Objectives Components of a marketing information system Criteria

Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing management ä Demand measurement and forecast © 2000 Prentice Hall

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. A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment. © 2000 Prentice Hall

Defining the Problem & Research Objectives Exploratory Research • Sheds light on problem suggest solutions or new ideas. Descriptive Research • Ascertain magnitudes. Causal Research • Test cause- and-effect relationships. • Tests hypotheses about causeand-effect relationships. © 2000 Prentice Hall

Research Approaches Observational Focus-group Survey Behavioral Experimental © 2000 Prentice Hall

Secondary-Data Sources ä Internal Sources ä Government Publications ä Periodicals and Books ä Commercial Data ä On-Line ä Associations ä Business Information © 2000 Prentice Hall

The Marketing Research Process Defining the problem and research objectives Developing the research plan Present the findings © 2000 Prentice Hall Collect the information Analyze the information

Good Marketing Research: ¶Is scientific ·Is creative ¸Uses multiple methods ¹Realizes the interdependence of models & data ºAcknowledges the cost & value of information » Maintains “healthy” skepticism ¼Is ethical © 2000 Prentice Hall

Ninety Types of Demand Measurement (6 x 5 x 3) World Space U. S. A. level Region Territory Customer All sales Industry sales Company sales Product line sales level Product form sales Product item sales Short run © 2000 Prentice Hall Medium run Long run Time level

Demand Company Demand Market Demand © 2000 Prentice Hall

Estimating Current Demand ä Total Market Potential ä Area Market Potential ä Industry Sales ä Market Share © 2000 Prentice Hall

Estimating Future Demand ä Survey of Buyers’ Intentions ä Composite of Sales Force Opinion ä Expert Opinion ä Past Sales Analysis ä Market Test Method © 2000 Prentice Hall

Review ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing management ä Demand measurement and forecast © 2000 Prentice Hall