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Collecting Information For Marketing Decision Making
SSS MMDP BATCH 5
Sonny AgdeppaFebruary 7,2014
Where to collect information?
Where to collect information?
Where to collect information?
1. Management Information System (MIS)
Where to collect information?
1. Management Information System (MIS)
2. Trends and Megatrends
Where to collect information?
1. Management Information System (MIS)
2. Trends and Megatrends
3. Major Environmental Forces
Where to collect information?
MISComponents -
Internal Records System(company records)
Marketing Intelligence System(outside the company)
Marketing Research System(analysis)
Trends and Megatrends
•More valuable•More predictable
•Unpredictable•Short-lived
Fad Trendvs.
Trends and Megatrends
Megatrends
Large Change in•Social•Economic•Political•Technological
Influence is 7-10 years, or more
Monitoring 6 Environmental Forces
Technological
Monitoring 6 Environmental Forces
Technological
Demographics
Technological
Demographics
Political-Legal
Monitoring 6 Environmental Forces
Technological
Demographics
Political-Legal
Economic
Monitoring 6 Environmental Forces
Technological
Demographics
Political-Legal
Economic
Socio-cultural
Monitoring 6 Environmental Forces
Technological
Demographics
Political-Legal
Economic
Socio-cultural
Natural
Monitoring 6 Environmental Forces
MIS
Information for Market Decision Making
Trends and Megatrends
Environmental Factors