Problem:
I work for an automobile dealership that sells a complete line of vehicles, from full-size pickups and luxury sport-utility vehicles (SUVs) to economy cars and hybrids. After analyzing the recent changes in consumers' buying habits, my boss wants me to create a marketing information system for the dealership. The system should help the firm identify early trends in its marketing environment. These trends directly impact the consumer demand for different vehicles available for sale at the dealership.
Identify the variables in the dealership's marketing environment that need to be monitored to recognize and predict trends. Explain the need to monitor trends and forecasts for each of these variables. Describe how you will monitor these variables.
In addition, describe the role of marketing research in understanding how consumers' perception of the changes in these variables impacts their selection of an automobile.