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MKTG 4381 Marketing Information Systems

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by

Mario V. Gonzalez-Fuentes

on 22 September 2016

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Transcript of MKTG 4381 Marketing Information Systems

Observational and ethnographic
Focus group
Survey
Behavioral
Experimental
Marketing Management
Collecting Information,
Forecasting Demand and Conducting Marketing Research

What is a Marketing
Information System?

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.
Internal
Records
Order-to-payment cycle
Sales information system
Databases, warehousing, data mining
Marketing
Intelligence
A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment.
Needs and Trends
Fad
Trend
Megatrend
Major Forces in
the Environment
Demographic
Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
Economic
Consumer
Psychology
Income Distribution
Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies
Income, Savings, Debt, Credit
Socio-Cultural
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
Natural
Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
Technological
Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
Political-Legal
Business Legislation
Growth of Special Interest Groups
Forecasting and
Demand Measurement

How can we measure market demand?
Potential market
Available market
Target market
Penetrated market
A Vocabulary for Demand Measurement
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
Market Demand Functions
Total Market Potential
Estimating
Current Demand
Calculations
Multiple potential number of buyers by average quantity each purchases times price
Chain-ratio method
Area Market Potential
Market-Buildup
Multiple-Factor Index
Estimating
Future Demand
Survey of Buyers’ Intentions
Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method
Marketing
Research
Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
Types of Marketing Research Firms
Syndicated
Custom
Specialty-line
The Marketing
Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make decision
Step 1:
Define the Problem
Define the problem
Specify decision alternatives
State research objectives
Types of Research
Exploratory
Descriptive
Causal
Step 2: Develop the Research Plan
Data sources
Research
Approaches
Research
Instruments
Word Associations
Visualization
Projective Techniques
Brand personification
Laddering
Qualitative
Techniques
Ensure questions are free of bias
Make questions simple
Make questions specific
Avoid jargon
Avoid sophisticated words
Avoid ambiguous words
Avoid negatives
Questionnaires
Avoid hypotheticals
Avoid words that could be misheard
Use response bands
Use mutually exclusive categories
Allow for “other” in fixed response questions
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
Technological
Devices
Question Types
Dichotomous
In arranging this trip, did you contact American Airlines?
 Yes  No
Multiple Choice
With whom are you traveling on this trip?
 No one
Spouse
Spouse and children
Children only
Business associates/friends/relatives
An organized tour group
Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones.
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
Likert Scale
Semantic Differential
American Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned
Importance Scale
Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
Rating Scale
American Airlines’ food service is _____.
Excellent
Very good
Good
Fair
Poor
Question Types
Intention to Buy Scale
Completely Unstructured
What is your opinion of American Airlines?
What is the first word that comes to your mind when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
Word Association
Sentence Completion
When I choose an airline, the most important consideration in my decision is: ___________________________________________________________________________________________________________.
Story Completion
“I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. _______________________________________________________________________________________________________________________________________________________________________________
How likely are you to purchase tickets on American Airlines if in-flight Internet access were available?
Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy
Sampling unit: Who is to be surveyed?
Sample size: How many people should be surveyed?
Sampling procedure: How should the respondents be chosen?
Sampling Plan
Contact
Methods
Characteristics of Good Marketing Research
Scientific method
Research creativity
Multiple methods
Interdependence
Value and cost of information
Healthy skepticism
Ethical marketing
http://www.trendwatching.com
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