ABOUT THIS CONTENT
Basic notes from core MBA marketing course, focusing on managing marketing informationSubject: Marketing
The Marketing Information System
- People, equipment, procedures to gather, sort, evaluate, distribute needed, timely, accurate information to marketing decision makers
The MIS Components
- Assessing Information Needs
- Distributing Information
- Internal Records
- Information Analysis
- Marketing Intelligence
- Marketing Research
Marketing Research
- Systematic design, collection, analysis and reporting of data and findings
- Relevant to a specific marketing situation
- Links consumer, customer, public to marketer through an exchange of information
- Often project oriented
The Marketing Research Process
- Define the problem and research objectives
- Develop the research plan
- Collect and analyze data
- Interpret and report findings
Developing the Research Plan
- Determine specific information needs
- Survey secondary data sources
- Plan primary data collection
- Choose appropriate contact method and sampling procedure
Market Research and Measurement
- Great difficulties/Great opportunities
- More complex and precise responses
- Substantial requirements in: training, analytics, communication
- Easier in some areas than others
- Areas with more certainty have been more fruitful
- Provide information on various factors
Major Issues
- What to ask and why
- Which tools to use
- Quantitative vs. qualitative research
- Independent research vs. syndicated study
- Cost/value tradeoffs
Quantitative Research Data
- Scanner information
- Static panels
- Diary panels
Advertising Impact Measurement
- Less success
- Mass marketing programs
- Survey psychological impact
- Attitudes lead to behavior
- Measurable surrogates for immeasurable behavior
Database Marketing
- No reliance on surrogates
- Single-source data
- New methods of marketing
- Integrated
- Renders traditional techniques obsolete
- Evolving dialogue
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