MarketingDemographic Technological

& Economic & Natural

System Environment Intermediaries Environment

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Suppliers

Publics
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Political Competitors Social
& Legal & Cultural
Environment Environment
 … consists of people, equipment, and proced
ures to gather, sort, analyze, evaluate, and d
istribute needed, timely, and accurate inform
ation to marketing decision makers
 From local to national
to global business

From price
to non-price
competition
From buyer needs
to buyer wants
 Target Markets, Marketing Channels,
Marketing Information System

Marketing Environment
Marketing Managers

Macroenvironment Forces
Implementation, Control

Assessing Developing Information

Competitors, Publics,
Analysis, Planning,

Information Internal Marketing

Internal Marketing
Needs

Suppliers,
Records
Records Intelligence
Intelligence

Distributing Decision
Decision Marketing
Marketing
Information Support
Support Research
Research

Marketing Decisions and Communications

 Customer contact and promotion
information
 Market research information
 Product planning, evaluation,
development information
 Pricing information
 Budgetary control information
 Recognizing need for a product
 Acquisition of information regarding
availability
 Developing specification of the product
 Purchasing the product
 Post purchase review
 Reportson orders, sales, prices, costs,
inventory levels, receivables, payables,
and so on
 Order-to-payment cycle
 Salesanalysis
 Databases, data warehouses,
and data mining
A set of procedures and sources used by
managers to obtain everyday information abo
ut developments in the marketing environme
nt
 Sales force as “eyes and ears”
 Distributors, retailers, intermediaries
 Competitors’ products and activities
 News, publications, Internet
etc.
 The systematic design, collection, analysis,
and reporting of data and findings relevant t
o a specific marketing situation facing the co
mpany
 Identifyingmarketing opportunities
 Evaluating of customer satisfaction, customer
attitudes and perception, purchase intention, ...
 Market test for new products
etc.
 Service research firms
 Consumer and trade information
(selling/subscription)
 Custom marketing research firms
 Specificresearch projects
(whole process)
 Sales Information Systems
 Market Research and intelligence
information systems
 Promotion and advertising information
systems
 New Product development information
systems
 Sales forecasting information systems
 Product Planning information systems
 Product pricing information systems
 Expenditures control information
systems
 Identify and evaluate potentially profitable
sales opportunities
 React rapidly to changes in market
conditions
 Establish profit maximizing product prices
 Control marketing costs
 Deploy sales personnel most effectively
 Assist in allocating expenditures for
advertising and other forms of promotion
 Sales invoices and other transaction
information
 Salesperson’s customer call reports
 Salesperson’s debriefing by marketing
managers
 Sales history files
 Customer account files
 The cost accounting systems
 The profit planning systems
 Market research and intelligence gathering
activities
 Sales forecasts
 Product schedules
 Inventory status reports
A narrow concept of marketing research
 Uneven caliber of marketing researchers
 Poor framing of the problem
 Late and occasionally erroneous findings by
marketing research
 Personality and presentational differences