Marketing information is a critical element in effective marketing as a result of the trend toward global marketing, the transition from buyer needs to buyer wants, and the transition from price to non-price competition.
All firms operate some form of marketing information system that may consist of four subsystems:
- an internal records system,
- a marketing intelligence system,
- marketing research,
- and a Marketing Decision Support System (MDSS marketing system).
Change in the macroenvironment is the primary basis for market opportunity. Organizations/firms must start the search for opportunities and possible threats with their macroenvironment. The macroenvironment consists of all the actors and forces that affect the organization's operations and performance. They need to understand the trends and megatrends characterizing the current macroenvironment. This is critical to identify and respond to unmet needs and trends in the marketplace.
The macroenvironment consists of six major forces:
- demographic,
- economic,
- natural,
- technological,
- political/legal,
- and social/cultural.
