Gathering information and scanning the environment is vital in making efficient marketing decisions. Technology has enable masses of information to be available to decision makers, globally, by a single click. To carry out an effectual analysis, marketing managers need a marketing information system (MIS). This system includes planning, implementation, and control responsibilities. According to the text, the role of the MIS is to assess the managers' information needs, develop the needed information, and distribute that information in a timely manner.
Marketers find many opportunities by identifying trends (directions or sequences of events that have some momentum and durability) and megatrends (major social, economic, political, and technological changes that have long-lasting influence). It's amazing how so many people rely on "over night" mailings and deliveries and will spend the extra money in the blink of an eye. Can you imagine how the fact that overnight shipping has changed the entire mind set of organizations?
Can you give an organizational example where management is literally wasting resources. If not, how about a personal experience where you relied on technology and "paid extra?"