This document outlines 6 key concepts for gathering information and scanning the environment as applied to the IT operations industry: 1) Understanding modern marketing information systems, 2) Improving marketing intelligence, 3) Studying population and demographics, 4) Reviewing social-cultural environments, 5) Considering natural environmental effects, and 6) Keeping up with technological changes. Examples are provided for how each concept can be applied to IT operations through activities like training personnel, gathering customer feedback, adapting to demographic shifts, aligning with corporate views, reducing environmental impact, and innovating technologies.

1. 6 Gathering and Scanning Concepts
as applied in the IT Operations
Industry
Jaime Angelo F. Mendejar
ATENEO GRADUATE SCHOOL OF BUSINESS
May 9, 2013

2. Gathering Information and Scanning the
Environment
1. Understands components of a modern
marketing information system
2. Seeks to improve marketing intelligence
3. Studies population and demographics
4. Reviews the social-cultural environment
5. Considers effects of natural environment
6. Keeps up with the technological environment
Outline
Master 6 Key Concepts

3. consists of people equipment
Procedures to gather, sort, analyze, evaluate
distribute needed, timely,
and accurate information
to marketing decision makers
Concept 1
What is a Marketing Information System?

4. consists of people equipment
Procedures to gather, sort, analyze, evaluate
distribute needed, timely,
and accurate information
to marketing decision makers
Example of Concept 1
Use a modern marketing information
system

5. 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
Concept 2
Steps to improve marketing intelligence

6. consists of people equipment
Procedures to gather, sort, analyze, evaluate
distribute needed, timely,
and accurate information
to marketing decision makers
Example of Concept 2
Aligns the steps involving stakeholders
and engaging individuals to contribute
Steps How IT Operations uses it
Train sales force to scan for new developments Equip the technical personnel to be able to adapt to
recent trends and technology in their particular field
Motivate channel members to share intelligence Document known issues or routine requests enriching the
team and company knowledge base
Network externally Reach out to teams to inspire collaboration and exchange
of ideas
Utilize a customer advisory panel Engage in customer calls with stakeholders to determine
their wants and needs
Utilize government data resources Utilize if applicable
Purchase information If a new technology is present that can make work more
efficient, purchase and deploy
Collect customer feedback online Always seek to hear ways to improve service and better
understand the users

7. Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
Geographical shifts
Concept 3
List and evaluate population and demographics

8. Take advantage of population growth
and diversity
Advent of technology touches old and young audiences
IT stretches across the globe and breaks physical barriers of
georgraphy
Example of Concept 3

9. Views of themselves
Views of organizations Views of others
Views of society Views of nature
Views of the universe
Concept 4
Study the different views of social-cultural
environment

10. How IT is seen see and how you see IT
Multinational company Provider of leading
technology to enable people to
connect
Creates a channel where the universe unite
Provides ease of access for individuals
Example of Concept 4

11. Shortage of
raw materials
Increased Anti-pollution
energy costs pressures
Concept 5
Analyzes the effects of the surroundings or
natural environment
Governmental
protections

12. Adjust and understand the need of the customer
without sacrificing quality and the environment
Cost efficient materials
Environment friendly
Saves energy
Example of Concept 5

13. Pace of change
Opportunities Varying R&D
for innovation budgets
Increased regulation
of change
Concept 6
Ensure that you are up to speed with latest
technology and trends

14. Innovate, research and develop
Lightweight materials
High speed processors
Minimalist design
All in one device
Example of Concept 6

15. Gathering Information and Scanning the
Environment
1. Understands components of a modern
marketing information system
2. Seeks to improve marketing intelligence
3. Studies population and demographics
4. Reviews the social-cultural environment
5. Considers effects of natural environment
6. Keeps up with the technological environment
Summary:
Master 6 Key Concepts

16. 6 Gathering and Scanning Concepts
as applied in the Ateneo MBA
Jaime Angelo F. Mendejar
ATENEO GRADUATE SCHOOL OF BUSINESS
May 9, 2013