705721 Marketing Management Marketing Information System

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705721 Marketing ManagementMarketing Information
System
EK BUNCHUA ek_at_ba.cmu.ac.th Department of
Marketing Faculty of Business Administration Chian
g Mai University
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Marketing System
Demographic Economic Environment
Technological Natural Environment
Intermediaries
Marketing Information System
Marketing Information System
Marketing Planning System
Product
Target Customers
Publics
Price
Suppliers
Place
Promotion
Marketing Organization Implementation System
Marketing Control System
Social Cultural Environment
Political Legal Environment
Competitors
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Marketing Information System

• consists of people, equipment, and procedures
  to gather, sort, analyze, evaluate, and
  distribute needed, timely, and accurate
  information to marketing decision makers
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Development of Marketing Information System
From local to national to global business
From price to non-price competition
From buyer needs to buyer wants
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Kotlers Model of MKIS
Marketing Information System
Assessing Information Needs
Developing Information
Internal Records
Marketing Intelligence
Marketing Managers Analysis, Planning,
Implementation, Control
Marketing Environment Target Markets, Marketing
Channels, Suppliers, Competitors, Publics,
Macroenvironment Forces
Distributing Information
Marketing Research
DecisionSupport
Marketing Decisions and Communications
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1. Internal Records

• Reports on orders, sales, prices, costs,
  inventory levels, receivables, payables, and so
  on
• Order-to-payment cycle
• Sales analysis
• Databases, data warehouses, and data mining

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2542 2541 2540 2539 2538 2537
36.0 35.0 32.0 25.0 21.0 20.0
36.0 34.7 30.4 24.5 21.8 18.0
300 275 220 170 150 120
12.0 12.6 13.8 14.4 14.8 15.0
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???????????????????????????????? (2)

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30 25 21 24 100
10.8 9.0 7.6 8.6 36.0
12.5 9.6 7.7 6.2 36.0
1.7 0.6 0.1 -2.4
116 107 101 72
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???????????????????????????????? (3)

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3,800 2,400 1,800 600 8,600
2,400 1,420 1,900 480 6,200
-1,400 -980 100 -120 -2,400
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2. Marketing Intelligence

• A set of procedures and sources used by managers
  to obtain everyday information about developments
  in the marketing environment
• Sales force as eyes and ears
• Distributors, retailers, intermediaries
• Competitors products and activities
• News, publications, Internetetc.

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  ?? 2542

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100 zz zz zz zz zz zz
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3. Marketing Research

• The systematic design, collection, analysis, and
  reporting of data and findings relevant to a
  specific marketing situation facing the company
• Identifying marketing opportunities
• Evaluating of customer satisfaction, customer
  attitudes and perception, purchase intention, ...
• Market test for new productsetc.

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Suppliers of Marketing Research

• Syndicated-service research firms
• Consumer and trade information(selling/subscripti
  on)
• Custom marketing research firms
• Specific research projects (whole process)
• Specialty-line marketing research firms
• Specialized research services (partially)

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Marketing Research Process

• Define the problem and research objectives
• Develop the research plan
• Collect the information
• Analyze the information
• Present the findings
• Make the decision

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Data Types and Sources
Primary Data
Secondary Data

• Internal
• - Ready to use
• - To be processed
• External
• - Published
• - Syndicated
• - Databases

• Qualitative
• - Focus group
• - Depth interview
• - Projective technique
• Quantitative
• - Survey
• - Observation
• - Experiment

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Sampling Plan

• Sampling unit
• Sample size
• Sampling procedure
• Probability sampling
• Non-probability sampling

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Interpretation of Research Findings
Two shoe salespersons went to Africa to conduct a
market assessment
Terrible market. No one wear shoes.
Both had access to exactly the same data but
formed very different conclusions
Wonderful market !! No one wear shoes.
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Overcoming Barriers to the Use of Marketing
Research

• A narrow concept of marketing research
• Uneven caliber of marketing researchers
• Poor framing of the problem
• Late and occasionally erroneous findings by
  marketing research
• Personality and presentational differences

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4. Decision Support System

• A coordinated collection of data, systems, tools,
  and techniques with supporting software and
  hardware by which an organization gathers and
  interprets relevant information from business and
  environment and turns it into a basis for
  marketing action

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????????????????????????????????????????? (1)
Sales 2.308 1.452 (Advertising )
0.781 (No. of retailers) 3.543 (Quality index)
Forecasting Model
Marketing Models
Selecting location for a new retail outlet
gt Visibility gt Competition intensity
gt Traffic of target customers gt Rental cost
Decision Model
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????????????????????????????????????????? (2)
Perceptual Map

• Brand Perception
• Ideal Point

Performance
Economy
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????????????????????????????????????????? (3)
BCG Growth-Share Matrix
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Kotlers Model of MKIS
Marketing Information System
Assessing Information Needs
Developing Information
Internal Records
Marketing Intelligence
Marketing Managers Analysis, Planning,
Implementation, Control
Marketing Environment Target Markets, Marketing
Channels, Suppliers, Competitors, Publics,
Macroenvironment Forces
Distributing Information
Marketing Research
DecisionSupport
Marketing Decisions and Communications
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705721MarketingManagement