Chapter 4 Managing Marketing Ina.ppt

1、Chapter 4Managing Marketing Information,2,Learning Goals,Explain the importance of information to the company Define the marketing information system Outline the steps in the market research process Explain how companies analyze and distribute information Discuss special issues facing market researc

2、hers,3,Learning Goals,Explain the importance of information to the company Define the marketing information system Outline the steps in the market research process Explain how companies analyze and distribute information Discuss special issues facing market researchers,Case StudyNew Coke,New Coke pr

3、oduct failure Poor sales Over 1,500 phone calls a day from angry customers Old coke returns in only 3 months,Due largely to research failure Tested on taste only not intangibles Decisions based on 60% ratings All for $4 million!,4 - 4,5,Learning Goals,Explain the importance of information to the com

4、pany Define the marketing information system Outline the steps in the market research process Explain how companies analyze and distribute information Discuss special issues facing market researchers,6,Marketing Information System,Marketing Information System (MIS) Consists of people, equipment, and

5、 procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.,Marketing Information System,8,Marketing Information System,Interacts with information users to assess information Develops needed information from internal and exter

6、nal sources Helps users analyze information for marketing decisions Distributes the marketing information and helps managers use it for decision making,PeopleSoft markets databases to optimize customer relationship management,10,Assessing Marketing Information Needs,The MIS serves company managers a

7、s well as external partners The MIS must balance needs against feasibility: Not all information can be obtained Obtaining, processing, sorting, and delivering information is costly,11,Developing Marketing Information,Internal data is gathered via customer databases, financial records, and operations

8、 reports Advantages include quick/easy access to information Disadvantages stem from the incompleteness or inappropriateness of data to a particular situation,Internal data Marketing intelligence Marketing research,Sources of Info,This ad is targeted to businesses to reinforce the importance of a go

9、od internal data for an MIS system,13,Developing Marketing Information,Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment. Competitive intelligence gathering activities have grown dramatically.

10、Many sources of competitive information exist.,Internal data Marketing intelligence Marketing research,Sources of Info,14,Sources of Competitive Intelligence,Company employees Internet Garbage Published information,Competitors employees Trade shows Benchmarking Channel members and key customers,15,D

11、eveloping Marketing Information,Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.,Internal data Marketing intelligence Marketing research,Sources of Info,Greenfield Online runs a teen panel for

12、feedback to clients on this important market,17,Learning Goals,Explain the importance of information to the company Define the marketing information system Outline the steps in the market research process Explain how companies analyze and distribute information Discuss special issues facing market r

13、esearchers,Steps in the Marketing Research Process,19,Step 1: Defining the problem and research objectives,The manager and the researcher must work together. These objectives guide the entire process. Exploratory, descriptive, and causal research each fulfill different objectives.,20,Step 1: Definin

14、g the Problem 12 would make calls at $15. Thus a charge of $15 would produce more revenue (12x$15=$180) than $25 a call (5x$25=$125). (Still, this is far below the in-flight breakeven cost of $1000),45,American Airlines Case:Main Survey Findings (cont.),The promotion of in-flight phone service would

15、 win American about two extra passengers on each flight. The net revenue from these two extra passengers would be about $ 620, but this still would not help meet the breakeven cost. Offering in-flight phone service would strengthen the publics image of American Airlines as an innovative and progress

16、ive airline. However, it would cost American about $200 per flight to create this extra goodwill.,46,Good Marketing Research,Is scientific Is creative Uses multiple methods Realizes the interdependence of models & data Acknowledges the cost & value of information Maintains “healthy” skepticism Is et

17、hical,47,Marketing Research Industry,$ 9 Billion a year is spent on marketing/advertising/public opinion research services around the world US spending on MR is $ 4.6 billion About 39% of the worlds spending for research services goes to the 10 largest MR organizations. About 51% is held by the 25 l

18、argest worldwide organizations Approximately 31% of all research budget (cost) are spent on syndicated research. 19% is spent on custom qualitative studies The remainder is spent on custom quantitative studies,48,Marketing Research Industry in Turkey,Syndicated Services (MR data gathering and report

19、ing) AC Nielsen: Retail Measurement Services - Scan Track - Brand Track- CATI and CAPI AGB: Daily, weekly and monthly reports on the figures/ statistics of reseach, share, rating figures, distribution of ratings on different target groups Biliim International Research Org.: Monthly Advertising Expen

20、diture Surveys HTP Research and Consulting Services: Household consumption panel (weekly visits, monthly report, 12 major cities, 300 households) Information Resources Inc/Panel: Retail audit (Electronic data collection) -Retail information (Supermarket information, Infoscan),49,Analyzing Marketing

21、Information,Information gathered in internal databases and through marketing intelligence and marketing research may require more analysis Statistical analysis and analytical models are often used Managers may need help in applying the info. to their mktg problems and decisions Marketing decision su

22、pport sysytems (MDSS) “coordinated collection of data, systems, tools and techniques with supporting software and hardware, by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action” marketing and sales software

23、programs decision models,50,Customer Relationship Management,Customer relationship management (CRM) software helps manage information by integrating customer data from all sources within a company, analyzing in depth, and applying the results to build stronger relationships “Customer touch points” a

24、re analyzed in order to maximize “customer loyalty”. Data warehouses Data mining techniques “.CRM is not a technology solution.is just one part of an effective overall customer relationship strategy.” CRM software offers many benefits and can help a firm gain a competitive advantage when used as part of a total CRM strategy,51,Distributing and Using Marketing Information,Information Must be Distributed to the Right Managers at the Right Time.,Distributes Nonroutine Information for Special Situations,Distributes Routine Information for