GBUS 207: Principles of Marketing

GBUS 207
PRINCIPLES OF
MARKETING
1
GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Lecture 4:
Managing Marketing Information
2
Managing Marketing
Information
The Importance of Marketing Information

Companies need information about their:
Customers needs
Marketing environment
Competition
Marketing managers do not need more information,

they need better information.
3
Managing Marketing
Information
Marketing Information System

An MIS consists of people, equipment, and procedures
to gather, sort, analyze, evaluate, and distribute
needed, timely, and accurate information to
marketing decision makers.
The MIS helps managers to:

Assess information needs
Develop needed information
Distribute information
4
Managing Marketing
Information
Assessing Information Needs

A good MIS balances the information users would like
against what they really need and what is feasible to
offer.
Sometimes the company cannot provide the needed

information because it is not available or due to MIS
limitations.
Have to decide whether the benefits of more

information are worth the costs.
5
Managing Marketing
Information
Developing Marketing Information

Internal Databases: Electronic collections of information
obtained from data sources within the company.
Competitive Marketing Intelligence: Systematic
collection and analysis of publicly available information
about consumers, competitors and developments in the
marketplace.
Marketing Research: Systematic design, collection,

analysis, and reporting of data relevant to a specific
marketing situation facing an organization.
6
Managing Marketing
Information
The Marketing Research Process

Defining the problem and research objectives
Developing the research plan
Implementing the research plan
Interpreting and reporting the findings
7
Managing Marketing
Information
Defining Problem & Objectives

Exploratory Research:
Gathers preliminary information that will help
define the problem and suggest hypotheses.
Descriptive Research:
Describes things (e.g., market potential for a
product, demographics and attitudes).
Causal Research:
Tests hypotheses about cause-and-effect
relationships.
8
Managing Marketing
Information
Developing the Research Plan

Includes:
Determining the exact information needed.
Developing a plan for gathering it efficiently.
Presenting the written plan to management.
Outlines:
Sources of existing data
Specific research approaches
Contact methods
Sampling plans
Instruments for data collection

9
Managing Marketing
Information
Gathering Secondary Data

Information that already exists somewhere:
Internal databases
Commercial data services
Government sources
Available more quickly and at a lower cost than primary

data.
Must be relevant (fits the research projects needs),

accurate (reliably collected and reported), current (up-to-
date enough for current decisions), and impartial
(objectively collected and reported).
10
Managing Marketing
Information
Primary Data Collection

Consists of information collected for the specific
purpose at hand.
Must be relevant, accurate, current, and unbiased.
Must determine:
Research approach
Contact methods
Sampling plan
Research instruments
11
Managing Marketing
Information
Observational Research
The gathering of primary data by observing relevant
people, actions, and situations.
Ethnographic research:
Observation in natural environment
Mechanical observation:
People meters
Checkout scanners
12
Managing Marketing
Information
Survey Research
Most widely used method for primary
data collection.
Approach best suited for gathering
descriptive information.
Can gather information about peoples

knowledge, attitudes, preferences, or
buying behavior.
13
Managing Marketing
Information
Experimental Research
Tries to explain cause-and-effect
relationships.
Involves:
selecting matched groups of subjects
giving different treatments
controlling unrelated factors
checking differences in group responses

14
Managing Marketing
Information
Contact Methods
Mail surveys
Telephone surveys
Personal interviews
Individual interviewing
Focus group interviewing
Online marketing research

Surveys
Experiments
Focus groups
15
Managing Marketing
Information
Sampling Plan
Sample: segment of the population selected to represent the
population as a whole.
Sampling requires three decisions:

Who is to be surveyed?
o Sampling unit
How many people should be surveyed?

o Sample size
How should the people in the sample be chosen?

o Sampling procedure
Probability vs. nonproability samples

16
Managing Marketing
Information

Questionnaires:
What questions to ask?
Form of each question?
Closed-ended questions
Open-ended questions
Wording?
Ordering?
17
Managing Marketing
Information
Mechanical Devices:
People meters
Supermarket scanners
Galvanometer
Eye cameras
18
Managing Marketing
Information
Implementing the Research Plan

Collecting the data
Most expensive phase
Subject to error
Processing the data

Check for accuracy
Code for analysis
Analyzing the data

Tabulate results
19
Managing Marketing
Information
Interpreting and Reporting Findings

Interpret the findings
Draw conclusions
Report to management
Present findings and conclusions that
will be most helpful to decision
making.
20
Managing Marketing
Information
Customer Relationship Management (CRM)

Many companies utilize CRM.
Capture customer information from all sources.
Analyze it in depth.
Apply the results to build stronger relationships.
Companies look for customer touch points.
CRM analysts develop data warehouses and use data

mining techniques to find information out about
customers.
21
Managing Marketing
Information
Customer Relationship Management (CRM)

Benefits of CRM:
Offer better customer service and develop deeper
customer relationships.
Pinpoint and target high-value customers more
effectively.
Better able to cross-sell products and develop
offers tailored to customers.
22
Managing Marketing
Information
Distributing and Using Marketing
Information
Routine information for decision making
Nonroutine information for special situations
Intranets
Extranets
23
Managing Marketing
Information
Other Marketing Research Considerations

Marketing research in small businesses and nonprofit
organizations
International marketing research
Public policy and ethics in marketing research

Consumer privacy
Misuse of research findings
24
Managing Marketing Information
The End
THANK YOU
25

GBUS 207: Principles of Marketing

Hochgeladen von

Dokumentinformationen

Originalbeschreibung:

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

GBUS 207: Principles of Marketing

Hochgeladen von

Copyright:

Verfügbare Formate

GBUS 207

Managing Marketing Information

The Importance of Marketing Information

Marketing managers do not need more information,

Marketing Information System

The MIS helps managers to:

Develop needed information

Assessing Information Needs

Sometimes the company cannot provide the needed

Have to decide whether the benefits of more

Developing Marketing Information

Marketing Research: Systematic design, collection,

The Marketing Research Process

Developing the research plan

Implementing the research plan

Interpreting and reporting the findings

Defining Problem & Objectives

Developing the Research Plan

Developing a plan for gathering it efficiently.

Presenting the written plan to management.

Specific research approaches

Instruments for data collection

Gathering Secondary Data

Commercial data services

Available more quickly and at a lower cost than primary

Must be relevant (fits the research projects needs),

Primary Data Collection

Must be relevant, accurate, current, and unbiased.

Can gather information about peoples

giving different treatments

controlling unrelated factors

checking differences in group responses

Focus group interviewing

Online marketing research

Sampling requires three decisions:

How many people should be surveyed?

How should the people in the sample be chosen?

Probability vs. nonproability samples

Primary Data Collection

Form of each question?

Primary Data Collection

Implementing the Research Plan

Processing the data

Code for analysis

Analyzing the data

Interpreting and Reporting Findings

Customer Relationship Management (CRM)

Apply the results to build stronger relationships.

Companies look for customer touch points.

CRM analysts develop data warehouses and use data

Customer Relationship Management (CRM)

Nonroutine information for special situations

Other Marketing Research Considerations

International marketing research

Public policy and ethics in marketing research

Misuse of research findings

Das könnte Ihnen auch gefallen