MKT-C6 - Dr. Le Thanh Long MKT-C6 - 1...

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Unformatted text preview: Dr. Le Thanh Long MKT-C6 - 1 &¡¢£¤¢¥¦§¨ ©ª «¬¡­§®¢£¯ °±¬¥®§¡ ² &¡¢£¤£¥¦ §¨©©¥ª« §¬¤«¡­ ®¦¯°®ª±¡«£¦² ³¡¤¡®ª¢´ Dr. Le Thanh Long MKT-C6 - 2 Contents • Explain the concept and purpose of a marketing decision support system • Define marketing research and explain its importance to marketing decision making • Describe the steps involved in conducting a marketing research project • Discuss the profound impact of the Internet on marketing research • Discuss the growing importance of scanner-based research • Explain the concept of competitive intelligence Dr. Le Thanh Long MKT-C6 - 3 Marketing Decision Support Systems • Marketing information – information about the marketing environment & to prepare and adjust marketing plans • Decision support system – the information system that enables managers to obtain and manipulate information as they are making decisions Dr. Le Thanh Long MKT-C6 - 4 Marketing Decision Support Systems DSS Systems and Procedures for Data: • Collection • Analyses • Storage • Retrieval • Dissemination MARKETING MANAGER Requests for information Regular and customized reports Dr. Le Thanh Long MKT-C6 - 5 DSS System Characteristics Interactive Interactive Flexible Flexible Discovery-Oriented Discovery-Oriented Accessible Accessible Simple instruction Immediate results, Direct control the process Simple instruction Immediate results, Direct control the process Sort, regroup, total, average and manipulate the data in various ways Sort, regroup, total, average and manipulate the data in various ways Probe for trends Isolate problems Ask “what if” questions Probe for trends Isolate problems Ask “what if” questions Easily to learn how to use a DSS Easily to learn how to use a DSS Dr. Le Thanh Long MKT-C6 - 6 Marketing Decision Support Systems • Database marketing – The creation of a large computerized file of customers’ and potential customer’s profiles and purchase patterns Database Personal computer with access to Databases Dr. Le Thanh Long MKT-C6 - 7 Marketing research • Marketing research – the process of planning. collecting, and analyzing data relevant to a marketing decision • Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes • Marketing research is a main data source for both management information system and DSS Dr. Le Thanh Long MKT-C6 - 8 THE NATURE AND IMPORTANCE OF MARKETING RESEARCH • It is essentially about KEEPING IN TOUCH with the marketing environment • Information is a source of competitive advantage Dr. Le Thanh Long MKT-C6 - 9 Roles of Marketing Research Diagnostic Diagnostic Predictive Predictive Descriptive Descriptive Gathering and presenting Gathering and presenting factual statements factual statements Explaining data Explaining data Addressing Addressing “what if what if ” questions questions Dr. Le Thanh LongDr....
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This note was uploaded on 11/13/2010 for the course BA BA12345 taught by Professor Harry during the Spring '10 term at University of Economics and Technology.

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MKT-C6 - Dr. Le Thanh Long MKT-C6 - 1...

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