solomon04_media

solomon04_media - CHAPTER 4 Marketing Information and...

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Unformatted text preview: CHAPTER 4 Marketing Information and Research: Analyzing the Business Environment Off-line and Online M A R K E T I N G Real People, Real Choices Fourth Edition Michael R. Solomon Greg W. Marshall Elnora W. Stuart 4-2 Chapter Objectives_1 • Understand the role of the Marketing Information System and the Marketing Decision Support System in marketing decision making • Describe the marketing research process • Understand the differences among exploratory, descriptive, and causal research, and describe some research techniques available to marketers 4-3 Chapter Objectives _2 • Describe the different types of data collection methods and types of samples that researchers use • Understand the growing use of online research 4-4 Figure 4.1: Making and Delivering Value 4-5 Knowledge is Power • A Marketing Information System (MIS) determines what information managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users • 3 components of MIS – data – computer hardware and software – MIS experts 4-6 Figure 4.2: The Marketing Information System 4-7 Marketing Information System • Internal Data System - internal system for communication (e.g., intranet) • Marketing Intelligence - method to get information about the environment • Marketing Research - process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness 4-8 Marketing Research Data • Syndicated research reports – secondary data collected and compiled by firms on a regular basis and sold • Custom research reports – primary data collected to provide answers to specific questions 4-9 Ford Ford conducts extensive market research on consumers’ car preferences 4-10 Figure 4.3: MDSS 4-11 MDSS • Includes analysis and interactive software that allows managers to conduct their own analyses • Table 4.1 presents some examples of questions that might be considered by an MIS versus an MDSS 4-12 Differences in MIS and MDSS MIS • What were our company sales of...
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This note was uploaded on 10/19/2009 for the course MKT 08773 taught by Professor R.grown during the Spring '09 term at Arizona.

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solomon04_media - CHAPTER 4 Marketing Information and...

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