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marketing information Presentation Transcript

  • 1. Managing Marketing Information The PowerPoint slides were developed by Mus Khairy (PhD), Stanford University at California. Educational ,Social Psychologists at German University at Cairo (GUC) unless otherwise noted on specific slides.
  • 2. Learning Goals
    • Explain the importance of information to the company
    • Define the marketing information system
    • Outline the steps in the market research process
    • Explain how companies analyze and distribute information
    • Discuss special issues facing market researchers
    4 -
  • 3. Case Study New Coke
    • New Coke
    • Product Failure
    • Poor sales
    • Over 1,500 phone calls a day from angry customers
    • Old Coke returns in only 3 months
    • Was due largely to Research Failure
    • Tested on taste only – not intangibles
    • Decisions based on 60% ratings
    • All for $4 million!
    4 -
  • 4. Marketing Info. System
    • Marketing Information System (MIS)
      • Consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
    4 - Goal 2: Define the Marketing Information System
  • 5. Marketing Info. System
    • Begins and Ends with Information Users:
      • Interacts with information users to assess information
      • Develops needed information from internal and external sources
      • Helps users analyze information for marketing decisions
      • Distributes the marketing information and helps managers use it for decision making
    4 - Goal 2: Define the Marketing Information System
  • 6. Assessing Marketing Information Needs
      • The MIS serves company managers as well as external partners
      • The MIS must balance needs against feasibility:
        • Not all information can be obtained.
        • Obtaining, processing, sorting, and delivering information is costly
    4 - Goal 2: Define the Marketing Information System
  • 7. Developing Marketing Information
    • Internal data is gathered via customer databases, financial records, and operations reports.
    • Advantages include quick/easy access to information.
    • Disadvantages stem from the incompleteness or inappropriateness of data to a particular situation.
    4 - Internal data Marketing intelligence Marketing research Sources of Info Goal 2: Define the Marketing Information System
  • 8. Developing Marketing Information
    • Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment.
    • Competitive intelligence gathering activities have grown dramatically.
    • Many sources of competitive information exist.
    4 - Internal data Marketing intelligence Marketing research Sources of Info Goal 2: Define the Marketing Information System
  • 9.
    • Company employees
    • Internet
    • Garbage
    • Published information
    • Competitor’s employees
    • Trade shows
    • Benchmarking
    • Channel members and key customers
    4 - Sources of Competitive Intelligence Goal 2: Define the Marketing Information System
  • 10. Developing Marketing Information
    • Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
    4 - Internal data Marketing intelligence Marketing research Sources of Info Goal 2: Define the Marketing Information System
  • 11. Steps in the Marketing Research Process:
      • Defining the problem and research objectives.
      • Developing the research plan for collecting information.
      • Implementing the research plan – collecting and analyzing the data.
      • Interpreting and reporting the findings.
    4 - Goal 3: Outline the steps in the market research process
  • 12. Step 1: Defining the problem and research objectives
      • The manager and the researcher must work together.
      • These objectives guide the entire process.
      • Exploratory, descriptive, and causal research each fulfill different objectives.
    4 - Goal 3: Outline the steps in the market research process
  • 13. What would you do?
    • Kellogg wants to investigate the impact of young children on their parents’ decisions to buy breakfast foods.
    4 - Goal 3: Outline the steps in the market research process
  • 14. Step 2: Developing the Research Plan
      • The research plan is a written document that outlines the type of problem, objectives, data needed, and the usefulness of the results. Includes:
        • Secondary data: Information collected for another purpose that already exists.
        • Primary data: Information collected for the specific purpose at hand
    4 - Goal 3: Outline the steps in the market research process
  • 15. Secondary Data
    • Secondary data sources:
      • Government information
      • Internal, commercial, and online databases
      • Publications
    • Advantages:
      • Obtained quickly
      • Less expensive than primary data
    • Disadvantages:
      • Information may not exist or may not be usable
    4 - Goal 3: Outline the steps in the market research process
  • 16.
    • Relevance
    • Accuracy
    • Currency
    • Impartiality
    Secondary Data 4 - Evaluate the Following When Judging Data Quality Goal 3: Outline the steps in the market research process
  • 17. Primary Data
    • Primary research decisions:
      • Research approaches
      • Contact methods
      • Sampling plan
      • Research instruments
    4 - Goal 3: Outline the steps in the market research process
  • 18. Primary Data
    • Observation research using people or machines
      • Discovers behavior but not motivations.
    • Survey research
      • Effective for descriptive information.
    • Experimental research
      • Investigates cause and effect relationships.
    4 - Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
  • 19. Primary Data
    • Key Contact Methods Include:
      • Mail surveys
      • Telephone surveys
      • Personal interviewing:
        • Individual or focus group
      • Online research
    4 - Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
  • 20. Marketing Info. System
    • Flexibility
    • Sample control
    • Data quantity
    • Cost
    • Interviewer effects
    • Speed of data collection
    • Response rate
    4 - Strengths and Weaknesses of Contact Methods Relate to: Goal 3: Outline the steps in the market research process
  • 21. Primary Data
    • Sample: subgroup of population from whom information will be collected
    • Sampling Plan Decisions:
      • Sampling unit
      • Sample size
      • Sampling procedure:
        • Probability samples
        • Non-probability samples
    4 - Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
  • 22. Primary Data
      • Questionnaires
        • Include open-ended and closed-ended questions
        • Phrasing and question order are key
      • Mechanical instruments
        • Nielsen’s people meters
        • Checkout scanners
        • Eye cameras
    4 - Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
  • 23. Step 3: Implementing the Research Plan
      • Data is collected by the company or an outside firm
      • The data is then processed and checked for accuracy and completeness and coded for analysis
      • Finally, the data is analyzed by a variety of statistical methods
    4 - Goal 3: Outline the steps in the market research process
  • 24. Step 4: Interpreting and Reporting the Findings
      • The research interprets the findings, draws conclusions and reports to management
      • Managers and researchers must work together to interpret results for useful decision making
    4 - Goal 3: Outline the steps in the market research process
  • 25. Analyzing Marketing Information
      • Statistical analysis and analytical models are often used
      • Customer relationship management (CRM) software helps manage information by integrating customer data from all sources within a company
      • CRM software offers many benefits and can help a firm gain a competitive advantage when used as part of a total CRM strategy
    4 - Goal 4: Explain how companies analyze/distribute marketing information
  • 26. Distributing and Using Marketing Information
      • Routine reporting makes information available in a timely manner.
      • User-friendly databases allow for special queries.
      • Intranets and extranets help distribute information to company employees and value-network members.
    4 - Goal 4: Explain how companies analyze/distribute marketing information
  • 27. Other Considerations
    • Marketing research in small businesses and not-for-profit organizations
    • International marketing research
    • Public policy and ethics
      • Consumer privacy issues
      • Misuse of research findings
    4 - Goal 5: Discuss Special Issues Facing Market Researchers