资源描述：
《gathering information and scanning the environment》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、Chapter3:GatheringInformationandScanningtheEnvironmentGATHERINGINFORMATIONANDSCANNINGTHEENVIRONMENT3CHAPTERLEARNINGOBJECTIVESAfterreadingthischapter,studentsshould:qKnowwhatarethecomponentsofamodernmarketinginformationsystemqKnowwhatareusefulinternalrecordsqKnowwhatisinvolvedwithamarketingin
2、telligencesystemqKnowwhatarethekeymethodsfortrackingandidentifyingopportunitiesinthemacroenvironmentqKnowwhataresomeimportantmacroenvironmentdevelopmentsCHAPTERSUMMARYTocarryouttheiranalysis,planning,implementation,andcontrolresponsibilities,marketingmanagersneedamarketinginformationsystem(M
3、IS).TheroleoftheMISistoassessthemanager’sinformationneeds,developtheneededinformation,anddistributethatinformationinatimelymanner.AnMIShasthreecomponents:(a)aninternalrecordssystemthatincludesinformationontheorder-to-paymentcycleandsalesreportingsystems;(b)amarketingintelligencesystem,asetof
4、proceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutpertinentdevelopmentsinthemarketingenvironment;and(c)amarketingresearchsystemthatallowsforthesystemicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituation.Manyopportunitiesarefoundbyiden
5、tifyingtrends(directionsorsequencesofeventsthathavesomemomentumanddurability)andmegatrends(majorsocial,economic,political,andtechnologicalchangesthathavelong-lastinginfluence).Withintherapidlychangingglobalpicture,marketersmustmonitorsixmajorenvironmentalforces:demographic,economic,social-cu
6、ltural,natural,technological,andpolitical-legal.Inthedemographicenvironment,marketersmustbeawareofworldwidepopulationgrowth;changingmixesofage,ethniccomposition,andeducationallevels;theriseofnontraditionalfamilies;largegeographicshiftsinpopulation;andthemovetomicromarketingandawayfrommassmar
7、keting.193Chapter3:GatheringInformationandScanningtheEnvironmentIntheeconomicarena,marketersneedtofocusonincomedistributionandlevelsofsavings,debt,andcreditavailability.Inthesocial-culturalarena,marketersmustunderstandpeople’sviewsofthemselves,othe
