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    The document discusses marketing information systems and how companies can develop marketing information. It explains that a marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. Marketers can obtain information from internal data sources within the company as well as external sources like marketing intelligence and marketing research. Internal data includes information from sales, customer service, and other departments, while marketing intelligence involves collecting publicly available data on competitors. The document provides details on how companies can improve their marketing intelligence collection and analyze various aspects of the macroenvironment that may impact marketing decisions.

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    Group 2

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    45 views74 pages
    The document discusses marketing information systems and how companies can develop marketing information. It explains that a marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. Marketers can obtain information from internal data sources within the company as well as external sources like marketing intelligence and marketing research. Internal data includes information from sales, customer service, and other departments, while marketing intelligence involves collecting publicly available data on competitors. The document provides details on how companies can improve their marketing intelligence collection and analyze various aspects of the macroenvironment that may impact marketing decisions.

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    The document discusses marketing information systems and how companies can develop marketing information. It explains that a marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. Marketers can obtain information from internal data sources within the company as well as external sources like marketing intelligence and marketing research. Internal data includes information from sales, customer service, and other departments, while marketing intelligence involves collecting publicly available data on competitors. The document provides details on how companies can improve their marketing intelligence collection and analyze various aspects of the macroenvironment that may impact marketing decisions.

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    Download as pptx, pdf, or txt
    45 views74 pages

    Group 2

    Uploaded by

    api-286839726
    The document discusses marketing information systems and how companies can develop marketing information. It explains that a marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. Marketers can obtain information from internal data sources within the company as well as external sources like marketing intelligence and marketing research. Internal data includes information from sales, customer service, and other departments, while marketing intelligence involves collecting publicly available data on competitors. The document provides details on how companies can improve their marketing intelligence collection and analyze various aspects of the macroenvironment that may impact marketing decisions.

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    of 74

    CAPTURING

    MARKETING INSIGHTS

    Collecting Information
    Marco Mabute

    Marketing Information
    System

    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.
    Assess the information needs
    Develop needed information
    Analyze information
    Distribute information

    Marketing Information
    System

    MIS provides information to the


    companys marketing and other
    managers and external partners
    such as suppliers, resellers, and
    marketing service agencies.
    A good MIS balances the information
    users would like to have against
    what they need and what is feasible
    to offer.

    Developing Marketing
    Information

    Marketers can obtain information


    from:
    Internal data
    Marketing intelligence
    Marketing Research

    Internal Data

    Internal databases are electronic


    collections of consumer and market
    information obtained from data
    sources within the company network,
    including accounting, marketing,
    customer service, and sales
    departments.

    Internal Records
    Order-to-payment cycle
    Sales information system
    Databases, warehousing, data
    mining

    Advantages and Disadvantages of Internal


    Databases

    Advantages:
    Can be accessed more quickly
    Less expensive
    Disadvantages:
    Incomplete information
    Wrong form for decision making
    Timeliness of information
    Amount of information
    Need for sophisticated equipment and
    techniques

    Marketing Intelligence
    Marketing intelligence is the
    systematic collection and analysis of
    publicly available information about
    competitors and developments in the
    marketplace.
    The goal of marketing intelligence is
    to:
    Improve strategic decision making,
    Assess and track competitors
    actions, and

    Steps to Improve Marketing Intelligence


    Train sales force to scan for new
    developments
    Motivate channel members to share
    intelligence
    Network externally
    Utilize a customer advisory panel
    Utilize government data sources
    Collect customer feedback online
    Purchase information

    Collecting Marketing Intelligence on the


    Internet

    Independent customer goods and


    service forum
    Distributors or sales agents feedback
    sites
    Combo sites offering customer
    review and expert opinion
    Customers complaint sites
    Public blogs

    Analyzing the
    Macroenvironment
    Cinderella Constantino

    Analyzing the
    Macroenvironment

    Needs and Trends


    FAD is unpredictable, short-lived, and
    without social, economic and political
    significance.
    TRENDS more predictable and durable
    than fad. Its reveal the shape of the
    future and can provide strategic
    direction.
    MEGATREND is a large social, economic,
    political and technological change.

    6 Major Forces in a Broad Environment


    Demographic Environment
    Economic Environment
    Sociocultural Environment
    Natural Environment
    Technological Environment
    Political Legal Environment

    The Demographic
    Environment

    Monitor population including:


    World wide population growth
    Population age mix
    Ethnic and other markets
    Educational growth
    Household patterns

    The Economic Environment

    Consumer psychology
    Income distribution
    Income, savings, debt and credit

    The Sociocultural
    Environment

    Views
    Views
    Views
    Views
    Views
    Views

    of
    of
    of
    of
    of
    of

    ourselves
    others
    organizations
    society
    nature
    universe

    Other Cultural
    Characteristics
    HIGH PERSISTENCE OF CORE
    CULTURE VALUES
    The people living in a particular society
    hold many
    core beliefs and values that tend to
    persist.

    EXISTENCE OF SUBCULTURES
    Each society containssubcultures,groups
    with shared

    The Natural Environment

    Natural resources that are needed


    as inputs by marketers or that are
    affected by marketing activities
    Water, forests, oil, coal, minerals

    As resources become more scarce,


    cost increase

    The Technological
    Environment

    Accelerating pace of change


    Unlimited opportunities for innovation
    Varying R&D budgets
    Increased regulation of technological
    change

    The Political Legal


    Environment
    Increase in business legislation
    Growth of special interest group
    consumerist movement organized
    citizens and government to
    strengthen the rights and powers of
    buyers in relationship to sellers.

    Forecasting Demand
    Airon Dela Cruz

    Forecast
    Sales
    Forecast

    Human
    Financ Manufactu PurchasiResources
    e
    ng
    ring
    Raise cash

    Output

    Supplies

    Hire
    Workers

    The Measures of Market Demand

    Market segments:

    Potential Market sufficient level of interest


    to an offer; not enough to define a market.
    Available Market they have interest,
    income, and access to an offer.
    Qualified

    Available Market set of consumers


    who have interest, income, access, and
    qualifications for the offer.

    Target Market part of the qualified


    available market the company decides to
    pursue.
    Penetrated Market already buying the

    Demand Measurement
    Vocabulary

    Market Demand the total volume that


    would be bought by a defined customer
    group in a defined geographical area in a
    defined time period in a defined
    marketing environment under a defined
    marketing program.
    Market Forecast the market demand
    corresponding to only one level of
    industry marketing expenditure.

    Demand Measurement
    Vocabulary

    Market Potential the limit


    approached by market demand as
    industry marketing expenditures
    approach infinity.
    Company Demand the companys
    estimated share of market demand.
    Company Sales Forecast the
    expected level of company sales based
    on a chosen marketing plan and an
    assumed marketing environment.

    Demand Measurement
    Vocabulary

    Company Sales Potential the limit


    approached by company demand as
    company marketing effort increases
    relative to that of competitors.

    Estimating Current Demand

    Total Market Potential the maximum


    sales available to all firms in an industry
    during a given period.

    Average
    Potential BuyersQuantity of
    X
    Purchase

    Price

    Estimating Current Demand

    Area Market Potential the market


    potential of difference cities, states and
    nations.

    Market-Buildup Method identifying all


    the potential buyers in each market and
    estimating their potential purchases.
    Multiple-Factor Index Method
    identifying all the potential buyers in each
    market by referring to a straightforward
    index.

    Estimating Current Demand

    Industry Sales and Market Shares


    the actual industry sales taking place in
    the market.

    Estimating Future Demand


    Good forecasting is a key factor in
    success.
    All forecasts are built on one of three
    information bases:
    What people say
    What people do
    What people have done

    Estimating Future Demand


    Survey of Buyers Intentions
    Composite of Sales Force Opinions
    Expert Opinion
    Past-sales Analysis
    Market-test Method

    Chapter
    4

    Conducting
    Marketing Research
    Fang Mengping(Alisa)
    &
    Li Tingting(Shirley)

    Chapter Questions
    What constitutes good marketing
    research?
    What are the best metrics for measuring
    marketing productivity?
    How can marketers assess their return on
    investment of marketing expenditures?

    Types of Marketing Research


    Firms
    ar
    ke
    tin
    st
    om

    m
    e

    Cu

    ic

    they sell for a fee

    Firms

    rv

    which

    -se

    information,

    trade

    ed
    at

    and

    ic

    consumers

    nd
    Sy

    Gather

    Specialty-line

    Provide
    specialized
    research
    services

    Haired to carry out


    specific projects. They
    design the study and
    report the findings

    Step 1 Define the Problem, the


    Decision Alternatives, and the
    Research Objectives
    Identify and clearly state what the problem is
    and what can be done to solve the problem.
    Be careful not to define the problem too broadly
    or too narrowly for the marketing researcher.
    Determine which problems are the most
    important to solve at a given time.

    Questionnaire Dos and Donts


    Ensure questions are
    free of bias
    Make questions
    simple
    Make questions
    specific
    Avoid jargon
    Avoid sophisticated
    words
    Avoid ambiguous
    words

    Avoid negatives
    Avoid hypotheticals
    Avoid words that
    could be misheard
    Use response bands
    Use mutually
    exclusive categories
    Allow for other in
    fixed response
    questions

    Step2 Developing the Research Plan


    Pros and Cons of Online Research
    Advantages
    Inexpensive
    Fast
    Accuracy of data
    Versatility

    Disadvantages
    Small samples
    Skewed samples
    Technological
    problems
    Inconsistencies

    Step3 Collect the Information


    Four major problems arise in surveys

    01
    Other respondents
    refuse to
    cooperate

    02
    03

    Finally, some
    interviewers will
    be biased or
    dishonest.

    04

    Some respondents
    will be away from
    home or otherwise
    inaccessible and
    must be contacted
    again or replaced

    Still others will


    give biased or
    dishonest answers

    Ste
    p

    4
    5
    6

    Analyze the Information

    Ste
    p

    Present the Findings

    Step

    Make the Decision

    Bringing Marketing
    Research

    to Life with personas

    SECTION

    Personas
    are detailed profiled of one, or perhaps a
    few, hypothetical target market consumer,
    imagined in term of demographic,
    psychographic, geographic or other
    descriptive attitudinal or behavioral
    information.

    Collection Methods and


    Techniques
    Qualitative research is where you seek an
    understanding of why things are a certain
    way. For example, a researcher may stop a
    shopper and ask them why they bought a
    particular product or brand
    Quantitative research refers to measuring
    market phenomena in a numerical sense,
    such as when a bank asks consumers to
    rate their service on a scale of one to ten.

    Analyse and Interpret the


    Data
    You must attach meaning to the data you
    have collected during your market research
    to make sense of it and to develop
    alternative solutions that could potentially
    solve your business problem
    You should determine how the knowledge
    you have gained through researching your
    market can be applied and used to develop
    effective business strategies.

    RNB
    RNB research specializes in qualitative and
    quantitative customer market research.
    It has experience in most major sectors,
    particularly consumer product, media, retail,
    financial services, food and beverages,
    technology, telecommunications and internet
    research.

    Barriers Limiting the Use of


    Marketing Research
    A narrow conception of the research
    Uneven caliber of researchers
    Poor framing of the problem
    Late and occasionally erroneous findings
    Personality and presentational differences

    Market Research Can Fail

    Measuring Marketing
    Productivity
    Step 1 create short-term and long term
    marketing goals
    Step 2 track all time and resources
    spent on your marketing campaigns
    Step 3 monitor sales growth before
    during and after each marketing
    campaigns..

    Step 4 implement track able platforms


    for marketing campaign that have an
    online component
    Step 5 conduct surveys or interview to
    determine brand awareness and discover
    how customer or potential customer hear
    about your business
    Step 6 analyze your online and offline
    trafic

    Step 7 calculate your marketing return


    on investment based on the amount of
    resources spent on the campaign
    compared to the revenue generated form
    the campaign
    Step 8 determine with marketing
    campaign your result

    What are Marketing Metrics?


    Marketing metrics are the set of measures
    that helps marketers quantify, compare, and
    interpret marketing performance.

    ROI: Return on Investment


    Return on marketing investment (ROI) is a
    metric used to measure the overall
    effectiveness of a marketing campaign to
    help marketers make better decisions about
    allocating future investments.
    equals the gain from a program minus the
    cost of the program, divided by the cost of
    the program.
    ROI = (gain - cost) / cost

    Marketing Metrics
    External
    Awareness
    Market share
    Relative price
    Number of complaints
    Customer satisfaction
    Distribution
    Total number of
    customers
    Loyalty

    Internal

    Awareness of goals
    Commitment to goals
    Active support
    Resource adequacy
    Staffing levels
    Desire to learn
    Willingness to change
    Freedom to fail
    Autonomy

    What is Marketing-Mix
    Modeling?
    Marketing-mix models analyze data from a
    variety of sources, such as retailer scanner
    data, company shipment data, pricing,
    media, and promotion spending data, to
    understand more precisely the effects of
    specific marketing activities.

    The Data that Go Into Creating a


    Marketing Mix Model include:
    Economic data
    Industry data
    Category data
    Advertising data
    (including copy
    testing)
    Promotional data
    Competitive data

    Service data
    Product data
    Pricing data
    Features &
    performance
    Market outcome data
    Sales
    Revenues
    Profits

    Marketing Dashboards
    A marketing dashboard is a brief, detailed
    compilation of all of the pertinent data about
    a company's marketing efforts.
    This data may include the results of past
    campaigns in terms of return on investment
    from sales revenue of the products being
    advertised. It may also include customerbased data like brand recognition or
    customer satisfaction levels with specific
    marketing efforts.

    A Customer-performance
    Scorecoard
    Records how well the company is doing
    year after year on such customer-based
    measures. Management should sent target
    goals for each measure and take action
    when results get out of bounds.

    Sample Customer-Performance
    Scorecard Measures
    % of new customers to average #
    % of lost customers to average #
    % of win-back customers to average #
    % of customers in various levels of satisfaction
    % of customers who would repurchase
    % of target market members with brand recall
    % of customers who say brand is most preferred

    A Stakeholder-performance
    scorecard
    Track the satisfaction of various
    constituencies who have a critical interest in
    and impact on the companys performance:
    employees, suppliers, banks, distributors,
    retailers, and stockholders.

    Marketing Measurement Pathway

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