business Landscape Profound shifts in centers of economic activity Increases in public-sector activity Change in consumer landscape Technological connectivity Scarcity of well-trained talent 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 Environmental Forces Demographic Economic Socio-cultural Natural Technological Political-legal Population and Demographics Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts Economic Environment Income Distribution Savings, Debt, and Credit Social-Cultural Environment Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe Table 3.3 Most Popular American Leisure Activities Reading TV Watching Spending time with family Going to movies Fishing Computer activities Gardening Renting movies Walking Exercise Listening to music Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections Keys to Avoiding Green Marketing Myopia Consumer Value Positioning Calibration of Consumer Knowledge Credibility of Product Claims Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change