Answer from the pre-class reading only.
Negative marks will be applicable for wrong answers.
Answer in one or two sentence...
Two marks each
 1.What is primary sources of data?
 2. What are the types of primary data?
 3.What is census?
 4.Why i...
Product
 Product variety
 Quality
 Design
 Features
 Brand name
 Packaging
 Sizes
 Services
 Warranties
 Returns
Price
 List Price
 Discounts
 Allowances
 Payment period
 Credit terms
Promotion
 Sales promotion
 Advertising
 Sales force
 Public relations
 Direct marketing
Place
 Channels
 Coverage
 Assortments
 Locations
 Inventory
 Transport
MIS
A marketing information system consists
of people, equipment , procedures to
gather sort analyse evaluate distribute
n...
􀂙 How do we gather information?
􀂙 Internal intelligence systems
􀂙 Analyse macro environment
􀂙 Understanding demographics
􀂙...
􀂙 Components of MIS :
- Internal company records
- Marketing intelligence system
- Marketing research
􀂙 MIS provides infor...
􀂙 Managers rely on
Order, sales, prices, costs, inventory levels,
receivables, payables
Let us now examine each of the com...
1.1 Order to payment cycle :
The heart of internal records is the order to payment cycle.
Sales representatives , dealers ...
1.3 Database management :
Companies collect and organize data according
to customers, products, sales and then
combine all...
 2. Marketing intelligence system
 It is a set of procedures and sources
managers use to obtain
 everyday information a...
􀂙 How can one obtain a good marketing
intelligence?
- Motivated sales force can spot new
developments
- Distributors, reta...
3. Marketing Research
1. What is marketing research?
“The systematic gathering , recording and
analysing of data about pro...
2. Purpose of research :
- Decision making tool
- facilitation
- Risk reduction
- Discovering profitable opportunities
3. ...
4. Steps in marketing research
- Problem definition
- Research design
- Field work/Collect information
- Data Analysis
- R...
 Research Design
 - Data collection
 Observational research
 Focus group Research
 Survey research
 Behavioral data
...
 - Research instrument
 Questonairs:
Close-end
Open-end
 Mechanical instruments: like,
 Galvanometers-emotions
 Tachi...
 Field work
 - Planning and supervision
 Data Analysis
 - Classifying raw data
 - Summarising data
 - Analytical met...
 Application of research :
 - Sales and market analysis
 - Product research
 - Corporate research
 - Advertising rese...
 Barriers to the use of MR
 A narrow conception of Marketing
Research
 Uneven caliber of Marketing
researchers
 Late a...
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Mm6,7,8

  1. 1. Answer from the pre-class reading only. Negative marks will be applicable for wrong answers. Answer in one or two sentences.  Presidency Business School, QUIZ no. 3  Name : Date:  Sem: 1(MKU) Marketing Management
  2. 2. Two marks each  1.What is primary sources of data?  2. What are the types of primary data?  3.What is census?  4.Why is census not suitable for many market researches?  5. What is the term given to the pie taken from a population?
  3. 3. Product  Product variety  Quality  Design  Features  Brand name  Packaging  Sizes  Services  Warranties  Returns
  4. 4. Price  List Price  Discounts  Allowances  Payment period  Credit terms
  5. 5. Promotion  Sales promotion  Advertising  Sales force  Public relations  Direct marketing
  6. 6. Place  Channels  Coverage  Assortments  Locations  Inventory  Transport
  7. 7. MIS A marketing information system consists of people, equipment , procedures to gather sort analyse evaluate distribute needed, timely and accurate information to marketing decision makers.
  8. 8. 􀂙 How do we gather information? 􀂙 Internal intelligence systems 􀂙 Analyse macro environment 􀂙 Understanding demographics 􀂙 Other macro environment like: - Economic environment - Social cultural environment - Natural environment - Technological environment - Political legal environment
  9. 9. 􀂙 Components of MIS : - Internal company records - Marketing intelligence system - Marketing research 􀂙 MIS provides information on: - Buyer wants, preferences and behaviour - Consumption patterns across geographic areas Thus the companies can : - Choose its markets better, develop better offerings, and execute better planning
  10. 10. 􀂙 Managers rely on Order, sales, prices, costs, inventory levels, receivables, payables Let us now examine each of the components of MIS. 1. Internal records : - Order to payment cycle - Sales information system - Data base , data warehousing, data mining
  11. 11. 1.1 Order to payment cycle : The heart of internal records is the order to payment cycle. Sales representatives , dealers and customers send orders . The sales department prepares an invoice and transmits to all in the company. Out of stock items are back ordered . Shipped items are accompanied by shipping and billing documents that are sent to various department. 1.2 Sales information system: Marketing managers need timely report from sales for further actions. How much has been sold, stock pending at the distributors, stock in transit , how a consumer promotion has worked , these are some of the information that this system gives.
  12. 12. 1.3 Database management : Companies collect and organize data according to customers, products, sales and then combine all these to arrive at some decision making point. Data warehousing is storing data in one source with multiple files so that retrieval is easy. Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation.
  13. 13.  2. Marketing intelligence system  It is a set of procedures and sources managers use to obtain  everyday information about developments in the marketing  environment. - Information is got through reading newspapers, books,  journals, customers, suppliers
  14. 14. 􀂙 How can one obtain a good marketing intelligence? - Motivated sales force can spot new developments - Distributors, retailers and suppliers - Stock holders meetings, published reports - Customer advisory panel - Govt. data resources - Retail audit, consumer panel data - Online customer feedback
  15. 15. 3. Marketing Research 1. What is marketing research? “The systematic gathering , recording and analysing of data about problems related to the marketing of goods and services”
  16. 16. 2. Purpose of research : - Decision making tool - facilitation - Risk reduction - Discovering profitable opportunities 3. Marketing research acts as a marketing tool in the following areas of sales and marketing. - Study of consumer behaviour - Product design - Designing distribution channels - Advertising design – through consumer perception - Social marketing
  17. 17. 4. Steps in marketing research - Problem definition - Research design - Field work/Collect information - Data Analysis - Report presentation Let us examine each of the steps with its sub activities Problem definition – - Define the issue on hand - Give a correct overview of current scenario and future objective
  18. 18.  Research Design  - Data collection  Observational research  Focus group Research  Survey research  Behavioral data  Experimental research( cause & effect relationships)
  19. 19.  - Research instrument  Questonairs: Close-end Open-end  Mechanical instruments: like,  Galvanometers-emotions  Tachistoscopes flashes  Eye cameras  Audiometer-TV  - Sampling plan
  20. 20.  Field work  - Planning and supervision  Data Analysis  - Classifying raw data  - Summarising data  - Analytical methods to analyse and then make an inference
  21. 21.  Application of research :  - Sales and market analysis  - Product research  - Corporate research  - Advertising research
  22. 22.  Barriers to the use of MR  A narrow conception of Marketing Research  Uneven caliber of Marketing researchers  Late and erroneous findings by marketing research  Personality and presentational differences.

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