Marketing Notes – Managing Marketing Information


Basic notes from core MBA marketing course, focusing on managing marketing information
Subject: 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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