Marketing for Hospitality and Tourism Chapter 5 Marketing Information System

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Chapter 5
Marketing
Information
Systems and
Marketing
Research
Dr. John V. Padua
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Chapter Objectives
• Explain the concept of the marketing
information system
• Identify the different kinds of information
the company might use
• Outline the marketing research process

Marketing Information
System
A 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

Marketing Information System

Assessing Information
Needs
• There must be a balance between what
information is wanted and what is cost
effective, obtainable and needed
• Too much information can be as harmful as
too little
• Information gathering costs can add up
quickly

Developing Information
• Information can be obtained from internal
company records, marketing intelligence and
marketing research
• Data warehouses contain all customer
information in a single, accessible source
• Guest history information the most valuable

Guest Information Trends
• Booking patterns
• Cancellations
• Conversion
percentages
• Overbooking
patterns
• Historical
occupancy
trends
• Yield pattern
by season

Guest Information
Management
• Guest comment cards
• Listening to and speaking with guests
• Automated systems
• Mystery shoppers
• Company records
• Point-of-sale information
• Corporate customer and marketing
intermediary information

Marketing Intelligence
Marketing intelligence includes everyday
information about developments in the
marketing environment that helps
managers prepare and adjust marketing
plans and short-run tactics

Marketing Intelligence Forms
• Internal marketing intelligence
• External marketing intelligence
• Competitive information

Internal Marketing Intelligence
• Company executives
• Hotel owners and managers
• Contact personnel

External Marketing Intelligence
• Macro market information
• Competitive information
• New innovation and trends

Competitive Information
• Competitors annual reports
• Trade magazines, press releases,
advertisements
• In today’s information age, companies
leave a paper trail

Marketing Research
Marketing research is a process that identifies
and defines marketing opportunities and
problems, monitors and evaluates marketing
actions and performance, and communicates
the findings and implications to management

Marketing Research Process
1. Define the problem and research
objectives
2. Develop the research plan
3. Implement the research plan
4. Interpret and report the findings

Defining the Problem and
Research Objectives
• Exploratory research – gather preliminary
information to help define the problem and
suggest hypotheses
• Descriptive research – describe the size
and composition of the market
• Causal research – tests hypotheses about
cause and effect relationships

Developing the Research Plan
• Determining Specific Information Needs –
translate research objectives into specific
information needs
• Gathering Secondary Information –collect
information that is already in existence
• Planning Primary Data Collection – information
being collected for the specific purpose at hand

Research Approaches
• Observational research
• Survey research
• Experimental research

Contact Methods in Research
• Mail
• Telephone
• Personal Interview
– Individual (intercept) interview
– In-depth interview
• Internet surveying
– Electronic mail
– Web page
• Focus groups

Sampling Plan
• A sample is a segment of the population
selected to represent the population as a
whole
• To design a sample four decisions must be
made:
– Who will be surveyed?
– How many people will be surveyed?
– How will the sample be chosen?
• Probability or nonprobability samples
– When will the survey be given?

Research Instruments
• Primary research instruments
– The interview
• structured e.g questionnaires
• unstructured
– Mechanical devices
– Structured models eg. test markets
• What are some types of closed-ended and
open-ended questions?

Information Analysis
• Analysis of collected information can assist in
distinguishing relationships between data
• Help managers answer questions like “what
if” and “which is best”

Distributing Information
• Information is not helpful unless it is able to
reach the managers clearly and in a timely
manner
• Recent developments in information handling
have led to a revolution in its distribution

International Marketing
Research
• Many barriers exist that can make
international research more difficult:
– Lack of secondary information
– Language
– Culture

Marketing for Hospitality and Tourism Chapter 5 Marketing Information System

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