Session5_Marketing_Research_students

Session5_Marketing_Research_students - Session 5 Marketing...

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1 Session 5 Marketing Research Ch 5. Managing Marketing Information Jooseop Lim Assistant Professor Department of Marketing John Molson School of Business Concordia University Comm 224 Marketing Management / Mark 201 Introduction to Marketing
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2 The Marketing Research Process Develop the research plan Secondary data collection Primary data collection Implementing the research plan Agenda
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3 What is marketing research? Generating information (1) to identify and refine problems, (2) to solve marketing and other business problems, (3) to identify and to define marketing opportunities, and (4) to evaluate marketing actions. Information: Not only an input for making better decisions, but also an important strategic asset and marketing tool; It can be a chief (sustainable) competitive advantage Information overload, but lack of right data Marketing managers don’t need more information, but they need better information Motivation
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4 Marketing Information Systems
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Mktg Info Systems & Mktg Research Process Assessing information needs Developing needed information Internal databases Marketing Intelligence Marketing Research Develop the research plan Secondary data collection Primary data collection Implementing the research plan Using the findings to assist in decision-making
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Mktg Info Systems Assessing Information Needs Balance is important in assessing the information needs The Information that managers would like to have The Info that managers really need The Info that is feasible to offer
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Mktg Info Systems Developing Needed Information Three different sources of information Internal Data Marketing Intelligence Marketing Research Internal data Sources Accounting dept: Financial statements (Sales, costs, and cash flows) Operations dept: Production schedules, shipments, and inventories
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This note was uploaded on 04/18/2008 for the course MKT 224 taught by Professor Lim during the Winter '08 term at Concordia Canada.

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Session5_Marketing_Research_students - Session 5 Marketing...

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