Marketing 6621

1. Marketing-Information Management
and Market Research

2. Why is Marketing Information Needed?
To identify potential customers, potential
products, marketing opportunities, solve
marketing problems, implement
marketing plans, and monitor marketing
performance.

3. What type of information are we trying to find?
Customer
Marketing mix
Business Environment

4. What type of information about the consumer?
Demographic
Psychographic
Geographic
Behavioral

5. Which includes…
• Age • Attitudes • Media
• Gender • Primary needs preferences
• Income • Product • Shopping
• Education purchases behavior
• Family size • Purchase
• Home ownership frequency
• Address • Brand
preferences
• Occupation
• Information
• How money is needs
spent

6. Marketing Mix
A planned mix of the controllable elements
of a product's marketing plan
is a general phrase used to describe the different
kinds of choices organizations have to make in the
whole process of bringing a product or service to
market.

7. Marketing Mix
4 P’s of Marketing
-Product
-Price
-Place
-Promotion

8. Business Environment
• Type of competition • New technology
• Competitors’ • Consumer protection
strengths • Ethical issues
• Competitors’ • Tax policies
strategies • Proposed laws
• Economic conditions • International markets
• Government
regulations

9. How do we get the information?
Surveys/Polls/Focus Groups
Census Information
Sales information
Stock Market
Previous Marketing Reports
and more…

10. Quantitative
Vs.
Qualitative

11. Quantitative
Relating to, measuring, or measured by
the quantity of something.
Qualitative
Relating to, measuring, or measured by
the quality of something rather than its
quantity: