Basic Marketing – Chapter 08 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides. See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions. For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw- Hill/Irwin, The McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Crest Whitestrips opening photo 8-2

Exhibit 8-1: Marketing Information Inputs to Marketing Strategy Planning Decisions 8-3

SAS ad 8-4

M/A/R/C Research ad 8-5

Exhibit 8-2: Elements of a Complete Marketing Information System 8-6

JRP ad 8-7

Infosurv ad 8-8

Greenfield Online ad 8-9

i.think_inc.co m ad 8-10

Exhibit 8-3: Five-Step Scientific Approach to Marketing Research Process 8-11

Exhibit 8-4: Sources of Primary and Secondary Data 8-12

Acxiom ad 8-13

Catalina Marketing ad 8-14

Focus Vision Worldwide ad 8-15

iModerate ad 8-16

Southwest Airlines Blog 8-17

Southwest Airlines ad 8-18

Portable People Meter 8-19

Southwest Airlines ad 8-20

Ocean Spray White Cranberry juice ad 8-21

Exhibit 8-5: Illustration of Experimental Method in Comparing Effectiveness of Two Ads 8-22

Zoomerang ad 8-23

Exhibit 8-6: Cross-tabulation breakdown of responses to an Internet service provider consumer survey 8-24

Survey Sampling Inc. and Simmons Custom Research ads 8-25

P. Robert and Partners ad 8-26

InterfaceASiA ad 8-27

Marketing Research  Procedures to gather and analyze information for marketing decision making  Focus is on new information not already available in the MIS or other secondary data sources  May be handled inside the firm or by outside specialists  Cooperation is needed between technical specialists and manager/decision makers 8-28

Marketing Information Systems (MIS)  Organized for a continuous flow of information  Gathering information  Accessing information  Analyzing information  Development of intranets and data warehouses are speeding the adoption  Multimedia information, not just numerical data  Search engines make information easier to find  Design of the MIS requires data processing expertise and marketing expertise  Use of MIS is focused on making better marketing decisions  Strategy planning  Details of implementation  Timely control procedures 8-29

MapInfo and Northern Lights ads 8-30

Decision Support System (DDS)  A computer program—an interface—between the manager and the MIS.  Makes it easy to get needed information.  Search engines are a powerful tool for finding what’s needed.  Easy access to databases in a data warehouse.  Makes it easy to analyze the information.  May involve marketing models—to show the relationships among different marketing variables.  Is used as the manager is making decisions. 8-31

Examples of Uses of a Decision Support System  Competitive evaluation, such as changes in market share (Chapters 3, 17)  Selecting target markets (Chapter 4)  Customer analysis (Chapters 5, 6, 7)  Sales analysis (Chapter 19)  Cost analysis (Chapters 19, 20)  Analysis of responses to elements of marketing mix (Chapter 20)  Forecasting (Appendix B) 8-32

Find SVP ad 8-33

Primary and Secondary Data  PRIMARY DATA: Information specifically collected to solve a current problem. Examples:  surveys  experiments  observational studies  SECONDARY DATA: Information that has previously been collected or published. Some examples:  information from the Internet or a firm’s intranet  data from Bureau of the Census  computer databases  internal reports  industry trade associations 8-34

Abacus ad 8-35

Focus World International ad 8-36

Focus Group Interviews  A popular type of qualitative research  Involves a small group (usually 6 to 10 people) in a discussion—usually for about 1 hour  A group leader (interviewer) unobtrusively guides the discussion  Designed to get in-depth, open-ended responses, not intended to be representative of larger market  Group interaction stimulates thinking and reactions  Analysis of results is subjective  May involve videotaping and/or online sessions and other technologies 8-37

Crest Whitening Expressions online ads 8-38

Zero Knowledge ad 8-39

Schick Quattro and SPSS ads 8-40

Quality Controlled Service ad 8-41

Nestle KitKat photo in Japan 8-42

Ethical Issues in Marketing Research Lying with Statistics Withholding Information Unauthorized Disclosure of Personalized Information Disguised Sales Pitches 8-43

Private Sources Are Useful Too 8-44