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MKTG 4381 Marketing Information Systems
Transcript of MKTG 4381 Marketing Information Systems
Forecasting Demand and Conducting Marketing Research
What is a Marketing
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.
Sales information system
Databases, warehousing, data mining
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
Major Forces in
Population age mix
Income, Savings, Debt, Credit
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
Shortage of raw materials
Increased energy costs
Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
Growth of Special Interest Groups
How can we measure market demand?
A Vocabulary for Demand Measurement
Company Sales Forecast
Company Sales Potential
Market Demand Functions
Total Market Potential
Multiple potential number of buyers by average quantity each purchases times price
Area Market Potential
Survey of Buyers’ Intentions
Composite of Sales Force Opinions
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
Define the problem
Develop research plan
Define the Problem
Define the problem
Specify decision alternatives
State research objectives
Types of Research
Step 2: Develop the Research Plan
Ensure questions are free of bias
Make questions simple
Make questions specific
Avoid sophisticated words
Avoid ambiguous words
Avoid words that could be misheard
Use response bands
Use mutually exclusive categories
Allow for “other” in fixed response questions
In arranging this trip, did you contact American Airlines?
With whom are you traveling on this trip?
Spouse and children
An organized tour group
Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones.
Neither agree nor disagree
Airline food service is _____ to me.
Not very important
Not at all important
American Airlines’ food service is _____.
Intention to Buy Scale
What is your opinion of American Airlines?
What is the first word that comes to your mind when you hear the following?
When I choose an airline, the most important consideration in my decision is: ___________________________________________________________________________________________________________.
“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?
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?
Characteristics of Good Marketing Research
Value and cost of information