Managing Marketing Information-04

Managing Marketing Information-04 - Managing Marketing...

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1 Managing Marketing Information *Powerpoints refined from Pearson
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2 Outline 1. Assessing Marketing Information Needs 2. Developing Marketing Information 3. Marketing Research 4. Analyzing Marketing Information 5. Distributing and Using Marketing Information 6. Other Marketing Information Considerations
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3 Assessing Marketing Information Needs Marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers Assess the information needs Develop needed information Analyze information Distribute information
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4 Assessing Marketing Information Needs MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
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5 Assessing Marketing Information Needs Characteristics of a good MIS balances the information users would like to have against what they need and what is feasible to offer
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6 Assessing Marketing Information Needs
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7 Developing Marketing Information Marketers can obtain information from: Internal data Marketing intelligence Marketing research
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8 Developing Marketing Information Internal databases are electronic collections of consumer and market information obtained from data sources within the company network, including accounting, marketing, customer service, and sales departments Internal Data
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9 Developing Marketing Information Advantages Can be accessed more quickly Less expensive Disadvantages Incomplete information Wrong form for decision making Timeliness of information Amount of information Need for sophisticated equipment and techniques Advantages and Disadvantage of Internal Databases
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10 Developing Marketing Information Marketing Intelligence Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and developments in the marketplace The goal is to improve strategic decision making, assess and track competitors’ actions, and provide early warning of opportunities and threats
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11 Marketing research Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
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12 Developing Marketing Information Marketing Research Steps in the marketing research process 1. Defining the problem and research objectives 2. Developing the research plan 3. Implementing the plan 4. Interpreting and reporting the findings
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13 Developing Marketing Information Steps in the Marketing Research Process
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Developing Marketing Information Marketing Research
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This note was uploaded on 12/21/2010 for the course BUS 233 taught by Professor Millissacheung during the Spring '10 term at Hong Kong Shue Yan.

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Managing Marketing Information-04 - Managing Marketing...

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