Professional Documents
Culture Documents
A 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.
Purchase information
Collect customer feedback online
Syndicatedservice
Custom
Specialtyline
Collect information
Analyze information Present findings
Make decision
Research Approaches
Observation
Ethnographic
Focus Group Survey
Behavioral Data
Experimentation
Research Instruments
Questionnaires Qualitative Measures Technological Devices
Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing
Potential Market
Available Market
Target Market
Penetrated Market
The End
Question TypesDichotomous
In arranging this trip, did you contact American Airlines?
Yes No
No one
Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Modern...Old-fashioned
Travel ________________________
Make up a story that reflects what you think is happening in this picture. Copyright 2009 Dorling
Kindersley (India) Pvt. Ltd.
Qualitative Measures
Word Association
Projective Techniques
Visualization
Brand Personification
Laddering
Technological Devices
Galvanometers Tachistoscope Eye cameras Audiometers GPS
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents be chosen?
Contact Methods
Mail Questionnaire Telephone Interview Personal Interview Online Interview
What is a Marketing Decision Support System (MDSS)? A marketing decision support system is a coordinated collection of data, systems, tools, and techniques with supporting hardware and software by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
Internal
Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy
Marketing Dashboards
A customer-performance scorecard records how well the company is doing year after year on customer-based measures. A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the companys performance including employees, suppliers, banks, distributors, retailers, and stockholders.