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Marketing Management
Part : 02 ï
Capturing
Marketing
Insights
Marketing
Management 2
Marketing Information System (MIS)
V Marketing Information System (MIS) consists of people,
equipment and procedures to gather, sort, analyze, evaluate
and distribute needed, timely and accurate information to
marketing decision makers.
V A Marketing Information System (MIS) is developed from
a. Internal Company Records
b. Marketing Intelligence
c. Marketing Research (will be discussed in the next chapter)
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Management 3
Marketing Information System (MIS)
a. Internal Company Records
] Internal Company Records include
i. The Order-to-Payment Cycle
ii. Sales Information Systems : Marketing managers need
timely and accurate reports on current sales. Wal-Mart, for
example knows the sales of each product by store and total
each evening.
iii. Databases : Today, companies organize their information in
databases-Customer Databases, Product Databases,
Salesperson Databases-and them combine data from the
different databases.
Datawarehousing : Collecting, Organizing and Storing of
current data in a companyƞs contact centre)
Datamining : The extracting of useful information from the
mass of data)
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Management 4
Marketing Information System (MIS)
b. The Marketing Intelligence System
V A Marketing Intelligence System is a set of procedures and
sources managers use to obtain everyday information about
developments in the marketing environment.
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Management 5
Marketing Environment
V Marketing Environment is made-up of ƠMicro Environmentơ
and ƠMacro Environmentơ.
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Management 6
Analyzing the Macro-environment
] We can draw distinctions among Fads, Trends and Mega-
Trends.
i. Fad : Unpredictable, short-lived and without social, economic
and political significance.
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Management 7
Major Macro-Environments
Demographic
Technological Natural
M
M
Social-Cultural Political
Economic
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Management 8
Major Macro-Environments
1. Demographic Environment
2. Natural (Physical) Environment
3. Political-Legal Environment
4. Economic Environment
5. Social-Cultural Environment
6. Technological Environment
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Management 9
Major Macro-Environments
1) The Demographic Environment
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Management 11
The Demographic Environment
2) Natural Environment
] The deterioration of natural environment is a major global
concern.
] Marketers need to be aware of the threats and opportunities
associated with four trends in the natural/physical
environment.
Shortage of Raw Materials (Infinite Resources : such as air
and water are becoming a problem, Finite Renewable
Resources : such as forests and food must be used wisely,
Finite Non-renewable Resources : oil, coal, zinc etc. will pose
a serious problem as the point of depletion approaches).
Increased Energy Costs
Anti-Pollution Pressures
Changing Role of Governments : Governments vary in their
concern and efforts to promote a clean environment.
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Management 12
The Demographic Environment
2) Natural Environment
M
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Management 13
Major Macro-Environments
2) Natural Environment
] M
: Marketing activities beneficial to the
physical/natural environment.
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Management 14
Major Macro-Environments
PEST Factors
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Management 15
Major Macro-Environments
3) Political-Legal Environment
V Marketing decisions are strongly affected by developments in
the political and legal environment. This environment is
composed of the followings.
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Management 17
Major Macro-Environments
4) Economic Environment
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Management 18
Major Macro-Environments
4) Economic Environment
V
(Four types of Industrial Structures
: Subsistence, Raw Material Exporting, Industrializing and
Industrial Economies) (Marketers often distinguish
countries with five different income-distribution patterns :
1) Very low incomes 2) Mostly Low Incomes 3) Very Low,
Very High Incomes 4) Low, Medium, High Incomes 5)
Mostly Medium Incomes)
V
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Management 19
Major Macro-Environments
4) Economic Environment
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Management 20
Major Macro-Environments
4) Economic Environment
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Management 24
Activity
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Management 25