tybcom mhrm

1. MARKETING RESEARCH &
MARKETING INFORMATION
SYSTEM
Marketing research is a systematic method of
collecting, recording & analysing of data. It is used to
solve marketing problems.
It finds out d needs & expectations of d consumers. So
d co. makes it products according to the needs &
expectation of the consumers. It helps co. to make it
production & marketing policies

2. NATURE / CHARACTERISTICS
• Marketing research has a wide scope
• Systematic, scientific and objective
• Continuous and dynamic process
• Tool for decision making
• Benefits to the co. and consumers
• Similar to military intelligence
• Applied research
• Closely connected with marketing information system (MIS)
• Reduces the gap between producers and consumers
• Use different methods
• Limitations
• Importance to accurate data collection & critical analysis

3. MARKETING INFORMATION
SYSTEM
• Unified and centralized
• Facilitates decision making
• Provide quick and accurate information
• Economical
• Selective
• Future oriented
• Supply information regularly
• New techniques
• Basic obj
• Used by all levels
• information

4. IMPORTANCE of marketing research
and MIS IN MARKETING DECISIONS
• Consumer needs and • Helps to take advantage
wants of business opportunities
• Competitors products • Marketing intelligence
• Effectiveness of channels • Co. to recognize change
Of distribution • Quick supply of
• Studies the sales information
promotion techniques • Quality of decision
• Packaging design making
• Forecasting design • Facilitates marketing
• Pricing decisions planning and control
• Recognise trends
• Integration of information

5. Market opportunity anlysis
• Systematic examination • Potential demand
& evaluation of the • Developing new
companies external products
environment • Fixing the price
• Study the companies • Customer delight
external environment
• Keep legal limits
• Find out d customers
unsatisfied needs and • Competitors strategies
wants • Channel of distribution
• Promotion tools