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5- 0 Marketing Info. System Marketing Information System (MIS) Marketing Information System (MIS) Consists of people, equipment, and procedures that gather,

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Presentation on theme: "5- 0 Marketing Info. System Marketing Information System (MIS) Marketing Information System (MIS) Consists of people, equipment, and procedures that gather,"— Presentation transcript:

1 5- 0 Marketing Info. System Marketing Information System (MIS) Marketing Information System (MIS) Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

2 5- 1 Marketing Info. System Assessing Marketing Information Needs Assessing Marketing Information Needs The MIS serves company managers as well as external partners. The MIS serves company managers as well as external partners. The MIS must balance needs against feasibility: The MIS must balance needs against feasibility: Not all information can be obtained. Not all information can be obtained. Obtaining, processing, sorting, and delivering information is costly. Obtaining, processing, sorting, and delivering information is costly. What will happen if you DONT get the information? What will happen if you DONT get the information?

3 5- 2 Marketing Info. System Internal data is gathered via customer databases, financial records, and operations reports. Advantages of internal data include quick/easy access to information. Disadvantages stem from the incompleteness or inappropriateness of data to a particular situation. Internal data Internal data Marketing intelligence Marketing intelligence Marketing research Marketing research Developing Information

4 5- 3 Marketing Info. System Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment. Competitive intelligence gathering activities have grown dramatically. Many sources of competitive information exist. Internal data Internal data Marketing intelligence Marketing intelligence Marketing research Marketing research Developing Information

5 5- 4 Sources of Competitive Intelligence Marketing Info. System Company employees Company employees Internet Internet Garbage Garbage Published information Published information Competitors employees Trade shows Benchmarking Channel members and key customers

6 5- 5 Marketing Info. System 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. Internal data Internal data Marketing intelligence Marketing intelligence Marketing research Marketing research Developing Information

7 5- 6 Marketing Info. System Steps in the Marketing Research Process: Steps in the Marketing Research Process: Defining the problem and research objectives. Defining the problem and research objectives. Developing the research plan for collecting information. Developing the research plan for collecting information. Implementing the research plan – collecting and analyzing the data. Implementing the research plan – collecting and analyzing the data. Interpreting and reporting the findings. Interpreting and reporting the findings.

8 5- 7 Marketing Info. System Step 1: Defining the problem and research objectives Step 1: Defining the problem and research objectives Dont confuse the symptoms of the problem with its cause when defining the problem. Dont confuse the symptoms of the problem with its cause when defining the problem. Exploratory, descriptive, and causal research each fulfill different objectives. Exploratory, descriptive, and causal research each fulfill different objectives.

9 5- 8 Marketing Info. System Step 2: Developing the Research Plan Step 2: Developing the Research Plan Research objectives guide the determination of specific information needs. Research objectives guide the determination of specific information needs. Research proposals outline the type of data needed and the research plan. Research proposals outline the type of data needed and the research plan. Secondary data: Information collected for another purpose which already exists. Secondary data: Information collected for another purpose which already exists. Primary data: Information collected for the specific purpose at hand Primary data: Information collected for the specific purpose at hand

10 5- 9 Marketing Info. System Secondary data sources: Government information Internal, commercial, and online databases Publications Advantages: Obtained quickly Less expensive than primary data Disadvantages: Information may not exist or may not be usable. Secondary data Secondary data Primary data Primary data Types of Data

11 5- 10 Marketing Info. System Sample: subgroup of population from whom information will be collected Sample: subgroup of population from whom information will be collected Sampling Plan Decisions: Sampling Plan Decisions: Sampling unit Sampling unit Sample size Sample size Sampling procedure: Sampling procedure: Probability samples Probability samples Non-probability samples Non-probability samples

12 5- 11 Marketing Info. System Step 3 of the Research Process: Implementing the Research Plan Step 3 of the Research Process: Implementing the Research Plan Involves collecting, processing, and analyzing information. Involves collecting, processing, and analyzing information. Step 4 of the Research Process: Interpreting and Reporting the Findings Step 4 of the Research Process: Interpreting and Reporting the Findings

13 5- 12 Marketing Info. System Distributing and Using Marketing Information Distributing and Using Marketing Information Routine reporting makes information available in a timely manner. Routine reporting makes information available in a timely manner. User friendly databases allow for special queries. User friendly databases allow for special queries. Intranets and extranets help distribute information to company employees and value-network members. Intranets and extranets help distribute information to company employees and value-network members.


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