Marketing Information Management

Marketing Information Management - Marketing Information...

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Marketing Information Management 1/23/2008 University of North Texas 1 Dr. Kenneth N. Thompson University of North Texas 1/23/2008 1 University of North Texas y Sources of Marketing Information y Marketing Information System Marketing Information Systems y Steps in the Marketing Research Process ± The overall process ± Some “in’s and out’s” of a few steps 1/23/2008 University of North Texas 3
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Marketing Information Management 1/23/2008 University of North Texas 2 Market Targeting Product/Market Selection Market Segmentation Develop Marketing Plan Implemen 1/23/2008 University of North Texas 4 Market Positioning Develop Marketing Mix Implement & Control Information is needed at all stages of the management process External Sources: Internal Records: Secondary Data Government, Trade Associations, Periodicals, Newspapers, Books, Competitors' Annual Reports Internet Sales Volume Data Marketing Expenditures Product Cost Data 1/23/2008 University of North Texas 5 Primary Data Surveys, Observations, Experiments Distributor Reports Customer Feedback
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Marketing Information Management 1/23/2008 University of North Texas 3 MkIS is information (data) that is managed using an organized set of procedures and methods Purpose is to continually gather, evaluate, store, and distribute appropriate, timely, and accurate information for use by marketing decision makers 1/23/2008 University of North Texas 6 Data Collection System Decision Support System Internal records and reports Marketing Analytic Models System nterface stem 1/23/2008 University of North Texas 7 research Marketing intelligence Database User I Sy s
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Marketing Information Management 1/23/2008 University of North Texas 4 1/23/2008 University of North Texas 8 Systematic process of generating information for decision making 1/23/2008 9 University of North Texas . Problem Solving Process Based on the Scientific Method
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Marketing Information Management 1/23/2008 University of North Texas 5 Problem Research Definition Design Sample Selection Data Collection Follow Follow-up up 1/23/2008 University of North Texas 10 Data Analysis Report Problem Research Definition Design Sample Selection Data Collection Follow Follow-up up 1/23/2008 University of North Texas 11 Data Analysis Report
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Marketing Information Management 1/23/2008 University of North Texas 6 y Determine the type of data required y Determine how the data are to be collected ± Primary ± Secondary ± Secondary data ± Services ± Library ± Computer database ± Primary data ± Observation Experimen ± Experiment ± Survey 1/23/2008 University of North Texas 12 Advantages Al t l l Disadvantages M b dtd y Almost always less expensive than primary data y Can be obtained rapidly y Easy to obtain y May be out dated y May be collected only periodically y May not have been collected in the form preferred y May not be able to assess its accuracy 1/23/2008 University of North Texas 13
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Marketing Information Management 1/23/2008 University of North Texas 7 American Stock Exchange •http://www.amex.com •http://www.dnb.com
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This note was uploaded on 03/27/2008 for the course MKTG 3650 taught by Professor Thompson during the Spring '08 term at North Texas.

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Marketing Information Management - Marketing Information...

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