文档介绍：Chapter 5 The changing marketing environment and information management
The changing marketing environment and information management
Chapter 5
Chapter questions
What are the key methods for tracking and identifying opportunities in the environment?
What are ponents of a modern marketing information system?
What are useful internal records?
What is involved in a marketing intelligence system?
Chapter questions (continued)
What are the key methods for tracking and identifying opportunities in the environment?
What is database management?
adidas measures its
environmental impact
adidas has created a unified approach to measuring its environmental impact
Source: Courtesy of adidas
pany environment
Increasing petition
Faster flows of information munication
Increasing plexity
Rapidly changing customer needs and wants
Analysing the macroenvironment
A fad is unpredictable, short-lived and without social and, economic and political significance.
A trend is a direction or sequence of events that has some momentum and durability.
Megatrends are large social, economic, political and technological changes that are slow to form, and once in place, they influence us for some time.
Forces in pany environment
Deterministic forces
Moderating forces
Asymmetric forces
Indeterministic forces
The socio-cultural and
demographic environment
Worldwide population g