©2000 Prentice Hall

Objectives

 Components of a marketing information

system
 Criteria of good marketing research
 Decision support systems for marketing
management
 Demand measurement and forecast

©2000 Prentice Hall

 A 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 system is a set of

procedures and sources used by managers to obtain
everyday information about developments in the
marketing environment.

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 Defining the Problem & Research
Objectives
••Sheds
Shedslight
lighton
onproblem
problem--
Exploratory suggest
Research suggestsolutions
solutionsor
or
new
newideas.
ideas.

Descriptive
Research ••Ascertain
Ascertainmagnitudes.
magnitudes.

••Test
Testcause-
cause-and-effect
and-effect
Causal relationships.
relationships.
Research ••Tests
Testshypotheses
hypothesesaboutaboutcause-
cause-
and-effect
and-effectrelationships.
relationships.
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 Research Approaches

Observational
Observational

Focus-group
Focus-group

Survey
Survey

Behavioral
Behavioral

Experimental
Experimental
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 Secondary-Data Sources

 Internal Sources
 Government Publications
 Periodicals and Books
 Commercial Data
 On-Line
 Associations
 Business Information

©2000 Prentice Hall

 The Marketing Research
Process

Defining
Defining the
the Developing
problem
problem and
and Developing Collect
Collect the
the
research the
the research
research information
research plan
plan information
objectives
objectives

Present
Present the
the Analyze
Analyze the
the
findings
findings information
information

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 Good Marketing Research:

 Is scientific
 Is creative
 Uses multiple methods
 Realizes the interdependence of models
& data
 Acknowledges the cost & value of
information
 Maintains “healthy” skepticism
 Is ethical
©2000 Prentice Hall
 Ninety Types of Demand
Measurement (6 x 5 x 3)
World
Space U.S.A.
level Region
Territory
Customer
All sales
Industry sales
Product Company sales
level Product line sales
Product form sales
Product item sales
Short run Medium run Long run

©2000 Prentice Hall Time level

 Demand

Company
Demand

Market
Demand

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 Estimating Current Demand

 Total Market Potential

 Area Market Potential
 Industry Sales
 Market Share

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 Estimating Future Demand

 Survey of Buyers’ Intentions

 Composite of Sales Force Opinion
 Expert Opinion
 Past Sales Analysis
 Market Test Method

©2000 Prentice Hall

 Review

 Components of a marketing information

system
 Criteria of good marketing research
 Decision support systems for marketing
management
 Demand measurement and forecast

©2000 Prentice Hall