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MIS Lesson 2
MIS Lesson 2
Outline
The marketing information system (MIS) Assessing information needs Developing information Marketing research processing Information analysis Distributing information
Developing Information
Main Sources and Types 1. Internal records information 2. Marketing intelligence 3. Marketing research Information analysis
Developing Information
Internal Records
Information gathered from sources within the company to evaluate marketing performance and to identify marketing problems and opportunities
Developing Information
Internal Records
Guest information trends (booking patterns, cancellations, occupancy patterns) Guest information management (e.g., guest comment cards, listening to and speaking with guests, mystery shoppers, P.O.S. information Example: Las Vegas Hilton) Corporate customer and marketing intermediary information (e.g., customer and prospective customer
databases)
Developing Information
Marketing Intelligence
Everyday information from internal and external sources about developments in the marketing environment that helps managers to prepare and adjust marketing plans and short-run tactics.
External sources of marketing intelligence - Macromarket information, competitive, new innovation and trends Sources of competitive information
- Annual reports, trade magazines, press releases, and advertisements
Developing Information
Marketing Research
A process used to identify and define marketing opportunities and problems, to monitor and evaluate marketing actions and performance, and to communicate research findings to management.
Example: When McDonalds decided to add salads to its menu, its planners needed to research customers preferences for types of vegetables and dressings.
Most common activities: market share analysis, market potentials sales analysis, business trends, short-range forecasting, competitive Product studies, long-range forecasting, testing of existing products.
1. Own researchers 2. Outside researchers
Secondary data vs. primary data Sample vs. population Research Approaches
Put the plan into action collect and analyze the data
Exploratory Research (Unaware of Problem) Our sales are declining and we dont know why. Would people be interested in our new product idea?
What kind of people are buying Will buyers purchase more of our product? Who buys our our products in a new package? competitors product? Which of two advertising What features do buyers prefer campaigns is more effective? in our product?
Contact Methods (Mail, telephone, personal, internet) Sampling Plan Research Instruments Presenting the Research Plan
Telephone Personal
Good Fair Fair Excellent Excellent Good Fair Excellent Excellent Poor Fair Good Good Poor
Internet
Good Good Fair Poor Excellent Good Excellent
Information Analysis
This involves further and more detailed analysis of marketing intelligence and marketing research data (sometimes this is called secondary analysis of primary data) through:
Distributing Information
Information has no value until managers use it to make better decisions. It must reach the appropriate managers at the right time. Often information arrives too late to be useful.