Profesora: Ivonne Martinez

Indicators of market information and of market

research in tourism

Estefani Elizabeth Pat Gómez

 Indicators of market
information

Definition—Marketing Benefits of the Marketing Marketing Information System

Information System (MkIS) Information System Functional Components

It offers a number of key advantages, such as They include data collection and storage,
Computer system that facilitates the flow of
informed decision making, better marketing information analysis and processing,
information to support an organization's
performance, competitive advantages, cost distribution to interested parties, decision
marketing activities. It has collaborative,
efficiency, customer understanding, real-time data, support applications, customer management,
analytical and operational functions. The MkIS
improved collaboration, long-term planning, data integration with others. systems, data security
is considered the company's "window to the
integration and measurable results. and reporting. These elements work together
world" and its main interface with customers.
to provide marketers with information.

The Strategic Role of the

Marketing Decisions
Marketing Information Systems The Role of the Internet
Support System Functions

Large-scale embedded software companies
These systems provide critical information
such as Oracle, SAP, PeopleSoft, and IBM are
that helps companies understand their market
using web-based technologies to redesign
environment, identify opportunities and
business processes. The primary challenge for
threats, and develop effective strategies to
marketers is integrating data generated by e-
compete and achieve competitive advantages
commerce with legacy information systems to
in the market.
have a unified view of each customer.
performs several key functions, including data
analysis, modeling and simulation, forecasting
tools, market segmentation, campaign evaluation,
access to real-time information, content
personalization. , data integration and reporting.
Together, these features empower marketing
professionals to make informed and strategic
decisions, leveraging data and analytics to
optimize their marketing strategies and tactics.
 Data Warehousing MDSS Analyses Marketing Decisions
Marketing decision support systems (MDSS) Support System Functions
IBM defines a data warehouse as a storage space
perform various analyzes to assist in marketing
for enterprise data, which facilitates They play a crucial role in providing insights and
decisions. These analyzes include:
management decisions. It serves as the data analysis to aid marketing decisions. These
foundation for an analytical system, collecting systems typically perform functions such as
Market segmentation analysis.
periodic data points for future analysis. Data data collection, analysis, forecasting, and
Competitor analysis.
warehousing allows marketers to organize and scenario modeling to help marketers make
Forecasting.
store valuable customer and market data derived informed decisions about product launches,
Customer Behavior Analysis.
from daily business operations. pricing strategies, and promotional campaigns.
ROI (Return on Investment) Analysis.

Data Mining
Data Marts n-line Analytical Processing (OLAP)
In marketing, data mining is used to analyze large
Online Analytical Processing (OLAP) in marketing
sets of data with the goal of discovering patterns
refers to a technology that enables interactive
and trends that are relevant to marketing strategies.
Data marts are subsets of data warehouses analysis of multidimensional data, allowing
Some applications include:
focused on specific business functions or marketers to explore and analyze data from
Market Segmentation: Identify groups of
departments. They are smaller, specialized various perspectives easily. In the marketing
customers with similar characteristics to
databases that store and manage data relevant context, OLAP is valuable for:
personalize marketing strategies and messages.
to a particular group within an organization. Market Segmentation Analysis
Customer Behavior Prediction: Use historical
Sales Performance Analysis
data to predict future customer behavior and
Campaign Effectiveness
adapt strategies.

Tracking Internet Users
This is typically done using technologies such as
cookies, pixels, and tracking scripts. While it
allows companies to personalize content and
improve user experience, concerns arise
regarding user privacy.
Developing a Privacy Policy
Companies like DoubleClick faced repercussions for
inadequate privacy practices, which affected their
image and market value. The growing consensus is
that web marketers should openly disclose the
information collected and its use.
PRIVACY AND THE MARKETING
INFORMATION SYSTEM
Privacy is paramount in Marketing Information
Systems. This involves obtaining consent for data
collection, ensuring robust security measures, and
complying with privacy laws. Anonymization
techniques may be used to protect identities, and
providing opt-out options empowers customers to
control their information.
Customer Relationship Management
CRM systems centralize customer data, allowing
companies to gain insights into customer
behavior, preferences, and needs. Key features
of CRM include contact management, sales
automation, marketing automation, and
customer support.
Geographical Information Systems
in marketing involve the use of spatial data and
mapping technology to analyze and visualize
information related to geographic locations.Overall,
GIS provides marketers with a spatial perspective,
enhancing their ability to make data-driven
decisions and tailor strategies to specific
geographic contexts.
CUSTOMER MANAGEMENT SYSTEMS
They are comprehensive tools that centralize and
organize customer information, facilitating
effective customer relationship management.
These systems integrate with sales and marketing
tools, providing analytics for data-driven decisions.
With features such as centralized customer data,
CRM capabilities, and support for sales and
marketing,

MARKETING RESEARCH IN
TOURISM
Research types and their
use in tourism
Research serves various functions
beyond initial discovery. While the
simplest form involves describing
existing phenomena, the pursuit of
knowledge goes beyond mere
accumulation of information.
Descriptive research
Explicative research
Evaluative research
This approach involves studying factors such
as competition, tourist preferences,
destination analysis and the effectiveness of
marketing strategies, with the aim of making
informed decisions and developing effective
strategies to attract and satisfy tourists.
Marketing research particularities in tourism
It adapts to seasonal variations, considers
specific factors of each destination, focuses
on the travel experience, addresses global
cultural diversity and adjusts to
technological influence. Additionally, it can
include community involvement,
recognizing the impact of tourism on local
places. This specific approach seeks to
understand and leverage the distinctive
characteristics of the tourism industry to
develop effective marketing strategies.
Taking the consideration the domain in which
the marketing studies are used can be identified
six types of studies:
Market and clientage studies
Product (services) studies
Promotional activities studies
Distribution study
Sales study is dealing with personal sales
Marketing environment study
Marketing research methodology in tourism
This specific research approach seeks to
understand market trends, tourist behavior,
unique destination characteristics and other
relevant factors to develop effective marketing
strategies in the tourism sector.
Marketing research methodology in
tourism
Continuum research and special (ad hoc)
research.
Quantitative and qualitative research
Primary research and secondary research
“Omnibus” research and colective research
Research at consumer and distributor level