Managing Marketing

Information
Learning Objectives
1.Explain the importance of information in gaining

insights about the marketplace and customers.

2.Define the marketing information system and

discuss its components.

3.Outline the steps in the marketing research

process.
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Learning Objective 3.1

• Explain the importance of

information in gaining insights
about the marketplace and
customers.

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Customer insights
are fresh marketing
information-based
understandings of
customers and the
marketplace that
become the basis for
creating customer
value, engagement, and
relationships.

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Managing Marketing Information

• Marketing information system (MIS) refers to the people

and procedures dedicated to assessing information
needs, developing the needed information, and helping
decision makers to use the information to generate and
validate actionable customer and market insights.

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Marketing Information and Customer Insights

Managing Marketing Information

Figure 3.1 The Marketing Information System

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Learning Objective 3.2
• Define the marketing information system and discuss its
parts.
Assessing Marketing Information Needs
Developing Marketing Information
– Internal Data
– Competitive Marketing Intelligence

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Assessing Marketing Information
Needs
A marketing information system (MIS) provides
information to the company’s marketing and other
managers and external partners such as suppliers,
resellers, and marketing service agencies.

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Developing Marketing Information
Marketers obtain information from
• Internal data
• Marketing intelligence
• Marketing research

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Developing Marketing Information

Internal Data
• Internal databases are collections of consumer and
market information obtained from data sources within the
company network.
• For example, Pizza Hut database contains detailed
customer information on 40 million US households, from
phone orders, online orders and point-of-sale transactions

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INTERNAL DATA

 SALES DEPARTMENT.

 FINANCE DEPARTMENT.

 HUMAN RESOURCE DEPARTMENT.

 MARKETING DEPARTMENT.
Kopparberg Cider | Outside Is Ours |
2018 Advert Full
Competitive Marketing Intelligence

• Competitive marketing intelligence is the systematic

collection and analysis of publicly available information
about consumers, competitors, and developments in the
marketing environment.

• For example, Radian6 helps companies keep of almost

any relevant online conversation.

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Learning Objective 3.3
• Outline the steps in the
marketing research process.

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Marketing Research

Marketing research is the systematic design,

collection, analysis, and reporting of data
relevant to a specific marketing situation facing
an organization.

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Marketing Research
Steps in the Marketing Research Process

Figure 4.2 The Marketing Research Process

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Marketing Research
Defining the Problem and Research Objectives
• Exploratory research
• Descriptive research
• Causal research

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Marketing Research
Exploratory Research Design - is defined
as collecting information in an unstructured
and informal manner.
Examples: Reading periodicals, visiting
competitors premises, examine company
sales and profits vs. industry sales and
profit.

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Marketing Research

Descriptive Research Design

• is to describe things, such as market
potential for a product or the demographics
and attitudes of consumers who buy the
products.
• Portray these variables by answering who,
what, why and how questions.

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Marketing Research

NESTLE BLISS
helps to
shape up and
digestion

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Marketing Research
Causal Research Design

• Causual research is conducted by

controlling various factors to determine
which factor is causing the problem.

• By changing one factor, say price, we can

monitor its effect on a key consequence,
such as sales.
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Marketing Research

NESTLÉ KOKO KRUNCH is a delicious NESTLÉ FITNESSE breakfast cereal

cereal with a rich chocolate taste that helps you shape up your lifestyle.
kids love

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Developing the Research
Plan
• Data Types
• Methods of data
collection
• Sampling design

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Marketing Research
Data Types
• Secondary data is information that already exists
somewhere, having been collected for another purpose.
• Primary data is information collected for the specific
purpose at hand.

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Marketing Research
Data Collection Methods
• Focus groups
• Telephone surveys
• Mail surveys
• Personal interviews
• Mall intercepts
• Internet surveys
• Projective techniques and observations

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Marketing Research
Primary Data Collection
Sampling Plan
• A sample is a segment of the population selected for
marketing research to represent the population as a whole.
– Who is to be studied?
– How many people should be studied? SAMPLE

– How should the people be chosen?

POPULATIO
N

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Marketing Research
• Implementing the Research Plan
– Collecting the information
– Processing the information
– Analyzing the information
• Interpreting and Reporting Findings
– Interpret findings
– Draw conclusions
– Report to management

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Learning Outcome
• Explain the importance of information in gaining insights about the marketplace
and customers.

• Define the marketing information system and discuss its parts.

Assessing Marketing Information Needs Developing Marketing
Information
– Internal Data
– Competitive Marketing Intelligence

• Outline the steps in the marketing research process.

Marketing Research
– Defining the Problem and Research Objectives
– Developing the Research Plan for
 Gathering Secondary Data
 Primary Data Collection
– Implementing the Research Plan
– Interpreting and Reporting Findings
End