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©2000 Prentice Hall Objectives Components of a marketing Components of a marketing information system information system Criteria of good marketing Criteria of good marketing research research Decision support systems for Decision support systems for marketing management marketing management Demand measurement and forecast Demand measurement and forecast
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©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

Jan 01, 2016

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Page 1: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

ObjectivesObjectives

Components of a marketing information Components of a marketing information systemsystem

Criteria of good marketing researchCriteria of good marketing research Decision support systems for marketing Decision support systems for marketing

managementmanagement Demand measurement and forecastDemand measurement and forecast

Page 2: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

A marketing information system (MIS)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.

A marketing intelligence systemmarketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.

Page 3: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Research ApproachesResearch Approaches

BehavioralBehavioral

Focus-groupFocus-group

SurveySurvey

ExperimentalExperimental

ObservationalObservational

Page 4: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Secondary-Data SourcesSecondary-Data Sources

Internal SourcesInternal Sources Government PublicationsGovernment Publications Periodicals and BooksPeriodicals and Books Commercial DataCommercial Data On-LineOn-LineAssociationsAssociationsBusiness InformationBusiness Information

Page 5: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Good Marketing Research:Good Marketing Research:

Is scientificIs scientific Is creativeIs creativeUses multiple methodsUses multiple methodsRealizes the interdependence of models Realizes the interdependence of models

& data& data Acknowledges the cost & value of Acknowledges the cost & value of

informationinformationMaintains “healthy” skepticismMaintains “healthy” skepticism Is ethicalIs ethical

Page 6: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

DemandDemand

MarketDemand

CompanyDemand

Page 7: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Estimating Current DemandEstimating Current Demand

Total Market PotentialTotal Market Potential Area Market PotentialArea Market Potential Industry SalesIndustry Sales Market ShareMarket Share

Page 8: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Estimating Future DemandEstimating Future Demand

Survey of Buyers’ IntentionsSurvey of Buyers’ Intentions Composite of Sales Force OpinionComposite of Sales Force Opinion Expert OpinionExpert Opinion Past Sales AnalysisPast Sales Analysis Market Test MethodMarket Test Method

Page 9: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Macroenvironmental ForcesMacroenvironmental Forces

World trade enablersWorld trade enablers Asian economic powerAsian economic power Rise of trade blocsRise of trade blocs International monetary crisesInternational monetary crises Use of barter & countertradeUse of barter & countertrade Move towards market economiesMove towards market economies ““Global” lifestylesGlobal” lifestyles

Page 10: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Macroenvironmental ForcesMacroenvironmental Forces

Opening of “new” marketsOpening of “new” markets Emerging transnational firmsEmerging transnational firms Cross-border strategic alliancesCross-border strategic alliances Regional ethnic & religious conflictRegional ethnic & religious conflict Global brandingGlobal branding

Page 11: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Demographic EnvironmentDemographic Environment

Worldwide Population GrowthWorldwide Population Growth

Population Age MixPopulation Age Mix

Ethnic MarketsEthnic Markets

Household PatternsHousehold Patterns

Educational GroupsEducational Groups

Geographical Shifts in PopulationGeographical Shifts in Population

Shift from Mass Market to MicromarketsShift from Mass Market to Micromarkets

Page 12: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Economic EnvironmentEconomic Environment

Income DistributionIncome Distribution

Subsistence economiesSubsistence economies

Raw-material-exporting economiesRaw-material-exporting economies

Industrializing economiesIndustrializing economies

Industrial economiesIndustrial economies

Savings, Debt, & Credit AvailabilitySavings, Debt, & Credit Availability

Page 13: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

NaturalEnvironment

Higher PollutionLevels

Higher PollutionLevels

Increased Costsof Energy

Increased Costsof Energy

Shortage of Raw MaterialsShortage of

Raw Materials

Changing Roleof GovernmentChanging Roleof Government

Page 14: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Accelerating Paceof Change

Accelerating Paceof Change

Unlimited Opportunitiesfor Innovation

Unlimited Opportunitiesfor Innovation

IncreasedRegulation

IncreasedRegulation

Issues in the TechnologicalEnvironment

Issues in the TechnologicalEnvironment

VaryingR & D Budgets

VaryingR & D Budgets

Page 15: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Political-Legal

Environment

Political-Legal

Environment

IncreasedLegislation

IncreasedLegislation

Special-InterestGroups

Special-InterestGroups

Page 16: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Social/Cultural EnvironmentSocial/Cultural Environment

OfOfOrganizationsOrganizations

OfOfNatureNature

OfOfOneselfOneself

OfOfSocietySociety

OfOfthe Universethe Universe

OfOfOthersOthers

ViewsThat Express

Values

ViewsThat Express

Values

Page 17: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Social/Cultural EnvironmentSocial/Cultural Environment

Page 18: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Page 19: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

ObjectivesObjectives

Tracking & Identifying Opportunities in Tracking & Identifying Opportunities in the Macroenvironmentthe Macroenvironment

Demographic, Economic, Natural, Demographic, Economic, Natural, Technological, Political, & Cultural Technological, Political, & Cultural DevelopmentsDevelopments

Page 20: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Macroenvironmental ForcesMacroenvironmental Forces

World trade enablersWorld trade enablers Asian economic powerAsian economic power Rise of trade blocsRise of trade blocs International monetary crisesInternational monetary crises Use of barter & countertradeUse of barter & countertrade Move towards market economiesMove towards market economies ““Global” lifestylesGlobal” lifestyles

Page 21: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Macroenvironmental ForcesMacroenvironmental Forces

Opening of “new” marketsOpening of “new” markets Emerging transnational firmsEmerging transnational firms Cross-border strategic alliancesCross-border strategic alliances Regional ethnic & religious conflictRegional ethnic & religious conflict Global brandingGlobal branding

Page 22: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Demographic EnvironmentDemographic Environment

Worldwide Population GrowthWorldwide Population Growth

Population Age MixPopulation Age Mix

Ethnic MarketsEthnic Markets

Household PatternsHousehold Patterns

Educational GroupsEducational Groups

Geographical Shifts in PopulationGeographical Shifts in Population

Shift from Mass Market to MicromarketsShift from Mass Market to Micromarkets

Page 23: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Economic EnvironmentEconomic Environment

Income DistributionIncome Distribution

Subsistence economiesSubsistence economies

Raw-material-exporting economiesRaw-material-exporting economies

Industrializing economiesIndustrializing economies

Industrial economiesIndustrial economies

Savings, Debt, & Credit AvailabilitySavings, Debt, & Credit Availability

Page 24: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

NaturalEnvironment

Higher PollutionLevels

Higher PollutionLevels

Increased Costsof Energy

Increased Costsof Energy

Shortage of Raw MaterialsShortage of

Raw Materials

Changing Roleof GovernmentChanging Roleof Government

Page 25: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Accelerating Paceof Change

Accelerating Paceof Change

Unlimited Opportunitiesfor Innovation

Unlimited Opportunitiesfor Innovation

IncreasedRegulation

IncreasedRegulation

Issues in the TechnologicalEnvironment

Issues in the TechnologicalEnvironment

VaryingR & D Budgets

VaryingR & D Budgets

Page 26: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Political-Legal

Environment

Political-Legal

Environment

IncreasedLegislation

IncreasedLegislation

Special-InterestGroups

Special-InterestGroups

Page 27: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Social/Cultural EnvironmentSocial/Cultural Environment

OfOfOrganizationsOrganizations

OfOfNatureNature

OfOfOneselfOneself

OfOfSocietySociety

OfOfthe Universethe Universe

OfOfOthersOthers

ViewsThat Express

Values

ViewsThat Express

Values

Page 28: ©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing.

©2000 Prentice Hall

Social/Cultural EnvironmentSocial/Cultural Environment