tanner-ppt-ch10 - PrinciplesofMarketing...

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by Jeff Tanner and Mary Anne Raymond by Jeff Tanner and Mary Anne Raymond Principles of Marketing
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Chapter 10 Chapter 10 Gathering and Using Information:  Gathering and Using Information:  Marketing Research and Market Intelligence Marketing Research and Market Intelligence   ©2010 Flat World Knowledge, Inc.
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©2010 Flat World Knowledge, Inc. 3
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Marketing Research Marketing Research Develop product ideas and designs. Determine if there is demand for your product so you know  whether or not to produce it. Identify market segments for your product. Make pricing decisions. Evaluate packaging types. Evaluate in-store promotions. Measure the satisfaction of your customers. Measure the satisfaction of your channel partners. Evaluate the effectiveness of your Web site. Test the effectiveness of ads and their placement. ©2010 Flat World Knowledge, Inc. 4
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Market Intelligence Market Intelligence • Market intelligence is closely related to  marketing research. • Involves gathering information on a regular,  ongoing basis. • Needed to stay in touch with what’s happening  in the marketplace. • Students gather market intelligence when  asking other students about the best professors  for taking classes.  ©2010 Flat World Knowledge, Inc. 5
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Learning Objectives 1. Describe the components of a marketing information  system and each component’s purpose. 2. Explain the situations in which marketing research  should be used versus market intelligence. 3. Describe the limitations of market intelligence and its  ethical boundaries. 4. Explain when marketing research should and should not  be used.  ©2010 Flat World Knowledge, Inc. 6 Marketing Information Systems Marketing Information Systems
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Marketing Information Marketing Information ©2010 Flat World Knowledge, Inc. 7
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Marketing Information Systems (MIS)  Marketing Information Systems (MIS)   Include the following components: • A system for recording internally generated data and  reports. • A system for collecting market intelligence on an  ongoing basis. • Marketing analytics software to help managers with  their decision making. • A system for recording marketing research  information. ©2010 Flat World Knowledge, Inc. 8
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Internally Generated Data and Reports Internally Generated Data and Reports • Clickstream data is data generated about the number of  people who visit a Web site. • An intranet looks like the Web, but limits internal  sensitive information access to employees. • Data mining using analytics software allows filtering 
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This note was uploaded on 04/09/2012 for the course MKT 3301 taught by Professor Johnson during the Spring '11 term at University of Houston - Downtown.

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tanner-ppt-ch10 - PrinciplesofMarketing...

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