kotler03_im_Marketing management笔记.doc

LEARNING OBJECTIVES After reading this chapter, students should: Know what are the components of a modern marketing information system Know what are useful internal records Know what is involved with a marketing intelligence system Know what are the key methods for tracking and identifying opportunities in the macroenvironment Know what are some important macroenvironment developments CHAPTER SUMMARY To carry out their analysis, planning, implementation, and control responsibilities, marketing managers need a marketing information system (MIS). The role of the MIS is to assess the manager’s information needs, develop the needed information, and distribute that information in a timely manner. An MIS has three components: (a) an internal records system that includes information on the order-to-payment cycle and sales reporting systems; (b) a marketing intelligence system, a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the marketing environment; and (c) a marketing research system that allows for the systemic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation. Many opportunities are found by identifying trends (directions or sequences of events that have some momentum and durability) and megatrends (major social, economic, political, and technological changes that have long-lasting influence). Within the rapidly changing global picture, marketers must monitor six major environmental forces: demographic, economic, social-cultural, natural, technological, and political-legal. In the demographic environment, marketers must be aware of worldwide population growth; changing mixes of age, ethnic composition, and educational levels; the rise of nontraditional families; large geographic shifts in population; and the move to micromarketing and away from mass marketing. In the economic arena, marketers need to focus on income distrib