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A GLOBAL PERSPECTIVE
MANAGING MARKETING
INFORMATION
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A marketing information system (MIS) consists ofpeople, equipment, and procedures to gather,sort, analyze, evaluate, and distribute needed,timely, and accurate information to marketing
decision makers. Develop needed information
Distribute information
Assessing Marketing
Information Needs
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Assessing Marketing
Information Needs
MIS provides information to the companys
marketing and other managers and external
partners such as suppliers, resellers, and marketing
service agencies
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Marketers can obtain information from: Internal data
Marketing intelligence
Marketing research
Developing Marketing Information
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Advantages:
Can be accessed more
quickly
Less expensive
Disadvantages:
Incomplete information
Wrong form for decisionmaking
Advantages and Disadvantage of InternalDatabases
Developing Marketing Information
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Marketing Intelligence
The goal of marketing intelligence is to:
Improve strategic decision making,
Assess and track competitors actions, and
Provide early warning of opportunities and threats.
Developing Marketing Information
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Marketing researchis thesystematic design, collection,
analysis, and reporting of
data relevant to a specific
marketing situation facing an
organization.
Marketing Research
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Defining the Problem and Research Objectives
Types of objectives:
Exploratory research Descriptive research
Causal research
Marketing Research
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Primary Data Collection
Research approaches
Contact methods Sampling plan
Research instruments
Marketing Research
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Contact Methods
Mail questionnaires
Collect large amounts of information
Low cost Less bias with no interviewer present
Lack of flexibility
Low response rate
Lack of control of sample
Marketing Research
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Contact Methods
Mail, telephone, and personal interviewing
Personal interviewing Individual interviewing
Group interviewing
Marketing Research
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Marketing Research
Research Instruments
Questionnaires
Mechanical devices
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Marketing Research
Research Instruments
Closed-end questionsinclude all the possible answers,and subjects are to make choices among them.
Provides answers that are easier to interpret and tabulate
Open-end questionsallows respondents to answer intheir own words.
Useful in exploratory research
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Customer Relationship Management (CRM) Consists of sophisticated software and analytical
tools
Integrates customer information from all sources
Analyzes it in depth
Applies the results to build stronger customer
relationships
Analyzing Marketing Information
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Customer Relationship Management (CRM) Data warehousesare comprehensive companywide
electronic databases of finely-tuned, detailed customerinformation.
Uses: To understand customers better
To provided higher levels of customer service
To develop deeper customer relationships
To identify high-value customers
Analyzing Marketing Information
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