【正文】 of the plan will you need secondary data? Primary data? Why do you need information for each section? the rise of nontraditional families。Chapter 3: Gathering Information and Scanning the EnvironmentGATHERING INFORMATION AND SCANNING THE ENVIRONMENT3 C H A P T E R LEARNING OBJECTIVESAfter reading this chapter, students should:q Know what are the ponents of a modern marketing information systemq Know what are useful internal records q Know what is involved with a marketing intelligence systemq Know what are the key methods for tracking and identifying opportunities in the macroenvironmentq 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 ponents: (a) an internal records system that includes information on the ordertopayment cycle and sales reporting systems。 changing mixes of age, ethnic position, and educational levels。D budgets, and the increased governmental regulation brought about by technological change. In the politicallegal environment, marketers must work within the many laws regulating business practices and with various specialinterest groups. OPENING THOUGHT Students new to the discipline of marketing will probably be surprised at the level of marketing information, intelligence, and arenas that marketing managers must operate within. The instructor is encouraged to stress that the marketing of products/services and the processes of making marketing decisions do not operate without careful consideration to the environments identified in this chapter. Today, marketers must be cognizant of “how” their product or service is perceived as much as “how” it functions. In many cases, the chief marketing executive of the firm can sometimes see himself/herself as a player in the game of chess. Each move must be carefully chosen for subsequent moves by petition and public scrutiny for acceptance or rejection. Products marketed must meet both the consumers’ needs as well as the publics’ acceptances of the product. The instructor’s challenge for this chapter is to municate to the students the plexity of and sometimes the conflicting forces impacting marketing managers in the 21st century. TEACHING STRATEGY AND CLASS ORGANIZATIONPROJECTS1. Semesterlong marketing plan: Competitive information and environmental scanning project(s) pleted and presented for instructor’s review 2. Commission a marketing research study on topic(s) of interest to the students at your institution. During the course of the semester (15–16 week), have the students develop the questionnaire, collection method, conduct the survey, and tabulate the results. The students can be divided into groups for this project. Suggested topics can include the school or university students’ opinions of campus issues such as the athletic program, sale of alcohol, use of and availability of technology, or students’ perceptions of their current education experiences. 3. Sonic PDA Marketing Plan Marketing information systems, marketing intelligence systems, and marketing research systems are used to gather and analyze data for various parts of the marketing plan. These systems help marketers examine changes and trends in markets, petition, customer needs, product usage, and distribution channels. Some changes and trends may turn up evidence of opportunities or threats.Sonic has developed information about the petition and petitive situation, but Jane Melody believes more information is needed in preparation for launching the first PDA. Based on the marketing plan contents discussed in Chapter 2, how can you use MIS and marketing research to support the marketing planning for the new PDA. What technological, demographic, and/or economic changes can potentially affect PDA development, buyer acceptance of PDAs, and development of substitute or enhanced products?Enter your answers about Sonic’s use of marketing research in a written marketing plan or in the Marketing Research, Market Analysis, Market Trends, and Macroenvironment sections of Marketing Plan Pro.ASSIGNMENTSSmall Group Assignments1. Obesity has been officially called an epidemic as cited in the opening vignette of the chapter. In small groups, have the students collect, from the university or college administrators, information about the students eating habits (on campus students would be one group。 as a result represent a growing market for age defeating products. This is true with other age groups, as the advances in medicine, technology, and ine have redefined what the “age” number really means to people. In marketing today, the marketing of a product or service can be designed to fit differing age groups by its positioning and advertising. Key examples include cruise line advertising and marketing to “active adults” enpassing a wide range of activities and locations previously thought of for the “youth” market. Conversely, with the delay in child bearing and child rearing by some generations, activities that were once thought of as for middle age or empty nesters can be remarketed to appeal to these groups as well. Some generations have decided to explore the world before settling down with children and a mortgage. All of these changes open up vast amounts of marketing opportunities to enterprising firms and individuals. Marketing to one’s perception of “age” rather than to the physical definition of age is an exciting new arena for marketers. Con: Age and cohorts are more important than age differences. People still pass through life as part of a “group” and experience the newness of life through cohort experiences