1. Copyright © Texas Education Agency, 2011. All rights reserved. Marketing-Information Management

2. Copyright and Terms of Service Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency; 2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency; 3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way; 4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee. 2 Copyright © Texas Education Agency, 2011. All rights reserved.

3.  Need for Speedy Information ◦ Consumers have many choices for spending discretionary income ◦ Businesses want to gain market share ◦ Businesses must obtain information about potential customer’s wants and needs 3

4. Copyright © Texas Education Agency, 2011. All rights reserved.  Developing a product or service can be very expensive.  Making a movie can cost millions of dollars.  Syndicated Research-research conducted by an independent company and then offered for sale to everyone in an industry  Electronic Data-can be viewed instantly worldwide and used to make decisions 4

5. Copyright © Texas Education Agency, 2011. All rights reserved. )  Polls-surveys of people’s opinions  The Gallup Organization-international marketing research firm that uses special software to conduct polls  Engaged Customers-repeat customers who are completely loyal to the company’s products and services ◦ Five times as expensive to attract the business of new customers as it is to retain the loyalty of current customers ◦ Loyal customers greatly increase company profits 5

6. Copyright © Texas Education Agency, 2011. All rights reserved.  Marketing Researchers ◦ Acquire and manage marketing information ◦ Hired by media companies (television, motion pictures, radio, print, Internet) to collect data about their audiences and competition ◦ Track sales of movie tickets, videos, DVDs, newspapers, and books ◦ Track the characteristics of people who are buying sports and entertainment goods and services 6

7. Copyright © Texas Education Agency, 2011. All rights reserved.  U.S. Department of Labor—number of careers in marketing research will increase by 18 to 26 percent through 2014  Much faster growth than other occupations  Most marketing researcher jobs are in large cities  Usually requires an advanced degree such as a master’s degree  Researchers like to explore new ideas and look for trends  Begin as entry-level associates who assist with conducting surveys and compiling reports based on collected data 7

8. Copyright © Texas Education Agency, 2011. All rights reserved. )  When staff researchers work with external research agencies  Hundreds of companies specialize in marketing research  ACNielsen ◦ Major marketing research firm founded in 1923 ◦ Global consumer expert serving more than 9,000 client businesses ◦ Noted for television audience ratings ◦ Divided into businesses that focus on segments of the entertainment industry, such as television or films ◦ More than 21,000 employees 8

9. Copyright © Texas Education Agency, 2011. All rights reserved.  Requires B.S. degree and experience in marketing or marketing research  MBA is a plus  Primary objective of the position-drive profitable revenue for the assigned products 9

10. Copyright © Texas Education Agency, 2011. All rights reserved.  Tasks ◦ Director’s team tracks sales, analyzes advertising data, helps plan media campaigns, and much more ◦ Director-manages the team, makes presentations, creates schedules and action plans, develops training materials, and is the main contact for information 10

11. Copyright © Texas Education Agency, 2011. All rights reserved.  Required Skills ◦ Organization ◦ Communication ◦ Presentation ◦ Proficiency in word processing, database, and presentation software 11