©2000 Prentice Hall Objectives ä Components of a marketing information system ä Criteria of good...

©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


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.


Research ApproachesResearch Approaches

BehavioralBehavioral

Focus-groupFocus-group

SurveySurvey

ExperimentalExperimental

ObservationalObservational


Secondary-Data SourcesSecondary-Data Sources

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


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


DemandDemand

MarketDemand

CompanyDemand


Estimating Current DemandEstimating Current Demand

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


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


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



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


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


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


NaturalEnvironment

Higher PollutionLevels


Increased Costsof Energy


Shortage of Raw MaterialsShortage of

Raw Materials

Changing Roleof GovernmentChanging Roleof Government


Accelerating Paceof Change


Unlimited Opportunitiesfor Innovation


IncreasedRegulation

IncreasedRegulation

Issues in the TechnologicalEnvironment


VaryingR & D Budgets



Political-Legal

Environment

Political-Legal

Environment

IncreasedLegislation


Special-InterestGroups



Social/Cultural EnvironmentSocial/Cultural Environment

OfOfOrganizationsOrganizations

OfOfNatureNature

OfOfOneselfOneself

OfOfSocietySociety

OfOfthe Universethe Universe

OfOfOthersOthers

ViewsThat Express

Values

ViewsThat Express

Values





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



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



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


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


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


NaturalEnvironment





Shortage of Raw MaterialsShortage of

Raw Materials

Changing Roleof GovernmentChanging Roleof Government






IncreasedRegulation

IncreasedRegulation






Political-Legal

Environment

Political-Legal

Environment







OfOfOrganizationsOrganizations

OfOfNatureNature

OfOfOneselfOneself

OfOfSocietySociety

OfOfthe Universethe Universe

OfOfOthersOthers

ViewsThat Express

Values

ViewsThat Express

Values



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