© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 5 MARKETING INFORMATION AND RESEARCH...

© 2009 South-Western, Cengage LearningMARKETINGMARKETING

1

Chapter 5

MARKETING INFORMATIONMARKETING INFORMATIONAND RESEARCHAND RESEARCH

5-1 Understanding the Need for Market Information

5-2 Finding and Managing Marketing Information

5-3 Using Marketing Research

5-4 Collecting Primary Data

CHAPTER

5

© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5

2

Focus Questions:What is your first impression

when viewing the ad?Does the image encourage

you to read the ad?What type of product or

service is Pitney Bowes describing?

Who does it appear the company wants to see the ad?

Why do companies need precise information about their customers?

©P

ITN

EY

BO

WE

S


3

UNDERSTANDING THE NEED FOR MARKETING INFORMATION

GOALSGOALS Explain the importance of information in

making marketing decisions.Describe the categories of information

needed by marketers.

5-1


4

Starting with Information

Consumer differencesExpanding choicesCompetitionThe global marketplace


5

Deciding on Information Needs

Approaches to planningCategories of information


6

Types of Information Needed for Effective Marketing Decisions

Consumersprimary needspurchase frequencybrand preferencesinformation needsmedia preferencesshopping behavior

agegenderincomeeducationfamily sizeoccupationattitudes


7


Marketing Mix discounts location and method of sale type of distribution used display procedures promotion and sales

methods promotional message promotional media

basic products product features services product packaging guarantees after-sale customer

service product price credit choices


8


Business Environmentconsumer protectionethical issues tax policiesproposed laws international markets

type of competitioncompetitors’ strengthscompetitors’ strategieseconomic conditionsgovernment regulationsnew technology


9

FINDING AND MANAGING MARKETING INFORMATION

GOALSGOALSDescribe common sources of internal

and external market information.Explain the five critical elements of an

effective marketing information system.

5-2


10

Sources of Market Information

Steps of the Process Identify the types of information needed.Determine the available sources of each type of

information.Evaluate each source to determine if it meets the

organization’s needs in term of accuracy, time, detail, and cost.

Select the sources that best meet the identified needs.Enter the information into a marketing information

system.


11

Internal Information Sources

Customer records and sales information

Production and operations reportsPerformance information


12

External Information Sources

Government reportsTrade and professional associationsBusiness publicationsCommercial data and information

services


13

Marketing Information Systems

InputStorageAnalysisOutputDecision making


14

Designing an MkIS

QuestionMkIS

ElementWhat information is needed to develop and implement the marketing strategy?

Input

How should the information be maintained so it is in a usable form, secure, and easy to access when needed?

Storage

What methods should be used to organize and study the information decisions?

Analysis

How and when should the information be made available for most effective use?

Output

What ways should the information be used to improve marketing?

Decision Making


15

USING MARKETING RESEARCH

GOALSGOALSDescribe how to define and develop an

understanding of a problem as the first steps toward solving it.

Identify the steps needed to gather and study data relevant to a problem.

Explain how to prepare reports and present proposed solutions.

5-1


16

Seeing the Problem Clearly

Define the problemAnalyze the situationDevelop a data-collection procedure

Secondary dataPrimary data


17

Implementing a Marketing Research Study

1. Define the problem

2. Analyze the situation

3. Develop a data-collection procedure

4. Gather and study information

5. Propose a solution


18

Gather Information

Select the participantsPopulationRandom sampling

Collect the dataAnalyze the data

Numerical dataNon-numerical data

Prepare results


19

Propose a Solution

Research reportsPresenting research resultsWhen to use marketing research


20

Sections of a Research Report

Statement of the problemReview of secondary dataResearch proceduresResults of the researchSummary and recommendations


21

COLLECTING PRIMARY DATA

GOALSGOALSDescribe the purpose of marketing

research surveys.Explain the reasons for and limitations

of using observation.Define various types of marketing

research experiments.

5-4


22

Conducting Surveys

Closed-ended questionsOpen-ended questions


23

Focusing on the Issues

Focus groupQuestioning with clarity


24

Making Observations

Observation collects information by recording actions without interacting or communication with the participant.

Recording devices includeVideo camerasAudio recordersBar code scannersEye-tracking photography


25

Performing Experiments

Test marketsSimulations

© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 5 MARKETING INFORMATION AND RESEARCH...

Documents

Transcript of © 2009 South-Western, Cengage LearningMARKETING 1 Chapter 5 MARKETING INFORMATION AND RESEARCH...