1. Data Do It Need for Marketing Data
1.05
Marketing

2. Warm-up Comparing Goals, Strategies, & Tactics Goals Strategies
_____. 1. A salesperson meets one-on-one with customers
_____. 2. A firm wants to increase sales by 10% over last year’s sales.
_____. 3. A salesperson calls to set up a meeting with a customer.
Goals
Strategies
Tactics

3. Warm-up Comparing Goals, Strategies, & Tactics Strategies Goals
______________ A salesperson meets one-on-one with customers
______________ A firm wants to increase sales by 10% over last year’s sales.
_____________ A salesperson calls to set up a meeting with a customer.
Strategies
Goals
Tactics

4. 50 Multiple Choice Questions
Announcements
Test is Monday, October 6, 2014
50 Multiple Choice Questions
1.01: Seven Functions & Marketing Concept
1.02: Marketing careers
1.04: Marketing Mix & Market Segmentation
1.05: Marketing Information Management (MIM)

5. 1.05: Marketing Information Management
Total Recall Section
Questions 1 – 8
Define Facts, Estimates, & Predictions
What data can marketers gather from:
Salespeople
Customers
Competitors
Suppliers & Distributors
News & Trade Journals

6. Marketing Info. Management
Facts v. Predictions v. Estimates
Facts are based off of actual events that occurred
Predictions are projections marketers make based off of research, observation, or previous facts
Determine future based off of current trends
There is a pattern that leads to the projection
Estimations are educated guesses or approximations

7. Examples of…..

8. Create your own Example

9. Create a table with 5 Columns
 What useful data can marketers gather from…..
Salespeople
Customers
(Sales Invoice)
Competitors
Suppliers & Distributors
News & Trade Journals
Who the company’s current & potential customers are
What do current & potential customers want
Data about completed sales
How do actual sales compare to company goals & budgets
How sales compare to those of other companies in the same industry
What the sales staff is doing and how much it is spending to make sales calls (travel, food, lodging, etc..)

10. Information Sources for Marketers
What information can we obtain from salespeople?
Who the company’s current and potential customers are
What current and potential customers want
Data about completed sales: what products are selling, and in which geographic territoires, target market segments, etc.
How actual sales stack up to the company’s goals and budgets
How sales compare to those of other companies in the same industry
What the sales staff is doing and how much it is spending to make sales calls (travel, food, lodging, etc.)

11. Marketing Info. Management
Information from Customers
Sales Invoices are itemized statement of money owed for a good or service
Customer’s contact info
How much money customer spends
What customer is buying
Payment method

12. Marketing Info. Management
Competitors
Need to be current with what competition is doing
Access annual reports
Stock Prices
Visit websites
Mystery Shopper Programs
Observable data allows you to gain insight into their marketing decisions

13. Providence High School
What could I do to find out information about Providence High School?
Go to their school website
2012 graduation highlights, faculty page explains course offerings, clubs offered, athletic information
Visit 3rd party websites: Greater Schools (Yelp of Businesses)
State Report Card from NC Department of Education
Visit their school, talk to students/staff that attend there, etc..

14. Marketing Information Management
Suppliers & Distributors
A supplier is a vendor
Vendors is someone from whom a business purchases products from
What vendors does Ardrey Kell use to operate?
Cleaning, Spirit Gear, Textbook, Class Resources, Furniture, Athletic Fields, etc..
Vendors can supply insight into industry trends, pricing, products, etc..
Distributors
Wholesalers communicate with vendors about their products
Sams Club might tell Gatorade that the G2 fruit punch isn’t selling or customer feedback about returned items

15. Marketing Information Management
News & Trade Journals
Paying attention to current events
In Marketing Ad Age & Advertising Weekly are good resources to keep curriculum current

16. Objective B: Ways Marketers Use Data
Marketers collect data
Marketers Analyze Data
SMART Goals
Specific
Measurable
Achievable
Realistic
Time-Bounded
Bad Goals:
Ms. Shaffer will run every week.
Good Goal:
Ms. Shaffer will run 25 miles a week for the next 12 weeks.

17. Marketing Info. Management
What do marketers do with the data they collect?
Set goals
Develop Marketing Mix (4 P) Strategies
Budgeting Decisions
Monitor any problems / issues that arise
High level of Customer Service & After Service Sale
Maintaining valuable, profitable relationships with Vendors/Suppliers
Support & Train Salespeople
Evaluate Results: Look at sales reports

18. Marketing Information Management
Reports

19. Marketing Decisions
Marketers identify, gather, organize, analyze, and use data for marketing decision making
Information collected is done through two types of sources
Primary: Information that comes from new research the organization carries out on its own initiative.
Secondary: Information that comes from research that is already available

20. Primary v. secondary data
Current Customers
Company Sales Records / Invoices
Vendors
Financial Statements
Employees
Customer Databases
Management
Customer Comment Cards
Channel Members
Trade Associations & Publications
Former Customers
Competitor’s Website
Prospective Customers
Directories

21. Explain information contained in sales and expense reports that is monitored for marketing decision-making.

22. Answer #5: Explain information contained in sales and expense reports that is monitored for marketing decision-making.
Sales Report
Sales reports might cover the month, the quarter, the year, or an even longer period of time.
Expense Report
What an employee submits to their boss relating to the expenses they encounter while trying to make a sale.
Total dollar and unit sales
Costs of travel
Sales in relation to goals
Lodging
Sales in relation to budget
Food
Sales in relation to prior time periods
Entertainment
Increases/decreases in sales percentages
Cost of calling clients
Expense Report:

23. Describe information in reports provided by salespeople
that is monitored for use in
marketing decision-making.

24. Request / Complaint Reports
Describe information in reports provided by salespeople that is monitored for use in marketing decision-making.
Information in reports provided by salespeople that is monitored for use in Marketing Decision-Making
Request / Complaint Reports
Lost Sales Reports
Call Reports
Activity Reports
Retail Audits:
Measure market sales, competitor’s sales, market share, prices, special offers, stock levels by week or day to day
Product Information:
Types of products that sell best at various times of year; colors or sizes of products customers prefer

25. Request & Complaint Report
Term #5
Request & Complaint Report

26. Term #5: Request & Complaint Report
A record of customers and the product(s) that they requested, along with records of complaints made by customers.

27. Term #6
Lost Sales Report

28. Term #6: Lost sales report
Records why items or orders are cancelled or is used to estimate the total sales that stand to be lost because items are understocked.

29. Term #7
Call Reports

30. Term #7: Call Reports Records of sales calls.
Since not every sales call results in a sale, there are not always invoices to refer to for needed data.
A call report records useful information whether or not a sale is made.
In call reports, salespeople keep track of data including:
Prospect contacted
Prospect’s needs
Product(s) discussed
Names of contacts
Orders obtained

31. Term #8
Activity Reports

32. Term #8: Activity Reports
Reports requiring salespeople to provide details as a measure of their activity in a given period

33. Warranty Card
When a customer purchases a product with a warranty, s/he is usually required to provide the manufacturer and/or retailer with some basic data such as:
where the product was purchased
how much the product cost
reason for purchase
Services they expect

34. Vocabulary Walk

35. 7 Functions Questions Product / Service Management Financing
Channel Management
Marketing Information Management
Pricing
Promotion
Selling

36. Marketing Mix Questions
Product
Place
Price
Promotion

37. A. Strategy B. goals c. tactics
Visit the new neighbors, handing out coupons for one free visit.
Sell 25 new memberships this year.
Call the new neighbors to let them know about the health club’s services.
Mail information to the new neighbors.
Introduce health-club services to the many new neighbors.
Find out who the new neighbors are.

38. Market Segmentation Questions
Each question will have the same answer set:
Demographics
Geographics
Pyschographics
Behavioral