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Transcript of © 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
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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
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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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
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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Starting with Information
Consumer differencesExpanding choicesCompetitionThe global marketplace
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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Deciding on Information Needs
Approaches to planningCategories of information
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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Types of Information Needed for Effective Marketing Decisions
Consumersprimary needspurchase frequencybrand preferencesinformation needsmedia preferencesshopping behavior
agegenderincomeeducationfamily sizeoccupationattitudes
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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Types of Information Needed for Effective Marketing Decisions
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
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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Types of Information Needed for Effective Marketing Decisions
Business Environmentconsumer protectionethical issues tax policiesproposed laws international markets
type of competitioncompetitors’ strengthscompetitors’ strategieseconomic conditionsgovernment regulationsnew technology
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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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
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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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.
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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Internal Information Sources
Customer records and sales information
Production and operations reportsPerformance information
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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External Information Sources
Government reportsTrade and professional associationsBusiness publicationsCommercial data and information
services
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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Marketing Information Systems
InputStorageAnalysisOutputDecision making
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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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
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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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
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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Seeing the Problem Clearly
Define the problemAnalyze the situationDevelop a data-collection procedure
Secondary dataPrimary data
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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
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Gather Information
Select the participantsPopulationRandom sampling
Collect the dataAnalyze the data
Numerical dataNon-numerical data
Prepare results
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Propose a Solution
Research reportsPresenting research resultsWhen to use marketing research
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Sections of a Research Report
Statement of the problemReview of secondary dataResearch proceduresResults of the researchSummary and recommendations
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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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
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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Conducting Surveys
Closed-ended questionsOpen-ended questions
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Focusing on the Issues
Focus groupQuestioning with clarity
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 5
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Making Observations
Observation collects information by recording actions without interacting or communication with the participant.
Recording devices includeVideo camerasAudio recordersBar code scannersEye-tracking photography
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Performing Experiments
Test marketsSimulations