MARKETING RESEARCH AND.ppt

8/22/2019 MARKETING RESEARCH AND.ppt

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MARK ANTHONY R. CASEM, MBAPresenter

01 June 2013


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A Marketing Information System ( MKIS) is astructure consisting ofpeople equipment,and procedures to continually gather andanalyze data to provide marketing managerswith information they need to makedecisions.


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1.To define the information requirements of themarketer;

2. To develop the needed information; and

3. To distribute the information at the time theyare needed


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Involving

DEFININGINFORMATIONNEEDS

MarketingPlanningMarketingExecution MarketingControl


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through

DEVELOPINGINFORMATION

InternalRecords MarketingIntelligence MarketingResearchInformationAnalysis


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to

DISTRIBUTINGINFORMATION

DECISION

MAKERS INMARKETING


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INTERNALRECORDS

AccountingRecords

Sales departmentrecords

Customerservice

departmentrecords

Informationgathered by

otherdepartment

ManufacturingRecords


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Refers to the gathering of everyday information

about developments in the marketingenvironment.

The sources of intelligence information arevaried. They may be internal or they may be

external


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It compliments marketing intelligence inproviding useful, information to themarketing department.

- Defined as the systematic gathering,recording, and analyzing of data problemsrelating to the marketing of goods and

services.


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MARKETING RESEARCHserves to provide answers to

many questions including thoseon:

Competitiveproducts ExistingproductsLong-rangeforecasts

Sales Short-rangeforecastsBusiness Trends

MarketCharacteristicsMarketPotentialMarket Share


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Is undertaken by using the scientificmethod which may be defined as a

decision

making approach thatfocuses on being objective and orderly

in testing ideas before accepting

them.


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DEFINITION OF THEPROBLEM

SITUATION ANALYSIS

OBTAINING PRIMARYDATAINTERPRETATION OFDATA

PROBLEM SOLUTION


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The information which areobtained from internal records

and the marketing intelligencesystem should be subjected toanalysis using the methods

applied in marketing research.


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The last activity required of anMKIS is the actual distribution

of information to managers.This is designed to providethem with a better view in

making marketing decisions.


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1. What is a marketing information system?2. What is marketing intelligence?3. What is marketing research?4. What steps are considered in the marketing

research process?


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Identify a small business whichyou consider to benefit frommarketing research. Whatspecific area of research would

you recommend?


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MARKETING RESEARCH AND.ppt

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