chapter 3 Marketing Managment 3650 - Marketing Information...

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Marketing Information Management 1/26/2011 University of North Texas 1 Marketing Foundations Marketing Information Management Dr. Kenneth N. Thompson 1/26/2011 University of North Texas 2 Marketing Foundations Overview Sources of Marketing Information Marketing Information Systems Steps in the Marketing Research Process The overall process Some “in’s and out’s” of a few steps 1/26/2011 University of North Texas 5
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Marketing Information Management 1/26/2011 University of North Texas 2 Marketing Foundations Need for Information 1/26/2011 University of North Texas 6 Market Positioning Market Targeting Product/Market Selection Market Segmentation Develop Marketing Mix Develop Marketing Plan Implement Control Information is needed at all stages of the management process Marketing Foundations Data Sources 1/26/2011 University of North Texas 7 External Sources: Secondary Data Government, Trade Associations, Periodicals, Newspapers, Books, Competitors' Annual Reports Internet Primary Data Surveys, Observations, Experiments Internal Records: Sales Volume Data Marketing Expenditures Product Cost Data Distributor Reports Customer Feedback
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Marketing Information Management 1/26/2011 University of North Texas 3 Marketing Foundations Marketing Information Systems (MkIS) 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 1/26/2011 University of North Texas 8 Marketing Foundations MkIS Model 1/26/2011 University of North Texas 9 Data Collection System Internal records and reports Marketing research Marketing intelligence Decision Support System Analytic Models System Database User Interface System
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Marketing Information Management 1/26/2011 University of North Texas 4 Marketing Foundations Frito Lay MKIS 1/26/2011 University of North Texas 10 Marketing Foundations Marketing Research Systematic process of generating information for decision making 1/26/2011 University of North Texas 11 . Problem Solving Process Based on the Scientific Method
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Marketing Information Management 1/26/2011 University of North Texas 5 Marketing Foundations The Marketing Research Process. .. 1/26/2011 University of North Texas 13 Problem Definition Research Design Sample Selection Data Collection Data Analysis Report Follow-up Marketing Foundations Research Design Determine the type of data required Primary Secondary Determine how the data are to be collected Secondary data Services Library Computer database Primary data Observation Experiment Survey 1/26/2011 University of North Texas 14
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Marketing Information Management 1/26/2011 University of North Texas 6 Marketing Foundations Secondary Data Advantages Almost always less expensive than primary data Can be obtained rapidly Easy to obtain Disadvantages May be out-dated May be collected
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chapter 3 Marketing Managment 3650 - Marketing Information...

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