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Lesson 3 MIM

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Marketing 6621

Marketing 6621


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  • 1. Marketing-Information Managementand Market Research
  • 2. Why is Marketing Information Needed?To identify potential customers, potentialproducts, marketing opportunities, solvemarketing problems, implementmarketing plans, and monitor marketingperformance.
  • 3. What type of information are we trying to find? Customer Marketing mix Business Environment
  • 4. What type of information about the consumer? Demographic Psychographic Geographic Behavioral
  • 5. Which includes… • Age • Attitudes • Media • Gender • Primary needs preferences • Income • Product • Shopping • Education purchases behavior • Family size • Purchase • Home ownership frequency • Address • Brand preferences • Occupation • Information • How money is needs spent
  • 6. Marketing Mix A planned mix of the controllable elements of a products marketing plan is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market.
  • 7. Marketing Mix4 P’s of Marketing-Product-Price-Place-Promotion
  • 8. Business Environment• Type of competition • New technology• Competitors’ • Consumer protection strengths • Ethical issues• Competitors’ • Tax policies strategies • Proposed laws• Economic conditions • International markets• Government regulations
  • 9. How do we get the information?Surveys/Polls/Focus GroupsCensus InformationSales informationStock MarketPrevious Marketing Reportsand more…
  • 10. Quantitative Vs.Qualitative
  • 11. QuantitativeRelating to, measuring, or measured bythe quantity of something.QualitativeRelating to, measuring, or measured bythe quality of something rather than itsquantity: