CH03 - PART CAPTURING MARKETINGINSIGHTS 2...

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© Kotler, Keller, Ang, Leong & Tan  th Marketing Management An Asian Perspective 3-1 CAPTURING  MARKETING INSIGHTS PART 2
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© Kotler, Keller, Ang, Leong & Tan  th Marketing Management An Asian Perspective 3-2 GATHERING Information & Scanning the  Environment Chapter 3
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© Kotler, Keller, Ang, Leong & Tan  th Marketing Management An Asian Perspective 3-3 1. What are the components of a modern marketing information  system? 2. What are useful internal records? 3. What is involved with a marketing intelligence system? 4. What are the key methods for tracking & identifying  opportunities in the macroenvironment? 5. What are some important macroenvironment developments? In this chapter, we address the following questions:
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© Kotler, Keller, Ang, Leong & Tan  th Marketing Management An Asian Perspective 3-4 Adidas’ campaign against counterfeits in the Philippines Counterfeits in Asia   5-7 % global merchandise trade $512b in lost sales 2004 60% are from China fakes close to real thing spend more to stop them
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© Kotler, Keller, Ang, Leong & Tan  th Marketing Management An Asian Perspective 3-5 Components of a Modern Marketing Information System To carry out analysis,  planning, implementation  & control responsibilities marketing managers need  a marketing information  system MIS assess information needs,  develop & distribute it in a  timely manner
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© Kotler, Keller, Ang, Leong & Tan  th Marketing Management An Asian Perspective 3-6 Components of a Modern Marketing Information System Table 3.1 Information Needs Probes
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© Kotler, Keller, Ang, Leong & Tan  th Marketing Management An Asian Perspective 3-7 Components of a Modern Marketing Information System MIS has  3  components 1. internal records system   order-to-payment cycle & sales  2. marketing intelligence system everyday information on developments in  marketing environment 3. marketing research system collection, analysis & reporting of data  relevant to specific marketing situation
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© Kotler, Keller, Ang, Leong & Tan  th Marketing Management An Asian Perspective 3-8 Internal Records & Marketing Intelligence The Order-to-Payment Cycle Heart of internal records system Orders sent to firm; Invoices sent Out-of-stock items back-ordered Customers favor timely delivery Internet improve speed, accuracy  & efficiency
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th An Asian Perspective Internal Records & Marketing Intelligence Sales Information Systems Marketing managers need accurate reports on current sales Carefully interpret sales data to get right signals The 7-Eleven chain in Japan customizes its merchandise  using a sophisticated sales information system
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© Kotler, Keller, Ang, Leong & Tan  th Marketing Management An Asian Perspective 3-10
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This note was uploaded on 11/11/2010 for the course MA 6070 taught by Professor Peter during the Spring '10 term at Chowan University.

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CH03 - PART CAPTURING MARKETINGINSIGHTS 2...

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