The document discusses managing marketing information. It outlines that the objective is for students to understand developing marketing information, advantages and disadvantages of internal databases, and marketing intelligence. It describes a marketing information system that gathers, analyzes, and distributes information to decision makers. Marketers can obtain internal data, marketing intelligence through systematic collection of public information, and marketing research through defined problem-solving steps.

1. Objective
After compellation of this lecture students will be able to know:
Understanding massive information and even Developing marketing information
 Knowing Advantages and disadvantages of internal data base
 What is and how its important Marketing intelligence
 Aims of Marketing research and evaluating the information
Defining the problem and research objectives
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2. Outline
Developing marketing information
Advantages and disadvantages of internal data base
Marketing intelligence
Marketing research
Defining the problem and research objectives
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3. Chapter. 4
Managing Marketing Information
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Assessing marketing information:
Marketing information system (MIS):
MIS consist of people, equipment, and procedure to gather analyses and distribute
accurate information to marketing decision makers.

4. 4
Asses the information needs:
Develop needed information
Analyze information
Distribute information
marketing
information
assess
information
develop
information
analyze
information
distribute
information

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Assess marketing information:
MIS provide information to the company’s marketing and other managers and external partners
such as suppliers, resellers and marketing service agencies. Characteristics of a good MIS
balances the information users would like to have against what they need.

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Develop marketing information:
Marketers can obtain information:
=Internal data
=Marketing intelligence
=Marketing research
internal
data
marketing
intelligence
marketing
research

7. Internal data:
Internal data base are electronic collections of consumer and market information
obtain from data sources within the company network including accounting
marketing customer service and sales department. Observation involves collecting by
observing the actions of a person.
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8. Advantages and disadvantages of internal data base:
Advantages:
Can be accessed more quickly and it is less expensive.
Disadvantages:
It includes incomplete information. Wrong form for decision making. Amount of
information need stylish equipment and techniques.
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9. Marketing intelligence
Is the systematic collection and analysis of publicity available information about
competitors and development in the market place? The goal of marketing intelligence is to
improve strategic decision making assess and track competitor’s actions and provide early
warning of opportunity and threats.
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10. Marketing research
Is the systematic design, collection, analysis and reporting of data relevant to
a specific marketing situation facing an organization.
Steps in the marketing research process.
1: Defining the problem and research objectives
2: Developing the research plan
3: Implementing the plan
4: Interpreting and reporting the finings
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11. 1 . Defining the problem and research objectives:
• Types of objectives:
• Exploratory research:
• Descriptive research:
• Causal research:
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marketing
research
exploratory
research
descriptive
research
causal
research

12. Exploratory research:
Is the gathering of information that will help to define the problem and suggest hypothesis.
Descriptive research:
Is to describe things such as market potential for a product or the demographic and attitudes of
consumers who buy the product.
Causal research:
Is to test hypothesis about cause and effect relationship.
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13. Conclusion
MIS consist of people, equipment, and procedure to gather analyses and distribute
accurate information to marketing decision makers.
Basically the goal of marketing intelligence is to improve strategic decision
making assess and track competitor’s actions and provide early warning of
opportunity and threats.
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14. References
1.Reference 1 Principle of Marketing Hand Book of JIHE
2.Reference 2By Philip Kotler 13th edition
3.Reference 2By Robert D. Hisrich
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