WAYAMBA UNIVERSITY OF SRI LANK

Department of Business Management

PGDBM/MBA Programme
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COURSE TITLE: MARKETING MANAGEMENT

COURSE CODE: PG 1232
COURSE LECTURER: T.K. KARANDAKATIYA (P hD)

PGDBM Programme in Business Management ****Intake XVI,2022****

 Intended Learning Outcomes
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On the completion of this handout , you should be able
to:
 Describe the need of marketing insight for managers.

 Describe different information systems available for

marketers.
 Explain the necessity of research in marketing and
research process.
 Explain the newer developments in marketing
information systems.
 Analyze the influence of marketing environment on
marketing decisions.
 Marketing Information Systems
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Making decisions in fast changing world…

Responsibility for identifying significant
marketplace changes.
Internal records: orders, sales, prices, costs,
inventory levels, receivables…
Marketing intelligence system: everyday information
about developments in the marketing environment…
happenings.
Customer databases, Data Warehousing, Data
Mining.
 Customer Database

Marketers must know their customers.

Need to collect and store information: database.

“A customer database is an organized collection of

comprehensive information about individual
customers or prospects that is current, accessible,
and actionable for such marketing purposes as lead
generation, lead qualification, sale of a product or
service, or maintenance of customer relationships”.
Kotler
 Customer Database

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Customer database may include;
• Customer transactions:- volume, prices,….status of
current contacts, supplier’s share, completive
suppliers, buying practices and policies.

• Registration information:- age , income , family

members, birthdays….activities, interests……

• Telephone queries.

•
 Database Marketing
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“DM is the process of building, maintaining, and

using customer databases and other
databases(Products, Suppliers, Resellers) to contact,
transact and build customer relationships.”
Kotler
 Data warehouses and Data mining
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Data warehouses.
• A collection of current data captured, organized, and stored in a
company’s contact center.

Data mining
• The extracting of useful information about individuals, trends,
and segments from the mass of data.
 8

How to use databases:-

• To identify prospects….build database from customer responses.
• To decide who should receive a particular offer.
• To deepen customer loyalty.
• To avoid serious customer mistakes.
 Marketing research
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“Systematic design, collection, analysis, and

reporting of data relevant to a specific marketing
situation facing an organization”.
Marketing research
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Marketing Environment
11
 Marketing Environment
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Demographic factors
 Size and growth of pop…
 Age
 Ethnic mix
 Educational levels
 Household patterns.
Economic environment
 Income distribution
 Savings
 Credit
 Marketing Environment
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Natural environment
 Shortage of raw materials.

 Increasing cost of energy.

 Environmental pollution.

 Intervention of government and other organizations.

 Corporate environmentalism….
 Marketing Environment
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Technological Environment
 Opportunities for innovations
 Varying R & D budgets

 Increased regulations of technological changes

 Accelerating pace of change

Political –legal Environment

 Businesslegislation… product standards,
 Special interest groups…respect rights of
consumers, women, senior citizens…