2000 Prentice Hall

2000 Prentice Hall

Objectives
Components of a marketing information
system
Criteria of good marketing research
Decision support systems for marketing
management
Demand measurement and forecast
2000 Prentice Hall
A 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 marketing intelligence system is a set of
procedures and sources used by managers to obtain
everyday information about developments in the
marketing environment.
2000 Prentice Hall
Defining the Problem & Research
Objectives
Exploratory
Research
Descriptive
Research
Causal
Research
Test cause- and-effect
relationships.
Tests hypotheses about cause-
and-effect relationships.


Sheds light on problem -
suggest solutions or
new ideas.


Ascertain magnitudes.
2000 Prentice Hall
Research Approaches
Behavioral
Focus-group
Survey
Experimental
Observational
2000 Prentice Hall
Secondary-Data Sources
Internal Sources
Government Publications
Periodicals and Books
Commercial Data
On-Line
Associations
Business Information
2000 Prentice Hall
The Marketing Research
Process
Defining the
problem and
research
objectives
Developing
the research
plan
Collect the
information
Analyze the
information
Present the
findings
2000 Prentice Hall
Good Marketing Research:
Is scientific
Is creative
Uses multiple methods
Realizes the interdependence of
models & data
Acknowledges the cost & value of
information
Maintains healthy skepticism
Is ethical

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
Territory
Region
U.S.A.
Customer
World
Space
level
Short run Medium run Long run
Time level
2000 Prentice Hall
Demand
Market
Demand
Company
Demand
2000 Prentice Hall
Estimating Current Demand
Total Market Potential
Area Market Potential
Industry Sales
Market Share
2000 Prentice Hall
Estimating Future Demand
Survey of Buyers Intentions
Composite of Sales Force Opinion
Expert Opinion
Past Sales Analysis
Market Test Method
2000 Prentice Hall
Review
Components of a marketing information
system
Criteria of good marketing research
Decision support systems for marketing
management
Demand measurement and forecast