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Market Information System

This document discusses marketing information systems and marketing research. It covers the components of a modern marketing information system including internal records systems and the marketing intelligence system. It then describes the marketing research system in detail, outlining the marketing research process from defining the problem through analysis and presentation of findings. The document also discusses overcoming barriers to using marketing research and marketing decision support systems. Finally, it covers topics related to forecasting and demand measurement.

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0% found this document useful (0 votes)
253 views4 pages

Market Information System

This document discusses marketing information systems and marketing research. It covers the components of a modern marketing information system including internal records systems and the marketing intelligence system. It then describes the marketing research system in detail, outlining the marketing research process from defining the problem through analysis and presentation of findings. The document also discusses overcoming barriers to using marketing research and marketing decision support systems. Finally, it covers topics related to forecasting and demand measurement.

Uploaded by

akshay2122
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Kotler on Marketing

Marketing is becoming a battle based more on information than on sales power.

The Components of a Modern Marketing Information System


Marketing Information System (MIS)
It consists of people, equipment,and procedures to gather,sort,analyse,evaluate and distribute needed,timely and accurate information to marketing decision makers.

What managers think they need. What managers really need. What is economically feasible.

Internal Record Systems


The Order-to-Payment Cycle Sales Information Systems Databases, Data Warehouses And Data-Mining

The Marketing Intelligence System

A Marketing Intelligence System is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.

Marketing Research System

Marketing Research It is the systematic design,collection,analysis,and reporting of data and findings relevant to a specific marketing situation facing the company. Suppliers of Marketing Research
Engaging students or professors to design and carry out projects Using the Internet Checking out rivals Syndicated-service research firms Custom marketing research firms Specialty-line marketing research firms

The Marketing Research Process

Marketing Research System


The Marketing Research Process
Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives Step 2: Develop the Research Plan
Data Sources Research Approaches
Observational research Focus group research

Marketing Research System


Survey research Behavioral data Experimental research

Research Instruments
Questionnaires Mechanical devices

Marketing Research System


Sampling Plan
Sampling unit Sample size Sampling procedure
Probability and Nonprobability Samples Probability and Nonprobability Samples (Continued)

Marketing Research System


Contact Methods
Mail questionnaire Personal interviewing
Arranged interviews Intercept interviews Online methods
Click-stream Cookies Automated telephone surveys

Marketing Research System


Step 3: Collect the Information Step 4: Analyze the

Information Step 5: Present the Findings Step 6: Make the Decision


The Seven Characteristics of Good Marketing Research The Seven Characteristics of Good Marketing Research

Marketing Research System


Overcoming Barriers to the Use of Marketing Research
A narrow conception of the research Uneven caliber of researchers Poor framing of the problem Late and occasionally erroneous findings Personality and presentational differences

Marketing Decision Support System


Marketing Decision Support System (MDSS)
Marketing and sales software programs
BRANDAID CALLPLAN DETAILER GEOLINE MEDIAC PROMOTER ADCAD CONVERSTORY

Forecasting and Demand Measurement


Which Market to Measure?
Market Potential market Available market Target market (severed market) Penetrated market

Demand Measurement
Market Demand
Market share Market penetration index Share penetration index

Market Demand Functions

Forecasting and Demand Measurement


Market Forecast Market Potential
Product penetration percentage

Company Demand Company Sales Forecast


Sales quota Sales budget

Company Sales Potential

Forecasting and Demand Measurement


Estimating Current demand
Total Market Potential Area Market Potential
Market-Buildup Method Multiple-Factor Index Method
Brand development index (BDI)

Forecasting and Demand Measurement Forecasting and Demand Measurement


Industry Sales and Market Shares

Estimating Future Demand Survey of Buyers Intentions


Forecasting Purchase probability scale

Forecasting and Demand Measurement


Composite of Sales Force Opinions Expert Opinion
Group discussion method Pooling of individual estimates Past-Sales Analysis
Time-series analysis Exponential smoothing Statistical demand analysis Econometric analysis

Market-Test Method

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