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05<br />Managing Marketing Information<br />Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved<br />M...
LEARNING OBJECTIVES<br />Describe the difference between market information systems and market research systems<br />Ident...
MAKING GOOD MARKETING DECISIONS – THE NEED TO KNOW<br />Information is power!<br />The right information at the right time...
MAKING GOOD MARKETING DECISIONS – THE NEED TO KNOW<br />Marketing managers need a system to design and execute research th...
The Nature of a Market Information System<br />A Market Information System (MIS) is not a software package but a continuin...
The Nature of a Market Information System<br />What information should be collected by the system?<br />What are the infor...
Internal Sources<br />Collecting Information Inside the Company<br />Information is used to identify the problem.  <br />I...
Internal Information Sources<br />Exhibit 5.2 <br />CRM - Operations <br />Documents <br />Customer orders<br />Marketing ...
From the Customer’s Order to Order Fulfillment<br />Identify the frequency and size of customer orders <br />Determine the...
Heard on the Street – Sales Information System<br />Formal systems for collecting data (getting the data)<br />Interpretat...
External Sources<br />Collecting Information Outside the Company<br />Most companies engage in collecting, analyzing, and ...
External Forces Affect Marketing Decisions<br />Exhibit 5.3 <br />External Forces<br />Political/<br />Legal<br />Environm...
External Sources<br />5-13<br />
External Sources<br />5-14<br />
MARKETING RESEARCH SYSTEMS<br />The Importance of Market Research to Managers<br />Good Marketing Research… <br />Follows ...
The Marketing Research Process<br />Exhibit 5.7<br />Define the  Research     Problem<br />Establish Research Design<br />...
The MARKETING RESEARCH Process<br />Management Research Deliverable<br />Define the Research Problem<br />5-17<br />
Research Design Activities<br />EXHIBIT 5.8<br />5-18<br />
Establish the Research Design<br />5-19<br />
Establish the Research Design<br />Exploratory research <br />Clarify the research problem.<br />Develop hypotheses for te...
Establish the Research Design<br />Descriptive research <br />Identify the characteristics of our target market.<br />Asse...
Establish the Research Design<br />Benefit vs. Cost <br />Time Until Decision <br />Nature of the Decision <br />Availabil...
Nature of Data – What kind of data do we need?<br />Primary Data<br />Qualitative research<br />Quantitative research<br /...
Nature of Data Collection – How Should the Data be Collected?<br />Exploratory Research Techniques<br />Focus group<br />I...
Nature of Data Collection – How Should the Data be Collected?<br />Descriptive Research Techniques<br />Surveys<br />Behav...
Information Content – What Do We Need to Know?<br />A critical part of research design involves determining exactly what i...
Search Secondary Sources<br />Government Sources<br />Market Research Organizations<br />The Internet<br />5-27<br />
MARKETING RESEARCH Process<br />Collect the Data<br />Analyze the Data<br />Report the Findings<br />5-28<br />
MARKETING RESEARCH Process<br />Market Research Technology<br />Online Research Tools <br />Online Databases <br />Online ...
Market Research Challenges in Global Markets<br />5-30<br />
Market Research Challenges in Global Markets<br />5-31<br />
32<br />Thank You, Please Visit Us At :<br />http://wanbk.page.tl<br />
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Chap005

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Transcript of "Chap005"

  1. 1. 05<br />Managing Marketing Information<br />Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved<br />McGraw-Hill/Irwin<br />
  2. 2. LEARNING OBJECTIVES<br />Describe the difference between market information systems and market research systems<br />Identify how critical internal (inside the firm) information is collected and used in making marketing decisions<br />Explain essential external (outside the firm) information collection methods<br />Recognize the value of market research and its role in marketing<br />Define the market research process<br />Illustrate current research technologies and how they are used in market research<br />5-2<br />
  3. 3. MAKING GOOD MARKETING DECISIONS – THE NEED TO KNOW<br />Information is power!<br />The right information at the right time and in the right format is essential for decision makers. <br />A significant problem for most managers today is not having too little information, but having too much.<br />5-3<br />
  4. 4. MAKING GOOD MARKETING DECISIONS – THE NEED TO KNOW<br />Marketing managers need a system to design and execute research that generates precise information. <br />Two fundamental types of market information needed today are:<br />Related to broad areas of interest.<br />Addresses a specific question.<br />5-4<br />
  5. 5. The Nature of a Market Information System<br />A Market Information System (MIS) is not a software package but a continuing process of identifying, collecting, analyzing, accumulating and dispensing critical information to marketing decision makers. <br />5-5<br />
  6. 6. The Nature of a Market Information System<br />What information should be collected by the system?<br />What are the information needs of each decision maker?<br />How does the system maintain the privacy and confidentiality of sensitive information?<br />5-6<br />
  7. 7. Internal Sources<br />Collecting Information Inside the Company<br />Information is used to identify the problem. <br />Information is used to proactively address issues before they become a problem. <br />5-7<br />
  8. 8. Internal Information Sources<br />Exhibit 5.2 <br />CRM - Operations <br />Documents <br />Customer orders<br />Marketing <br />Documents and databases <br />Customer inquiries<br />Financial documents and databases<br />Customer payments<br />Internal Information Sources<br />Salesperson generated data <br />Salesperson information systems <br />Management Documents<br />Marketing Plans<br />5-8<br />
  9. 9. From the Customer’s Order to Order Fulfillment<br />Identify the frequency and size of customer orders <br />Determine the actual cost of a customer order <br />Rank customers based on established criteria like profitability <br />Calculate the efficiency of the company’s production, and distribution system<br />5-9<br />
  10. 10. Heard on the Street – Sales Information System<br />Formal systems for collecting data (getting the data)<br />Interpretation of data (analysis) <br />Distribution of data (getting the analysis to decision makers and back into the field)<br />5-10<br />
  11. 11. External Sources<br />Collecting Information Outside the Company<br />Most companies engage in collecting, analyzing, and storing data from the macro environment on a continuous basis known as marketing intelligence.<br />5-11<br />
  12. 12. External Forces Affect Marketing Decisions<br />Exhibit 5.3 <br />External Forces<br />Political/<br />Legal<br />Environment<br />Economic Conditions<br />Technology Transformations<br />Natural World<br />Demographic<br />Competition<br />Population of Interest<br />Ethnic Groups<br />Geographic Changes<br />5-12<br />
  13. 13. External Sources<br />5-13<br />
  14. 14. External Sources<br />5-14<br />
  15. 15. MARKETING RESEARCH SYSTEMS<br />The Importance of Market Research to Managers<br />Good Marketing Research… <br />Follows a well defined set of activities and does not happen by accident. <br />Enhances the validity of the information. <br />Is impartial and objective.<br />5-15<br />
  16. 16. The Marketing Research Process<br />Exhibit 5.7<br />Define the Research Problem<br />Establish Research Design<br />Search Secondary Sources <br />Collect<br />the<br />Data<br />Analyze<br />the Data <br />Report<br />the Findings <br />5-16<br />
  17. 17. The MARKETING RESEARCH Process<br />Management Research Deliverable<br />Define the Research Problem<br />5-17<br />
  18. 18. Research Design Activities<br />EXHIBIT 5.8<br />5-18<br />
  19. 19. Establish the Research Design<br />5-19<br />
  20. 20. Establish the Research Design<br />Exploratory research <br />Clarify the research problem.<br />Develop hypotheses for testing in descriptive or causal research.<br />Gain additional insight to help in survey development or to identify other research variables for study.<br />Answers the research question.<br />5-20<br />
  21. 21. Establish the Research Design<br />Descriptive research <br />Identify the characteristics of our target market.<br />Assess competitor actions in the marketplace.<br />Determine how customers use our products.<br />Discover differences across demographic characteristics (age, education, income) with respect to the use of our products or our competitors.<br />5-21<br />
  22. 22. Establish the Research Design<br />Benefit vs. Cost <br />Time Until Decision <br />Nature of the Decision <br />Availability of Data <br />5-22<br />
  23. 23. Nature of Data – What kind of data do we need?<br />Primary Data<br />Qualitative research<br />Quantitative research<br />Secondary Data<br />5-23<br />
  24. 24. Nature of Data Collection – How Should the Data be Collected?<br />Exploratory Research Techniques<br />Focus group<br />In-depth interview<br />5-24<br />
  25. 25. Nature of Data Collection – How Should the Data be Collected?<br />Descriptive Research Techniques<br />Surveys<br />Behavioral data<br />Observational data<br />Mechanical observation<br />5-25<br />
  26. 26. Information Content – What Do We Need to Know?<br />A critical part of research design involves determining exactly what information is needed and how to frame the questions to get that information. <br />5-26<br />
  27. 27. Search Secondary Sources<br />Government Sources<br />Market Research Organizations<br />The Internet<br />5-27<br />
  28. 28. MARKETING RESEARCH Process<br />Collect the Data<br />Analyze the Data<br />Report the Findings<br />5-28<br />
  29. 29. MARKETING RESEARCH Process<br />Market Research Technology<br />Online Research Tools <br />Online Databases <br />Online Focus Groups <br />Online Sampling <br />5-29<br />
  30. 30. Market Research Challenges in Global Markets<br />5-30<br />
  31. 31. Market Research Challenges in Global Markets<br />5-31<br />
  32. 32. 32<br />Thank You, Please Visit Us At :<br />http://wanbk.page.tl<br />
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