kotler12e basic 04

8/3/2019 Kotler12e Basic 04

1/34

Managing MarketingInformation

4

Principles of Marketing


2/34

Assessing Marketing

Information Needs

Marketing information system(MIS)consists of people, equipment, andprocedures to gather, sort, analyze,evaluate, and distribute needed, timely, andaccurate information to marketing decisionmakers

Assess the information needs Develop needed information Analyze information Distribute information

4-4


3/34

Developing Marketing Information

Marketers can obtain information from:

Internal data

Marketing intelligence

Marketing research

4-7


4/34

Developing Marketing InformationInternal Data

Internal databases are electronic collectionsof consumer and market informationobtained from data sources within thecompany network, including accounting,marketing, customer service, and salesdepartments

4-8


5/34

Developing Marketing Information

Advantages:

Can be accessed morequickly

Less expensive

Disadvantages: Incomplete information Wrong form for

decision making Timeliness of

information Amount of information Need for sophisticated

equipment andtechniques

4-9

Advantages and Disadvantage of Internal Databases


6/34

Developing Marketing InformationMarketing Intelligence

Marketing intelligence is the systematic collectionand analysis of publicly available information aboutcompetitors and developments in the marketplace

The goal of marketing intelligence is to improve

strategic decision making, assess and trackcompetitors actions, and provide early warning ofopportunities and threats

4-10


7/34

Marketing Research

Marketing research is the systematic design,

collection, analysis, and reporting of datarelevant to a specific marketing situationfacing an organization

4-11


8/34

Marketing Research

Steps in the marketing research process

1. Defining the problem and researchobjectives

2. Developing the research plan

3. Implementing the plan4. Interpreting and reporting the findings

4-12


9/34

Marketing ResearchDefining the Problem and Research Objectives

Types of objectives

Exploratory research

Descriptive research

Causal research

4-13


10/34

Marketing ResearchDefining the Problem and Research Objectives

Exploratory research is the gathering of preliminaryinformation that will help to define the problem andsuggest hypotheses

Descriptive research is to describe things such asmarket potential for a product or the demographics

and attitudes of consumers who buy the productCausal research is to test hypotheses about cause-

and-effect relationships

4-14


11/34

Marketing ResearchDeveloping the Research Plan

Research plan outlines sources of existingdata and spells out the specific researchapproaches, contact methods, samplingplans, and instruments that researchers will

use to gather data

4-15


12/34


Research plan is a written proposal that includes: Management problem

Research objectives

Information needed

How the results will help management decisions

Budget

4-16


13/34


Secondary data consists of information thatalready exists somewhere, having beencollected for another purpose

Primary data consists of information gatheredfor the special research plan

4-17


14/34

Marketing Research

Advantages:

Speed

Cost

Provides datathat a companycannot collect onits own

Disadvantages:

Availability

Relevance

Accuracy Impartial

4-18

Marketing Research


15/34

Marketing ResearchPrimary Data Collection

Research approaches

Contact methods

Sampling plan

Research instruments

4-19


16/34

Marketing Research

Research Approaches

Observational research involves gatheringprimary data by observing relevant people,actions, and situations

Ethnographic research involves sendingtrained observers to watch and interact withconsumers in their natural environment

4-20


17/34

Marketing Research

Research Approaches

Survey research is the most widely usedmethod and is best for descriptiveinformationknowledge, attitudes,preferences, and buying behavior

Flexible People can be unable or unwilling to answer Gives misleading or pleasing answers Privacy concerns

4-21


18/34

Marketing Research

Research Approaches

Experimental research is best for gatheringcausal informationcause-and-effectrelationships

4-22


19/34

Marketing Research

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

4-23


20/34

Marketing Research

Contact Methods

Telephone interviewing Collects information quickly

More flexible than mail questionnaires

Interviewers can explain difficult questions

Higher response rates than mail questionnaires

Interviewers communicate directly with respondents

Higher cost than mail questionnaires

Potential interviewer bias

4-24


21/34

Marketing Research

Contact Methods

Personal interviewing Individual interviewing

Involves talking with people at home or the office, on thestreet, or in shopping malls

Flexible

More expensive than telephone interviews

Group interviewing or focus group interviewing

Involves inviting six to 10 people to talk with a trainedmoderator

4-26


22/34

Marketing Research

Contact Methods

Online marketing research Low cost Speed to administer Fast results Good for hard-to-reach groups

Hard to control whos in the sample Lack of interaction Privacy concerns

4-28


23/34

Marketing Research

Sampling Plan

Sample is a segment of the populationselected for marketing research torepresent the population as a whole

Who is to be surveyed?

How many people should be surveyed? How should the people be chosen?

4-29


24/34

Marketing Research

Sampling Plan

Probability samples: Each populationmember has a known chance of beingincluded in the sample

Non-probability samples: Used whenprobability sampling costs too much ortakes too much time

4-30


25/34

Marketing Research

Research Instruments

Questionnaires Most common

Administered in person, by phone, or online

Flexible

4-32


26/34

Marketing Research

Research Instruments

Closed-end questions include all possible answers,

and subjects make choices among them Provide answers that are easier to interpret and

tabulate

Open-end questions allow respondents to answer in

their own words Useful in exploratory research

4-33


27/34

Marketing Research

Implementing the Research Plan

Collecting the information Processing the information

Analyzing the information

4-34


28/34

Analyzing Marketing Information

CRM consists of sophisticated software andanalytical tools that integrate customerinformation from all sources, analyze it indepth, and apply the results to build

stronger customer relationships

4-35

Customer Relationship Management

(CRM)


29/34



(CRM)

Data warehouses are comprehensive companywideelectronic databases of finely tuned detailedcustomer information

Uses

To understand customers better To provide higher levels of customer service To develop deeper customer relationships To identify high-value customers

4-36


30/34



Touch points: Every contact between the customer

and company Customer purchases Sales force contacts Service and support calls Web site visits Satisfaction surveys Credit and payment interactions Research studies

4-37


31/34

Other Marketing InformationConsiderations

Marketing Research in Small Businesses andNonprofit Organizations

Need information about their industry,competitors, potential customers, andreactions to new offers

Must track changes in customer needs andwants, reactions to new products, andchanges in the competitive environment

4-39


32/34


33/34


Marketing Research in Small Businesses andNonprofit Organizations

Sources of marketing information: Secondary data Trade associations

Chambers of Commerce Government agencies Media

4-41


34/34


International Marketing Research

Additional and different challenges Level of economic development Culture Customs

Buying patterns Difficulty in collecting secondary data Hard-to-reach respondents

4-42

kotler12e basic 04

Documents