Developing and implementing marketing plans requires a number of decisions. By having the right marketing information system in place, marketers will be able to draw a verifiable decision based on their database.

1. TOP 10 Learning Questions for Chapter 3: Gathering Information and Scanning the Environment Andrei John Cantilleps September 23, 2010

2. 1. A _______ is a direction or sequence of events that has some momentum and durability; are more predictable and durable than fads. Pattern Trend Forecast Market flow 2

3. Analyzing the Macroenvironment Successful companies recognize and respond profitably to unmet needs and trends Enterprising individuals and companies manage to create new solutions to unmet needs. 3

4. A trend reveals the shape of the future and provides many opportunities; sequence of events that has some momentum and durability. Successful companies recognize and respond profitably to unmet needs and trends Enterprising individuals and companies manage to create new solutions to unmet needs. 4

5. 1. A _______ is a direction or sequence of events that has some momentum and durability; are more predictable and durable than fads. Pattern Trend Forecast Market flow 5

6. 2. A marketing information system consists of ______, __________, and ___________ to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. managers, networks, process people, equipment, procedures procedures, process, people managers, equipment, procedures 6

7. Components of a Modern Marketing Information System Every manager in an organization needs to observe the outside environment; with the discipline methods for collecting information. The company’s marketing information system should be a cross between what managers think they need, what they really need and

8. 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. Companies with superior information enjoy a competitive advantage. They can choose their markets better, develop better offerings and Execute better marketing plan.

9. 2. A marketing information system consists of ______, __________, and ___________ to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. managers, networks, process people, equipment, procedures procedures, process, people managers, equipment, procedures 9

10. 3. Within the rapidly changing global picture, the firm must monitor six major forces: except for: demographic forces religious forces political – legal forces economic forces 10

11. Environmental Forces

12. These forces represents “uncontrollable”, which the company must monitor and to which it must respond

13. 3. Within the rapidly changing global picture, the firm must monitor six major forces: except for: demographic forces religious forces political – legal forces economic forces 13

14. 4. Six environmental major forces a company must monitor are: demographic, religious, socio-cultural, natural, technological, and political-legal demographic, economic, socio-cultural, natural, technological, and political-legal demographic, socio-cultural, religious, natural, technological, and political-legal demographic, economic, socio-cultural, technological, religious, and political-legal 14

15. Environmental Forces

16. These forces represents “uncontrollable”, which the company must monitor and to which it must respond

17. 4. Six environmental major forces a company must monitor are: demographic, religious, socio-cultural, natural, technological, and political-legal demographic, economic, socio-cultural, natural, technological, and political-legal demographic, socio-cultural, religious, natural, technological, and political-legal demographic, economic, socio-cultural, technological, religious, and political-legal 17

18. 5. Which of the following is true? A marketing information system relies on internal company policy. A marketing information system relies on internal company records. A marketing information system relies on internal marketing policy A marketing information system relies on internal marketing records. 18

19. Components of a Modern Marketing Information System Every manager in an organization needs to observe the outside environment; with the discipline methods for collecting information. The company’s marketing information system should be a cross between what managers think they need, what they really need and

20. Internal Records and Marketing Intelligence Marketing managers rely on their internal reports of orders, sales, prices, costs, inventory levels, receivables, payables and so on. By analyzing this information, they can spot important opportunities and problems.

21. 5. Which of the following is true? A marketing information system relies on internal company policy. A marketing information system relies on internal company records. A marketing information system relies on internal marketing policy A marketing information system relies on internal marketing records. 21

22. 6. Internal Records and Marketing Intelligence rely on the following except: Order to payment cycle Sales Information System Internal marketing policy Marketing Intelligence System 22

23. Internal Records and Marketing Intelligence Order–to–Payment Cycle Sales Information System Database, Warehousing, Data Mining Marketing Intelligence System

26. Companies warehouse these data and make them easily accessible to decision makers.

27. they hire analysts to “mine” the data and garner fresh insights from the useful information.Database, Warehousing, Data Mining

30. marketing intelligence supplies happening dataMarketing Intelligence System

31. 6. Internal Records and Marketing Intelligence rely on the following except: Order to payment cycle Sales Information System Internal marketing policy Marketing Intelligence System 28

32. 7. The heart of the internal records system is the ___________________: Databases, Warehousing, Data Mining Sales Information System Order to payment cycle Marketing Intelligence System 29

33. Internal Records and Marketing Intelligence Order–to–Payment Cycle Sales Information System Database, Warehousing, Data Mining Marketing Intelligence System

36. 8. One of the most dramatic forces shaping people lives is _______: Political Environment Economic Environment Technological Environment Social-Cultural Environment 33

37. Internal Records and Marketing Intelligence Demographic Political-legal Economic Technological Natural Demographic

39. The number of major new technologies we discovered affects the economy’s growth rate.Technological

40. 8. One of the most dramatic forces shaping people lives is _______: Political Environment Economic Environment Technological Environment Social-Cultural Environment 36

41. 9. The following are steps to improve Marketing Intelligence, which one is false? Train sales force to scan for new developments Motivate channel members to share intelligence develop support group for new marketing trends. Network externally 37

42. 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 resources Purchase Information Collect customer feedback online

44. Marketing managers collect marketing intelligence by reading books, newspapers, and trade publications;

45. 9. The following are steps to improve Marketing Intelligence, which one is false? Train sales force to scan for new developments Motivate channel members to share intelligence develop support group for new marketing trends. Network externally 40

46. 10. Which of the following is true about worldwide population growth? Explosive population growth has minor implications for business. Population growth hasn’t been a source of major concern. Population growth is highest in countries and communities that can least afford it. A growing population means growing market. 41

48. Household patterns

49. Geographical shiftsPopulation growth Population age mix Ethnic markets

51. Population growth is highest in countries and communities that can least afford it.Population growth

52. 10. Which of the following is true about worldwide population growth? Explosive population growth has minor implications for business. Population growth hasn’t been a source of major concern. Population growth is highest in countries and communities that can least afford it. A growing population means growing market. 44

53. TOP 10 Learning Questions for Chapter 3: Gathering Information and Scanning the Environment Andrei John Cantilleps September 23, 2010