Ayes Report: Kotler-Chapter 3

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Santé & Médecine Business

GATHERING INFORMATION Marc Edsel C. Ayes Ateneo School of Medicine & Public Health May 12, 2010 Top 10 Concepts Scanning the Environment for Marketing Opportunities

Outline: Gathering information ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 1: Marketing Information Systems help in making marketing decisions ,[object Object],[object Object],[object Object]

Concept 1: Examples ,[object Object],[object Object],[object Object],[object Object]

Concept 2: Marketing Information Systems (MIS) are composed of… People Procedures Information DECISION! Equipment

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 2: Marketing Information Systems (MIS) rely on…

Concept 2: Examples ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],Concept 3: Companies must identify unmet needs and trends

Concept 3: Examples ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],Concept 4: Demographic composition counts

Concept 4: Examples ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],Concept 5: Economic forces influence marketing decisions

Concept 5: Examples ,[object Object],[object Object],[object Object],[object Object]

Concept 6: Socio-cultural beliefs define tastes and preferences SELF OTHER ORGS SOCIETY NATURE UNIVERSE ,[object Object],[object Object],[object Object]

Concept 6: Examples ,[object Object],[object Object],[object Object]

Concept 7: Nature is a stakeholder as well ,[object Object],[object Object],[object Object]

Concept 7: Examples ,[object Object],[object Object],[object Object]

Concept 8: Monitor trends in technology ,[object Object],[object Object],[object Object],[object Object]

Concept 8: Examples ,[object Object],[object Object],[object Object]

Concept 9: Work with laws and special-interest groups ,[object Object],[object Object],[object Object],[object Object]

Concept 9: Examples ,[object Object],[object Object],[object Object]

Concept 10: The 6 forces may interact with one another

Concept 10: Examples ,[object Object],[object Object],[object Object]

Summary & Conclusion: Gathering Information ,[object Object],[object Object],[object Object],[object Object]

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