Chapter 5 Marketing Information Systems and Marketing Research
- Slides: 30
Chapter 5 Marketing Information Systems and Marketing Research © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4 th edition Kotler, Bowen, and Makens
“Know your enemy and know yourself, and in a hundred battles you will never be in peril” -Sun-Tzu © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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 © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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 © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Marketing Information System © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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 © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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 © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Guest Information Trends • Booking patterns • Cancellations • Conversion percentages • Overbooking patterns • Historical occupancy trends • Yield pattern by season © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Guest Information Management • Guest comment cards • Listening to and speaking with guests • Automated systems • Mystery shoppers © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Guest Information Management • Company records • Point-of-sale information • Corporate customer and marketing intermediary information © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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 © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Marketing Intelligence Forms • Internal marketing intelligence • External marketing intelligence • Competitive information © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Internal Marketing Intelligence • Company executives • Hotel owners and managers • Contact personnel © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
External Marketing Intelligence • Macro market information • Competitive information • New innovation and trends © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Competitive Information • Competitors annual reports • Trade magazines, press releases, advertisements • In today’s information age, companies leave a paper trail © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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 © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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 © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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 © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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 © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Research Approaches • Observational research • Survey research • Experimental research © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Contact Methods in Research • Mail • Telephone • Personal Interview – Individual (intercept) interview – In-depth interview • Internet surveying – Electronic mail – Web page • Focus groups © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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? © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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? © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Information Analysis • Analysis of collected information can assist in distinguishing relationships between data • Help managers answer questions like “what if” and “which is best” © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
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 © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
International Marketing Research • Many barriers exist that can make international research more difficult: – Lack of secondary information – Language – Culture © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Best Practices • Marriott Research Priorities – – – Market segmentation and sizing Concept development and product testing Price-sensitivity assessment Advertising and promotions assessment Market tracking Customer satisfaction © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Key Terms • Causal research • Descriptive research • Experimental research • Exploratory research © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Key Terms • Internal records information • Marketing information system (MIS) • Marketing intelligence • Marketing research © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
Key Terms • Observational research • Primary data • Sample • Secondary data • Survey research © 2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4 th. Tourism, edition 4 th edition Kotler, Bowen, and. Makens
- Finer segmentation
- Marketing information systems and marketing research
- Define marketing information management
- Marketing information systems and marketing research
- Marketing information systems and marketing research
- Marketing information systems and marketing research
- Chapter 4 ethical and social issues in information systems
- 4 components of an information system
- Chapter 3 information systems organizations and strategy
- What is tactical information system
- Types of marketing information systems
- Management information system chapter 1
- Securing information systems
- Chapter 8 securing information systems
- Chapter 7 accounting information systems
- Chapter 7 accounting information systems
- Chapter 13 building information systems
- Chapter 8 securing information systems
- Fundamentals of information systems chapter 1
- Fundamentals of information systems
- What are the challenges to global information systems
- Chapter 8 securing information systems
- Information systems in global business today
- Management information system chapter 1
- Chapter 8 securing information systems
- Chapter 7 accounting information systems
- Global business today chapter 1
- Market research problem definition
- Decision support systems and intelligent systems
- Chapter 29 conducting marketing research answers
- What is forced choice questions