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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.
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TOP 10 Learning Questions for
Chapter 3: Gathering Information
and Scanning the Environment
Andrei John CantillepsSeptember 23, 2010
1. A _______ is a direction or sequence of events that has some momentum and durability; are more predictable and durable than fads.
A. PatternB. TrendC. ForecastD. Market flow
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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.
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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.
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1. A _______ is a direction or sequence of events that has some momentum and durability; are more predictable and durable than fads.
A. PatternB. TrendC. ForecastD. Market flow
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2. A marketing information system consists of ______, __________, and ___________ to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
A. managers, networks, process B. people, equipment, procedures C. procedures, process, people D. managers, equipment, procedures
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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
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.
2. A marketing information system consists of ______, __________, and ___________ to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
A. managers, networks, process B. people, equipment, procedures C. procedures, process, people D. managers, equipment, procedures
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3. Within the rapidly changing global picture, the firm must monitor six major forces: except for:
A. demographic forcesB. religious forces C. political – legal forces D. economic forces
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Environmental Forces
Demographic
Economic
Socio Cultural
Natural
Technological
Political-Legal
These forces represents “uncontrollable”, which the company must monitor and to which it must respond
Demographic
Economic
Socio Cultural
Natural
Technological
Political-Legal
3. Within the rapidly changing global picture, the firm must monitor six major forces: except for:
A. demographic forcesB. religious forces C. political – legal forces D. economic forces
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4. Six environmental major forces a company must monitor are:
A. demographic, religious, socio-cultural, natural, technological, and political-legal
B. demographic, economic, socio-cultural, natural, technological, and political-legal
C. demographic, socio-cultural, religious, natural, technological, and political-legal
D. demographic, economic, socio-cultural, technological, religious, and political-legal
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Environmental Forces
Demographic
Economic
Socio Cultural
Natural
Technological
Political-Legal
These forces represents “uncontrollable”, which the company must monitor and to which it must respond
Demographic
Economic
Socio Cultural
Natural
Technological
Political-Legal
4. Six environmental major forces a company must monitor are:
A. demographic, religious, socio-cultural, natural, technological, and political-legal
B. demographic, economic, socio-cultural, natural, technological, and political-legal
C. demographic, socio-cultural, religious, natural, technological, and political-legal
D. demographic, economic, socio-cultural, technological, religious, and political-legal
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5. Which of the following is true?
A. A marketing information system relies on internal company policy.
B. A marketing information system relies on internal company records.
C. A marketing information system relies on internal marketing policy
D. A marketing information system relies on internal marketing records.
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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
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.
5. Which of the following is true?
A. A marketing information system relies on internal company policy.
B. A marketing information system relies on internal company records.
C. A marketing information system relies on internal marketing policy
D. A marketing information system relies on internal marketing records.
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6. Internal Records and Marketing Intelligence rely on the following except:
A. Order to payment cycle B. Sales Information System C. Internal marketing policy D. Marketing Intelligence System
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Internal Records and Marketing Intelligence
Order–to–Payment
Cycle
Database,Warehousing,Data Mining
SalesInformation
System
MarketingIntelligence
System
Internal Records and Marketing Intelligence
• The heart of the internal records system is the order-to-payment cycle.• An increasing number
of companies are using the internet and extranets to improve the speed, accuracy and efficiency of the order-to-payment cycle
Order–to–Payment
Cycle
Internal Records and Marketing Intelligence
Database,Warehousing,Data Mining
• Companies warehouse these data and make them easily accessible to decision makers.• they hire analysts to
“mine” the data and garner fresh insights from the useful information.
• Today companies organize their information into database and then combine data from the different database.
Internal Records and Marketing Intelligence
SalesInformation
System
• Technological gadgets are revolutionizing sales information systems allowing representatives to have up-to-the-second information.• Companies must
carefully interpret the sales data so as not to draw the wrong conclusions.
Internal Records and Marketing Intelligence
MarketingIntelligence
System
• It is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.• marketing
intelligence supplies happening data
6. Internal Records and Marketing Intelligence rely on the following except:
A. Order to payment cycle B. Sales Information System C. Internal marketing policy D. Marketing Intelligence System
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7. The heart of the internal records system is the ___________________:
A. Databases, Warehousing, Data MiningB. Sales Information SystemC. Order to payment cycle D. Marketing Intelligence System
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Internal Records and Marketing Intelligence
Order–to–Payment
Cycle
Database,Warehousing,Data Mining
SalesInformation
System
MarketingIntelligence
System
Internal Records and Marketing Intelligence
• The heart of the internal records system is the order-to-payment cycle.• An increasing number
of companies are using the internet and extranets to improve the speed, accuracy and efficiency of the order-to-payment cycle
Order–to–Payment
Cycle
7. The heart of the internal records system is the ___________________:
A. Databases, Warehousing, Data MiningB. Sales Information SystemC. Order to payment cycle D. Marketing Intelligence System
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8. One of the most dramatic forces shaping people lives is _______:
A. Political Environment B. Economic Environment C. Technological Environment D. Social-Cultural Environment
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Internal Records and Marketing Intelligence
Demographic
Economic
Natural
Political-legal
Technological
Demographic
Internal Records and Marketing Intelligence
Technological
• Through the years, technology has released such wonders as penicillin, open-heart surgery, and birth control pill.
• The number of major new technologies we discovered affects the economy’s growth rate.
8. One of the most dramatic forces shaping people lives is _______:
A. Political Environment B. Economic Environment C. Technological Environment D. Social-Cultural Environment
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9. The following are steps to improve Marketing Intelligence, which one is false?
A. Train sales force to scan for new developments
B. Motivate channel members to share intelligence
C. develop support group for new marketing trends.
D. Network externally
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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
Steps to improve Marketing Intelligence
• A Marketing intelligence system is a set of procedures and sources
managers use to obtain everyday information about developments in
the marketing environment.• Marketing managers collect
marketing intelligence by reading books, newspapers, and
trade publications;
9. The following are steps to improve Marketing Intelligence, which one is false?
A. Train sales force to scan for new developments
B. Motivate channel members to share intelligence
C. develop support group for new marketing trends.
D. Network externally
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10. Which of the following is true about worldwide population growth?
A. Explosive population growth has minor implications for business.
B. Population growth hasn’t been a source of major concern.
C. Population growth is highest in countries and communities that can least afford it.
D. A growing population means growing market.
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Population and DemographicsMarketers pay attention to these interactions because it lead to new opportunities and threats
Population growth Population age
mix Ethnic markets
Educational groups
Household patterns
Geographical shifts
Population and DemographicsMarketers pay attention to these interactions because it lead to new opportunities and threats
Population growth The population explosion has been a source of major concern.
Population growth is highest in countries and communities that can least afford it.
10. Which of the following is true about worldwide population growth?
A. Explosive population growth has minor implications for business.
B. Population growth hasn’t been a source of major concern.
C. Population growth is highest in countries and communities that can least afford it.
D. A growing population means growing market.
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TOP 10 Learning Questions for
Chapter 3: Gathering Information
and Scanning the Environment
Andrei John CantillepsSeptember 23, 2010
