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MARKETING ANALYTICS
Kotler
Keller
Organizational Environment
Task environment
General environment
Organizational
Environment
General Environment
Technological
Labor Market
Internal
Environment
Employees
Culture
Management
Suppliers
/P
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Ec
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Socioc
Le
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Customers
Competitors
Inter
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Task Environment
1)
2)
Information
Information related to:
macro trends
micro effects
particular to their business
environment is constantly presenting new
opportunities and threats.
Marketers should continue monitoring and
adapting to that environment.
3-5
Responsibility
3-6
Evidence (s)
Marketers also have extensive information
about how consumption patterns vary across
countries.
the Swiss consume the most chocolate,
the Greeks eat the most cheese,
the Irish drink the most tea, and
the Austrians smoke the most cigarettes
3-7
Why Information?
3-8
3-9
MIS
consists of:
people,
equipment, and
procedures to gather,
sort,
analyze,
evaluate, and
distribute needed, timely, and accurate information to
marketing decision makers.
3-10
3-12
Internal Records
Marketing managers rely on internal reports on:
1. orders,
2. sales,
3. prices,
4. costs,
5. inventory levels,
6. receivables,
7. Payables
8. By analyzing this information, they can spot
important opportunities and problems.
3-13
Internal Records
1.
2.
3.
4.
Order-to-Payment Cycle
Sales Information System
Databases, Warehousing, Data mining
Marketing Intelligence System
3-14
Order-to-Payment Cycle
1.Customers and sales representatives fax or
e-mail their orders.
2.Computerized warehouses quickly fill these
orders.
3.The billing department sends out invoices as
quickly as possible.
using the Internet and extranets to improve
the speed, accuracy, and efficiency of the
order-to-payment cycle.
3-15
Internal Records
Wal-Mart
knows the sales of each product by store and total each evening.
enables it to transmit nightly orders to suppliers for new shipments of
replacement stock.
Wal-Mart shares its sales data with its larger suppliers such as P&G and
expects P&G to re-supply Wal-Mart stores in a timely manner.
Wal-Mart has entrusted P&G with the management of its inventory.
Outsourcing
3-16
Internal Records
customer database
customer database will contain every customer's:
1.
name,
2. address,
3. past transactions,
4. demographics and
5. psychographics (activities, interests, and
opinions) in some instances.
3-20
Sources of Information
Marketing managers collect marketing
intelligence by:
1.
reading books,
2. newspapers, and trade publications;
3.
talking to customers, suppliers, and
distributors; and
4. meeting with other company managers.
3-22
Trend
Mega-trend
3-24
Aging boomers
Delayed retirement
Changing nature of
work
Greater educational
attainment
Labor shortages
Increased immigration
Rising Hispanic
influence
Shifting birth trends
Widening geographic
differences
Changing age
structure
3-25
Environmental Forces
opportunities and threats
Demographic
Economic
Socio-Cultural
Natural
Technological
Political-Legal
3-26
Household
patterns
Regional
characteristics
Movement
3-27
Economic Environment
$ Purchasing Power
$ Income Distribution
$ Savings Rate
$ Debt
$ Credit Availability
3-28
3-29
Social-Cultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
3-30
Natural Environment
Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
3-31
Technological Environment
Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
3-32
Megatrend
the increase in the percentage of Hispanics
in the total population, represents a major
shift in the nation's center of gravity.
Hispanics made up half of all new workers
in the past decade and will bump up to 25
percent of workers in two generations.
Build-A-Bear
T-Louis-based Build-A-Bear Workshop has cleverly capitalized on the "kiddiecraft" trend in children's toys as well as the trend for interactive
entertainment retailing. Instead of making pottery or
play jewelry,
the chain, with more than 160 stores in the United States, the United Kingdom,
Japan, Denmark, and Korea, allows kids (and adults too) to design their own
teddy bears and other stuffed animals, compete with clothing, shoes, and
accessories.
The chain boasts an average of over $500 per square foot in annual revenue,
double the U.S. mall average, ten percent of sales in 2003 came from
hosting nearly 100,000 parties at a cost to customers of approximately $250
for two hours, which includes a stuffed animal for each child.
Build-A-Bear has created a database on 9 million kids and their households by
inviting customers to register their bears:
3-36
Build-A-Bear
By including a barcode inside the bear, the
company can reunite the owner with the
bear if it gets lost.
The database allows Build-A-Bear to contact
customers by surface and e-mail with gift
certificates, promotions, and party
reminders.
3-37
product-preference test
advertising evaluation
Examples
Research Objectives
Research objectives:
Research Types
Exploratoryresearch: its goal is to shed light
on the real nature of the problem and to suggest
possible solutions or new ideas.
Descriptiveresearch: is it seeks to ascertain
certain magnitudes, such as how many firstclass passengers would purchase in-flight
Internet service at $25.
Causalresearch: Its purpose is to test a causeand-effect relationship.
Data sources
Data sources: Primary data can be
collected in five main ways:
Observation,
Focus groups,
Surveys,
behavioral data, Customers leave traces of
their purchasing behavior in store scanning
data, catalog purchases, and customer
databases.
Experiments.
Behavioral Data
Customers leave traces of their purchasing
behavior in store scanning data, catalog
purchases, and customer databases.
Survey Research
Companies undertake surveys to learn
about people's knowledge, beliefs,
preferences, and satisfaction, and to
measure these magnitudes in the general
population.
Focus Group
is a gathering of six to ten people who are
carefully selected based on certain
demographic, psychographic, or other
considerations and brought together to
discuss at length various topics of interest.
Experimental Research
The most scientifically valid. The purpose of experimental
research is to capture cause-and-effect relationships by
eliminating competing explanations of the observed
findings.
RESEARCH INSTRUMENTS
three main research instruments in
collecting primary data:
1) questionnaires,
2) qualitative measures, and
3) mechanical devices.
Qualitative research
QR techniques are relatively unstructured
measurement approaches that permit a
range of possible responses, and they are
a creative means of ascertaining
consumer perceptions that may otherwise
be difficult to uncover.
seven techniques
Mechanical Devices
SAMPLING PLAN
SAMPLING PLAN After deciding on the research
approach and instruments, the marketing
researcher must design a sampling plan.
1. Sampling unit: Who is to be surveyed?
2. Sample size: How many people should be
surveyed?
3. Sampling procedure: How should the
respondents be chosen?7o
A. Probability Sample
B. Non-probability Sample
CONTACT METHODS
Once the sampling plan has been determined, the marketing
researcher must decide how the subject should be contacted:
1)mail,
2) telephone,
3)personal, or
online interview.
1)
2)
3)
4)
Assuming that the same flight takes place 365 days a year, AA
would annually collect $45,625.
Research creativity
Multiple methods
Interdependence of
models and data
Healthy skepticism
Ethical marketing
consumers