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©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

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Presentation on theme: "©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing."— Presentation transcript:

1

2 ©2000 Prentice Hall

3 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

4 ©2000 Prentice Hall A m mm 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 m mm marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.

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

6 ©2000 Prentice Hall Research Approaches Behavioral Focus-group Survey Experimental Observational

7 ©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

8 ©2000 Prentice Hall The Marketing Research Process Defining the problem and researchobjectives Defining the problem and researchobjectivesDeveloping the research planDeveloping plan Collect the information information Analyze the information information Present the findings findings

9 ©2000 Prentice Hall 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

10 ©2000 Prentice Hall Ninety Types of Demand Measurement (6 x 5 x 3) All sales Company sales Product line sales Product form sales Product item sales Industry sales Product level level Territory Region U.S.A. Customer World Spacelevel Short runMedium runLong run Time level

11 ©2000 Prentice Hall Demand Market Demand Company Demand

12 ©2000 Prentice Hall Estimating Current Demand ä Total Market Potential ä Area Market Potential ä Industry Sales ä Market Share

13 ©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

14 ©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

15 ©2000 Prentice Hall Macroenvironmental Forces ä World trade enablers ä Asian economic power ä Rise of trade blocs ä International monetary crises ä Use of barter & countertrade ä Move towards market economies ä “Global” lifestyles

16 ©2000 Prentice Hall Macroenvironmental Forces ä Opening of “new” markets ä Emerging transnational firms ä Cross-border strategic alliances ä Regional ethnic & religious conflict ä Global branding

17 ©2000 Prentice Hall Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micromarkets

18 ©2000 Prentice Hall Economic Environment Income Distribution Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Savings, Debt, & Credit Availability Savings, Debt, & Credit Availability

19 ©2000 Prentice Hall Natural Environment Higher Pollution Levels Higher Pollution Levels Increased Costs of Energy Increased Costs of Energy Shortage of Raw Materials Shortage of Raw Materials Changing Role of Government Changing Role of Government

20 ©2000 Prentice Hall Accelerating Pace of Change Accelerating Pace of Change Unlimited Opportunities for Innovation Unlimited Opportunities for Innovation Increased Regulation Increased Regulation Issues in the Technological Environment Issues in the Technological Environment Varying R & D Budgets Varying R & D Budgets

21 ©2000 Prentice Hall Political- Legal Environment Political- Legal Environment Increased Legislation Increased Legislation Special- Interest Groups Special- Interest Groups

22 ©2000 Prentice Hall Social/Cultural Environment OfOrganizationsOfNature OfOneself OfSociety Of the Universe OfOthers Views That Express Values Views That Express Values

23 ©2000 Prentice Hall Social/Cultural Environment

24 ©2000 Prentice Hall Review ä Tracking & Identifying Opportunities in the Macroenvironment ä Demographic, Economic, Natural, Technological, Political, & Cultural Developments

25 ©2000 Prentice Hall

26 Objectives ä Tracking & Identifying Opportunities in the Macroenvironment ä Demographic, Economic, Natural, Technological, Political, & Cultural Developments

27 ©2000 Prentice Hall Macroenvironmental Forces ä World trade enablers ä Asian economic power ä Rise of trade blocs ä International monetary crises ä Use of barter & countertrade ä Move towards market economies ä “Global” lifestyles

28 ©2000 Prentice Hall Macroenvironmental Forces ä Opening of “new” markets ä Emerging transnational firms ä Cross-border strategic alliances ä Regional ethnic & religious conflict ä Global branding

29 ©2000 Prentice Hall Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micromarkets

30 ©2000 Prentice Hall Economic Environment Income Distribution Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Savings, Debt, & Credit Availability Savings, Debt, & Credit Availability

31 ©2000 Prentice Hall Natural Environment Higher Pollution Levels Higher Pollution Levels Increased Costs of Energy Increased Costs of Energy Shortage of Raw Materials Shortage of Raw Materials Changing Role of Government Changing Role of Government

32 ©2000 Prentice Hall Accelerating Pace of Change Accelerating Pace of Change Unlimited Opportunities for Innovation Unlimited Opportunities for Innovation Increased Regulation Increased Regulation Issues in the Technological Environment Issues in the Technological Environment Varying R & D Budgets Varying R & D Budgets

33 ©2000 Prentice Hall Political- Legal Environment Political- Legal Environment Increased Legislation Increased Legislation Special- Interest Groups Special- Interest Groups

34 ©2000 Prentice Hall Social/Cultural Environment OfOrganizationsOfNature OfOneself OfSociety Of the Universe OfOthers Views That Express Values Views That Express Values

35 ©2000 Prentice Hall Social/Cultural Environment

36 ©2000 Prentice Hall Review ä Tracking & Identifying Opportunities in the Macroenvironment ä Demographic, Economic, Natural, Technological, Political, & Cultural Developments

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