Date post: | 29-Jul-2015 |
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Technology |
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Gathering Information
Marketing Management by:Sylvia O. Liao
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Chapter Questions
• What are the components of a modern marketing information system?
• What are useful internal records?
• What is involved in a marketing intelligence system?
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MIS Systems Provide Information on Buyer Preferences and Behavior:
Dupont’s Pillow Study
Pillow Segments• 23% - stackers• 20% - plumpers• 16% - rollers or folders• 16% - cuddlers• 10% - smashers
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What is a Marketing Information System (MIS)?
A marketing information system consists of :
people, equipment, and procedures
to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate
information to marketing decision makers.
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Table 3.1 Information Needs Probes
• What decisions do you regularly make?• What information do you need to make these
decisions?• What information do you regularly get?• What special studies do you periodically request?• What information would you want that you are not
getting now?• What are the four most helpful improvements that
could be made in the present marketing information system?
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Internal Records and Marketing Intelligence
Order-to-PaymentCycle
Databases,Warehousing,
Data Mining
MarketingIntelligence
System
Sales Information
System
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Steps to Improve Marketing Intelligence
Train sales force to scan for new developmentsTrain sales force to scan for new developments
Motivate channel members to share intelligenceMotivate channel members to share intelligence
Network externallyNetwork externally
Utilize a customer advisory panelUtilize a customer advisory panel
Utilize government data resourcesUtilize government data resources
Purchase informationPurchase information
Collect customer feedback onlineCollect customer feedback online
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Best Buy’s Use of MIS
Best Buy segments its customers into highly differentiated segments known by archetypes like “Buzz,” “Barry,” and “Jill.”
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Table 3.2 Secondary Commercial Data Sources
Nielsen
Information Resources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke
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Sources of Competitive Information
• Independent customer goods and service review forums
• Distributor or sales agent feedback sites• Combination sites offering customer reviews
and expert opinions• Customer complaint sites• Public blogs