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MARKETING
MANAGEMENT
TABESH UNIVERSITY
Sir Hayatullah Ashna
Gathering Information
and Scanning the
Environment
CHAPTER QUESTIONS
1. What are the components of a modern marketing information system?
2. What are useful internal records?
3. What is involved in a marketing intelligence system?
What is a Marketing Information
System (MIS)?
A marketing information system consists of people, equipment, and
procedures to gather, sort, analyze, evaluate, and distribute needed,
timely, and accurate information to marketing decision makers.
Table 3.1 Information Needs
1. What decisions do you regularly make?
2. What information do you need to make these decisions?
3. What information do you regularly get?
4. What special studies do you periodically request?
5. What information would you want that you are not getting now?
6. What are the four most helpful improvements that could be made
in the present marketing information system?
Internal Records and Marketing
Intelligence
Order-to-Payment
Cycle
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
Sales
Information
System
Steps to Improve Marketing
Intelligence
Train sales team for new developments
Motivate channel members
Be aware of your competitors
Utilize a customer advisory panel
Use government data resources
Purchase information
Collect customer feedback online
Table 3.2 Secondary Commercial
Data Sources
Nielsen
Information
Resources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke
Sources of Competitive
Information
 Independent customer goods and service review forums
 Distributor or sales agent feedback sites
 Combination sites offering customer reviews and expert opinions
 Customer complaint sites
 Public blogs
Sales information system
• The task of the sales information system is to;
i. Sales date on each & item
ii. Store data of each customer
iii. Store data on daily basis
iv. Refresh data on daily basis
• Purpose: To calculate accurate sales, and to identify the products that
are available
Database, Data Warehousing and Data
Mining
The purpose of using this system; is to store data about the
 Customer
 Product
 Salesperson
And then combine data from different database.
Example: data about customer includes, their names, address, past transactions.
Developing Marketing Information
Developing Marketing Information
• INTERNAL DATA
Internal databases are electronic collections
of consumer and market information
obtained from data sources within the
company network
Database refers to customer/prospect information
stored in a computer with software to process the
information.
The marketing intelligent system
• “A marketing intelligence system is a set of procedures and source
managers use to obtain everyday information about development in
the marketing environment”.
Marketing intelligence is the systematic collection and analysis of
publicly available information about consumers, competitors, and
developments in the market environment.
Sources of Competitive Intelligence
 Company employees
 Internet
 Published information
 Competitor’s employees
 Trade shows
 Benchmarking
 Channel members and key customers
Marketing intelligence system focus on and
gather data from
• Books
• Newspaper
• Trade Publications
• Talking to customer
• Suppliers
• Distributers
• Monitoring social media
• Online discussion groups
• E-mailing
• Meeting with other companies managers
THE END

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MARKETING MANAGEMENT BY SIR ASHNA.MGT1.pptx

  • 3. CHAPTER QUESTIONS 1. What are the components of a modern marketing information system? 2. What are useful internal records? 3. What is involved in a marketing intelligence system?
  • 4. What is a Marketing Information System (MIS)? A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
  • 5. Table 3.1 Information Needs 1. What decisions do you regularly make? 2. What information do you need to make these decisions? 3. What information do you regularly get? 4. What special studies do you periodically request? 5. What information would you want that you are not getting now? 6. What are the four most helpful improvements that could be made in the present marketing information system?
  • 6. Internal Records and Marketing Intelligence Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System
  • 7. Steps to Improve Marketing Intelligence Train sales team for new developments Motivate channel members Be aware of your competitors Utilize a customer advisory panel Use government data resources Purchase information Collect customer feedback online
  • 8. Table 3.2 Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke
  • 9. Sources of Competitive Information  Independent customer goods and service review forums  Distributor or sales agent feedback sites  Combination sites offering customer reviews and expert opinions  Customer complaint sites  Public blogs
  • 10. Sales information system • The task of the sales information system is to; i. Sales date on each & item ii. Store data of each customer iii. Store data on daily basis iv. Refresh data on daily basis • Purpose: To calculate accurate sales, and to identify the products that are available
  • 11. Database, Data Warehousing and Data Mining The purpose of using this system; is to store data about the  Customer  Product  Salesperson And then combine data from different database. Example: data about customer includes, their names, address, past transactions.
  • 13. Developing Marketing Information • INTERNAL DATA Internal databases are electronic collections of consumer and market information obtained from data sources within the company network Database refers to customer/prospect information stored in a computer with software to process the information.
  • 14. The marketing intelligent system • “A marketing intelligence system is a set of procedures and source managers use to obtain everyday information about development in the marketing environment”.
  • 15. Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the market environment.
  • 16. Sources of Competitive Intelligence  Company employees  Internet  Published information  Competitor’s employees  Trade shows  Benchmarking  Channel members and key customers
  • 17. Marketing intelligence system focus on and gather data from • Books • Newspaper • Trade Publications • Talking to customer • Suppliers • Distributers • Monitoring social media • Online discussion groups • E-mailing • Meeting with other companies managers