Answer from the pre-class reading onlyNegative marks will be applicable for wrong answers

Answer in one or two sentences

Presidency Business School QUIZ no 3

Name Date

Sem 1(MKU) Marketing Management

Two marks each

1What is primary sources of data 2 What are the types of primary

data 3What is census 4Why is census not suitable for

many market researches 5 What is the term given to the pie

taken from a population

Product

Product variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns

Price

List Price Discounts Allowances Payment period Credit terms

Promotion

Sales promotion Advertising Sales force Public relations Direct marketing

Place

Channels Coverage Assortments Locations Inventory Transport

MIS

A marketing information system consists of people equipment procedures to gather sort analyse evaluate distribute needed timely and accurate information to marketing decision makers

1048729 How do we gather information1048729 Internal intelligence systems1048729 Analyse macro environment1048729 Understanding demographics1048729 Other macro environment like- Economic environment- Social cultural environment- Natural environment- Technological environment- Political legal environment

1048729 Components of MIS - Internal company records- Marketing intelligence system- Marketing research

1048729 MIS provides information on- Buyer wants preferences and behaviour- Consumption patterns across geographic areasThus the companies can - Choose its markets better develop better offerings

andexecute better planning

1048729 Managers rely onOrder sales prices costs inventory levels

receivables payablesLet us now examine each of the components

of MIS1 Internal records - Order to payment cycle- Sales information system- Data base data warehousing data mining

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

Two marks each

1What is primary sources of data 2 What are the types of primary

data 3What is census 4Why is census not suitable for

many market researches 5 What is the term given to the pie

taken from a population

Product

Product variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns

Price

List Price Discounts Allowances Payment period Credit terms

Promotion

Sales promotion Advertising Sales force Public relations Direct marketing

Place

Channels Coverage Assortments Locations Inventory Transport

MIS

A marketing information system consists of people equipment procedures to gather sort analyse evaluate distribute needed timely and accurate information to marketing decision makers

1048729 How do we gather information1048729 Internal intelligence systems1048729 Analyse macro environment1048729 Understanding demographics1048729 Other macro environment like- Economic environment- Social cultural environment- Natural environment- Technological environment- Political legal environment

1048729 Components of MIS - Internal company records- Marketing intelligence system- Marketing research

1048729 MIS provides information on- Buyer wants preferences and behaviour- Consumption patterns across geographic areasThus the companies can - Choose its markets better develop better offerings

andexecute better planning

1048729 Managers rely onOrder sales prices costs inventory levels

receivables payablesLet us now examine each of the components

of MIS1 Internal records - Order to payment cycle- Sales information system- Data base data warehousing data mining

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

Product

Product variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns

Price

List Price Discounts Allowances Payment period Credit terms

Promotion

Sales promotion Advertising Sales force Public relations Direct marketing

Place

Channels Coverage Assortments Locations Inventory Transport

MIS

A marketing information system consists of people equipment procedures to gather sort analyse evaluate distribute needed timely and accurate information to marketing decision makers

1048729 How do we gather information1048729 Internal intelligence systems1048729 Analyse macro environment1048729 Understanding demographics1048729 Other macro environment like- Economic environment- Social cultural environment- Natural environment- Technological environment- Political legal environment

1048729 Components of MIS - Internal company records- Marketing intelligence system- Marketing research

1048729 MIS provides information on- Buyer wants preferences and behaviour- Consumption patterns across geographic areasThus the companies can - Choose its markets better develop better offerings

andexecute better planning

1048729 Managers rely onOrder sales prices costs inventory levels

receivables payablesLet us now examine each of the components

of MIS1 Internal records - Order to payment cycle- Sales information system- Data base data warehousing data mining

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

Price

List Price Discounts Allowances Payment period Credit terms

Promotion

Sales promotion Advertising Sales force Public relations Direct marketing

Place

Channels Coverage Assortments Locations Inventory Transport

MIS

A marketing information system consists of people equipment procedures to gather sort analyse evaluate distribute needed timely and accurate information to marketing decision makers

1048729 How do we gather information1048729 Internal intelligence systems1048729 Analyse macro environment1048729 Understanding demographics1048729 Other macro environment like- Economic environment- Social cultural environment- Natural environment- Technological environment- Political legal environment

1048729 Components of MIS - Internal company records- Marketing intelligence system- Marketing research

1048729 MIS provides information on- Buyer wants preferences and behaviour- Consumption patterns across geographic areasThus the companies can - Choose its markets better develop better offerings

andexecute better planning

1048729 Managers rely onOrder sales prices costs inventory levels

receivables payablesLet us now examine each of the components

of MIS1 Internal records - Order to payment cycle- Sales information system- Data base data warehousing data mining

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

Promotion

Sales promotion Advertising Sales force Public relations Direct marketing

Place

Channels Coverage Assortments Locations Inventory Transport

MIS

A marketing information system consists of people equipment procedures to gather sort analyse evaluate distribute needed timely and accurate information to marketing decision makers

1048729 How do we gather information1048729 Internal intelligence systems1048729 Analyse macro environment1048729 Understanding demographics1048729 Other macro environment like- Economic environment- Social cultural environment- Natural environment- Technological environment- Political legal environment

1048729 Components of MIS - Internal company records- Marketing intelligence system- Marketing research

1048729 MIS provides information on- Buyer wants preferences and behaviour- Consumption patterns across geographic areasThus the companies can - Choose its markets better develop better offerings

andexecute better planning

1048729 Managers rely onOrder sales prices costs inventory levels

receivables payablesLet us now examine each of the components

of MIS1 Internal records - Order to payment cycle- Sales information system- Data base data warehousing data mining

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

Place

Channels Coverage Assortments Locations Inventory Transport

MIS

A marketing information system consists of people equipment procedures to gather sort analyse evaluate distribute needed timely and accurate information to marketing decision makers

1048729 How do we gather information1048729 Internal intelligence systems1048729 Analyse macro environment1048729 Understanding demographics1048729 Other macro environment like- Economic environment- Social cultural environment- Natural environment- Technological environment- Political legal environment

1048729 Components of MIS - Internal company records- Marketing intelligence system- Marketing research

1048729 MIS provides information on- Buyer wants preferences and behaviour- Consumption patterns across geographic areasThus the companies can - Choose its markets better develop better offerings

andexecute better planning

1048729 Managers rely onOrder sales prices costs inventory levels

receivables payablesLet us now examine each of the components

of MIS1 Internal records - Order to payment cycle- Sales information system- Data base data warehousing data mining

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

MIS

A marketing information system consists of people equipment procedures to gather sort analyse evaluate distribute needed timely and accurate information to marketing decision makers

1048729 How do we gather information1048729 Internal intelligence systems1048729 Analyse macro environment1048729 Understanding demographics1048729 Other macro environment like- Economic environment- Social cultural environment- Natural environment- Technological environment- Political legal environment

1048729 Components of MIS - Internal company records- Marketing intelligence system- Marketing research

1048729 MIS provides information on- Buyer wants preferences and behaviour- Consumption patterns across geographic areasThus the companies can - Choose its markets better develop better offerings

andexecute better planning

1048729 Managers rely onOrder sales prices costs inventory levels

receivables payablesLet us now examine each of the components

of MIS1 Internal records - Order to payment cycle- Sales information system- Data base data warehousing data mining

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

1048729 How do we gather information1048729 Internal intelligence systems1048729 Analyse macro environment1048729 Understanding demographics1048729 Other macro environment like- Economic environment- Social cultural environment- Natural environment- Technological environment- Political legal environment

1048729 Components of MIS - Internal company records- Marketing intelligence system- Marketing research

1048729 MIS provides information on- Buyer wants preferences and behaviour- Consumption patterns across geographic areasThus the companies can - Choose its markets better develop better offerings

andexecute better planning

1048729 Managers rely onOrder sales prices costs inventory levels

receivables payablesLet us now examine each of the components

of MIS1 Internal records - Order to payment cycle- Sales information system- Data base data warehousing data mining

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

1048729 Components of MIS - Internal company records- Marketing intelligence system- Marketing research

1048729 MIS provides information on- Buyer wants preferences and behaviour- Consumption patterns across geographic areasThus the companies can - Choose its markets better develop better offerings

andexecute better planning

1048729 Managers rely onOrder sales prices costs inventory levels

receivables payablesLet us now examine each of the components

of MIS1 Internal records - Order to payment cycle- Sales information system- Data base data warehousing data mining

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

1048729 Managers rely onOrder sales prices costs inventory levels

receivables payablesLet us now examine each of the components

of MIS1 Internal records - Order to payment cycle- Sales information system- Data base data warehousing data mining

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

11 Order to payment cycle The heart of internal records is the order to payment cycleSales representatives dealers and customers send orders Thesales department prepares an invoice and transmits to all in thecompany Out of stock items are back ordered Shipped itemsare accompanied by shipping and billing documents that aresent to various department

12 Sales information systemMarketing managers need timely report from sales for furtheractions How much has been sold stock pending at thedistributors stock in transit how a consumer promotion hasworked these are some of the information that this systemgives

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

13 Database management Companies collect and organize data according

to customers products sales and then combine all these to arrive at some decision making point

Data warehousing is storing data in one source with multiple files so that retrieval is easy

Data mining is extracting relevant information from the warehouse and analyzing it according to the needs of the situation

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

2 Marketing intelligence system It is a set of procedures and sources

managers use to obtain everyday information about

developments in the marketing environment- Information is got through reading

newspapers books journals customers suppliers

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

1048729 How can one obtain a good marketingintelligence- Motivated sales force can spot new

developments- Distributors retailers and suppliers- Stock holders meetings published reports- Customer advisory panel- Govt data resources- Retail audit consumer panel data- Online customer feedback

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

3 Marketing Research1 What is marketing researchldquoThe systematic gathering

recording and analysing of data about problems related to the marketing of goods and servicesrdquo

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

2 Purpose of research - Decision making tool- facilitation- Risk reduction- Discovering profitable opportunities

3 Marketing research acts as a marketing tool in the following

areas of sales and marketing- Study of consumer behaviour- Product design- Designing distribution channels- Advertising design ndash through consumer perception- Social marketing

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

4 Steps in marketing research- Problem definition- Research design- Field workCollect information- Data Analysis- Report presentationLet us examine each of the steps with its sub activities

Problem definition ndash- Define the issue on hand- Give a correct overview of current scenario and futureobjective

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

Research Design - Data collection Observational research Focus group Research Survey research Behavioral data Experimental research( cause amp effect

relationships)

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

- Research instrument QuestonairsClose-endOpen-end Mechanical instruments like Galvanometers-emotions Tachistoscopes flashes Eye cameras Audiometer-TV - Sampling plan

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

Field work - Planning and supervision Data Analysis - Classifying raw data - Summarising data - Analytical methods to analyse

and then make an inference

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

Application of research - Sales and market analysis - Product research - Corporate research - Advertising research

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences

Barriers to the use of MR A narrow conception of Marketing

Research Uneven caliber of Marketing

researchers Late and erroneous findings by

marketing research Personality and presentational

differences