2. TopicsTopics
•
Marketing information systemMarketing information system
• Marketing researchMarketing research
-objectives and scope-objectives and scope
-techniques-techniques
-findings-findings
-use of research findings-use of research findings
•
Sources of marketingSources of marketing
3. Marketing Information SystemMarketing Information System
•
Consists of people, equipment and procedures toConsists of people, equipment and procedures to
gather, sort, analyze, evaluate and distribute needed,gather, sort, analyze, evaluate and distribute needed,
timely and accurate information to marketingtimely and accurate information to marketing
decision makers.decision makers.
•
Relies on internal company records, marketingRelies on internal company records, marketing
intelligence activities and marketing research.intelligence activities and marketing research.
4. MarketersMarketers
•
Major responsibility for identifying significantMajor responsibility for identifying significant
marketplace changesmarketplace changes
•
Have two advantages:Have two advantages:
- have disciplined methods of collecting information- have disciplined methods of collecting information
- spend more time than anyone else interacting with- spend more time than anyone else interacting with
customers than anyone else and observing competitioncustomers than anyone else and observing competition
and other firms and groupsand other firms and groups
• Also have extensive information about the howAlso have extensive information about the how
consumption patterns vary across the countryconsumption patterns vary across the country
5. Need for InformationNeed for Information
•
For implementing marketing plans, it requires aFor implementing marketing plans, it requires a
number of decisionsnumber of decisions
•
Companies must posses comprehensive, up-to-dateCompanies must posses comprehensive, up-to-date
information in order to provide insight into andinformation in order to provide insight into and
inspiration for marketinginspiration for marketing
•
Marketing environment is constantly presenting newMarketing environment is constantly presenting new
opportunities and threatsopportunities and threats
• To continuously monitor and adapt to the changingTo continuously monitor and adapt to the changing
marketing environmentmarketing environment
•
To have a rich detail about buyer wants, preferencesTo have a rich detail about buyer wants, preferences
6. AdvantagesAdvantages
•
Companies with superior information enjoys aCompanies with superior information enjoys a
competitive advantagecompetitive advantage
• They can choose their markets better, develop betterThey can choose their markets better, develop better
offerings and execute better marketing planningofferings and execute better marketing planning
7. But…But…
•
Many firms are not sophisticated about gatheringMany firms are not sophisticated about gathering
informationinformation
•
Many do not have marketing research departmentMany do not have marketing research department
• Managers complain about not knowingManagers complain about not knowing
- how to get hold of critical information- how to get hold of critical information
- getting too much information that they cannot use- getting too much information that they cannot use
- getting too little that they really need and- getting too little that they really need and
- getting important information too late- getting important information too late
8. •
The company’s marketing information system shouldThe company’s marketing information system should
be a cross betweenbe a cross between
- what managers think they need- what managers think they need
- what they really need and- what they really need and
- what is economically feasible- what is economically feasible
• An internal MIS committee can interview a crossAn internal MIS committee can interview a cross
section of marketing managers to discover theirsection of marketing managers to discover their
information needs.information needs.
9. Information Needs ProbesInformation Needs Probes
•
What decisions do you regularly?What decisions do you regularly?
• What information do you need to make theseWhat information do you need to make these
decisions?decisions?
• What information do you regularly get?What information do you regularly get?
•
What special studies do you periodically request?What special studies do you periodically request?
• What information would you want that you are notWhat information would you want that you are not
getting now?getting now?
10. • What information would you want daily? Weekly?What information would you want daily? Weekly?
Monthly? Yearly?Monthly? Yearly?
•
What magazines and trade reports would you like toWhat magazines and trade reports would you like to
see on a regular basis?see on a regular basis?
• What topics would you like to be kept informed of?What topics would you like to be kept informed of?
• What data analysis programs would you want?What data analysis programs would you want?
•
What are the most helpful improvements that couldWhat are the most helpful improvements that could
be made in the present marketing information system?be made in the present marketing information system?
11. DEFINITION FOR MARKETINGDEFINITION FOR MARKETING
RESEARCHRESEARCH
Marketing research is the systematic and objectiveMarketing research is the systematic and objective
search for and analysis of information relevant to thesearch for and analysis of information relevant to the
identification and solution of any problem in the fieldidentification and solution of any problem in the field
of marketing.of marketing.
12. It emphasizes that all the activities to be carried outIt emphasizes that all the activities to be carried out
during research should be systematically planned andduring research should be systematically planned and
the objective of the research is to improve marketingthe objective of the research is to improve marketing
decision, rather than to prove or disprove a manager’sdecision, rather than to prove or disprove a manager’s
prior opinion.prior opinion.
13. OBJECTIVE OF TOURISMOBJECTIVE OF TOURISM
MARKETING RESEARCHMARKETING RESEARCH
•
Establish an information base to be anchored onEstablish an information base to be anchored on
periodic and consistent service that will supplyperiodic and consistent service that will supply
tourism intelligence on a regular basis.tourism intelligence on a regular basis.
•
Provide projectable information on tourism needs forProvide projectable information on tourism needs for
marketing and development planning.marketing and development planning.
14. •
Develop the analytical capacity required to interpretDevelop the analytical capacity required to interpret
research findings for decision making purposes.research findings for decision making purposes.
• Develop a research capability to deal with specificDevelop a research capability to deal with specific
problems that are not of a recurring natureproblems that are not of a recurring nature..
15. SCOPE OF RESEARCHSCOPE OF RESEARCH
•
Research into customer needsResearch into customer needs
• Research into customer expectationsResearch into customer expectations
•
Customer perception studiesCustomer perception studies
• Monitoring of service deliveryMonitoring of service delivery
•
Customer surveysCustomer surveys
• Similar industry studiesSimilar industry studies
16. •
Research into service intermediariesResearch into service intermediaries
• Key client studiesKey client studies
•
Customer panelsCustomer panels
• Transaction analysisTransaction analysis
•
Analysis of complaintsAnalysis of complaints
• Employee researchEmployee research
17. DIFFERENCE B/W MARKETINGDIFFERENCE B/W MARKETING
RESEARCH FOR SERVICE ANDRESEARCH FOR SERVICE AND
PRODUCTSPRODUCTS
1.Attitudes in service organizations towards marketing1.Attitudes in service organizations towards marketing
research.research.
•
EthicalEthical
•
SizeSize
•
EconomicEconomic
•
Monopolistic organizationMonopolistic organization
•
ManagerialManagerial
• Customer contactCustomer contact
18. •
Quality of secondary sources on servicesQuality of secondary sources on services
• Problems deriving from the characteristics of servicesProblems deriving from the characteristics of services
•
Problems in researching new services.Problems in researching new services.
19. SOURCES OF MARKETINGSOURCES OF MARKETING
BrochuresBrochures
StrengthsStrengths::
•
They are very mobile form of marketing because oneThey are very mobile form of marketing because one
can take it home and give them to friends and family.can take it home and give them to friends and family.
•
They have souvenir value and can be referred to later.They have souvenir value and can be referred to later.
• They can be developed to reach on market or as aThey can be developed to reach on market or as a
series to reach a variety of markets.series to reach a variety of markets.
20. WeaknessWeaknesses:es:
• They are passive and impersonal form of promotion.They are passive and impersonal form of promotion.
•
People must make efforts to get them and then readPeople must make efforts to get them and then read
them.them.
•
It tends to reach small audiences and must beIt tends to reach small audiences and must be
targeted at specific markets to be effective.targeted at specific markets to be effective.
•
Because brochures are over used, people tend toBecause brochures are over used, people tend to
overlook them.overlook them.
21. NewslettersNewsletters
Newsletters are exactly that- “news” letter. They areNewsletters are exactly that- “news” letter. They are
used to keep people up-to-date about what is going onused to keep people up-to-date about what is going on
in an organization.in an organization.
StrengthsStrengths::
• They can be written informallyThey can be written informally
• They are good for reaching special markets.They are good for reaching special markets.
• They can be inexpensive to produce.They can be inexpensive to produce.
22. WeaknessesWeaknesses::
• Not effective at reaching new audiencesNot effective at reaching new audiences
•
Expensive for large marketsExpensive for large markets
• The use of high quality material, can make the cost ofThe use of high quality material, can make the cost of
producing prohibitive.producing prohibitive.
23. MagazinesMagazines
StrengthsStrengths::
•
Very good for reaching selected marketsVery good for reaching selected markets
• Quality advertisementQuality advertisement
•
More circulatingMore circulating
• Can be referred later.Can be referred later.
24. WeaknessWeakness::
• It is difficult to make changes between the time aIt is difficult to make changes between the time a
matter is accepted and published.matter is accepted and published.
•
Most magazines, except for weekly magazines, lack aMost magazines, except for weekly magazines, lack a
sense of immediacy.sense of immediacy.
•
Readers only read what interests them and may notReaders only read what interests them and may not
read the whole magazine.read the whole magazine.
• People gets attracted by photographs and may skipPeople gets attracted by photographs and may skip
the contents of the magazine.the contents of the magazine.
25. NewspapersNewspapers
StrengthsStrengths::
• Newspapers handle long detailed messagesNewspapers handle long detailed messages
•
They reach markets at national, regional and local levels.They reach markets at national, regional and local levels.
• They reach both select and diverse markets.They reach both select and diverse markets.
• They are an excellent medium to use to promote local eventsThey are an excellent medium to use to promote local events
or activitiesor activities
• People can retain the information important for them.People can retain the information important for them.
26. WeaknessWeakness
• Readers are selective in reading.Readers are selective in reading.
•
It is expensive for non-profit organizations or smallIt is expensive for non-profit organizations or small
business.business.
27. TelevisionTelevision
StrengthStrength::
•
It uses both sight and sound for promotion.It uses both sight and sound for promotion.
• It is versatile.It is versatile.
•
It can be used nationally, regionally or locally.It can be used nationally, regionally or locally.
• It reaches specific or diverse markets.It reaches specific or diverse markets.
•
It can be used to cover an event or activity “live”.It can be used to cover an event or activity “live”.
28. Weakness:Weakness:
• It is expensive.It is expensive.
•
Messages that are short are easily ignoredMessages that are short are easily ignored
• Time slots in peak period is limited and often tooTime slots in peak period is limited and often too
expensive.expensive.
29. RadioRadio
StrengthsStrengths
• Large diverse marketLarge diverse market
• Can cover events and activities liveCan cover events and activities live
• Used locallyUsed locally
•
Can listen to it while doing something elseCan listen to it while doing something else
•
Excellent medium for reaching people on moveExcellent medium for reaching people on move
• Comparatively low costComparatively low cost
• Repeated frequentlyRepeated frequently
30. WeaknessesWeaknesses
• They are usually short and easy to miss or ignoreThey are usually short and easy to miss or ignore
•
Cannot be used to demonstrate a processCannot be used to demonstrate a process
32. WeaknessWeakness::
• Continuous updation is needed.Continuous updation is needed.
•
Only those who uses the particular site will getOnly those who uses the particular site will get
benefit out of it.benefit out of it.
•
Users may overlook the informationUsers may overlook the information
33. TECHNIQUES OF MARKETINGTECHNIQUES OF MARKETING
RESEARCHRESEARCH
Different techniques of marketing research are:Different techniques of marketing research are:
• Personal or face to face interviewsPersonal or face to face interviews
•
Postal questionnairesPostal questionnaires
•
Telephone interviewsTelephone interviews
34. PERSONAL OR FACE-TO-FACEPERSONAL OR FACE-TO-FACE
INTERVIEWSINTERVIEWS
Enable interviewer to meet the respondent and ask more detailedEnable interviewer to meet the respondent and ask more detailed
questionsquestions
ADVANTAGESADVANTAGES
• Can stimulate the interest .Can stimulate the interest .
• Can see and assess respondent to ensure correct interpretation ofCan see and assess respondent to ensure correct interpretation of
responses.responses.
• Enables items to be shown such as pictures, lists ofEnables items to be shown such as pictures, lists of
products or sample advertisements.products or sample advertisements.
• Facilitates more detailed informationFacilitates more detailed information
35. Disadvantages:Disadvantages:
• High cost .High cost .
• Interviewer’s attitude may influence response.Interviewer’s attitude may influence response.
•
Requires trained interviewersRequires trained interviewers
•
Can be time consuming with low response rate.Can be time consuming with low response rate.
36. POSTAL QUESTIONNAIRESPOSTAL QUESTIONNAIRES
ADVANTAGES:ADVANTAGES:
•
Relatively inexpensive;Relatively inexpensive;
• Can easily cover large geographic areas;Can easily cover large geographic areas;
•
Needs little skill to implementNeeds little skill to implement
DISADVANTAGESDISADVANTAGES
•
Response rates may be low and biased to extreme -veResponse rates may be low and biased to extreme -ve
and +ve views.and +ve views.
•
Respondents need reassurance of no follow up salesRespondents need reassurance of no follow up sales
call.call.
37. TELEPHONE INTERVIEWSTELEPHONE INTERVIEWS
ADVANTAGES:ADVANTAGES:
• More economic;More economic;
• Easy to cover large geographic areas;Easy to cover large geographic areas;
•
Can record conversation or input responses directlyCan record conversation or input responses directly
into computer to produce fast results;into computer to produce fast results;
• Achieves higher responses.Achieves higher responses.
38. DISADVANTAGESDISADVANTAGES
• May be difficult to contact some people, so difficultMay be difficult to contact some people, so difficult
to achieve quotas;to achieve quotas;
•
Telephoning can be expensive;Telephoning can be expensive;
•
Lack face to face interaction .Lack face to face interaction .
39. How to make your research moreHow to make your research more
successful ?successful ?
•
Test your questionnaire before you distributeTest your questionnaire before you distribute
• Should have sufficient time and funds to carry outShould have sufficient time and funds to carry out
useful results.useful results.
•
Abandon your preconceived ideas in the research doesAbandon your preconceived ideas in the research does
not give expected results.not give expected results.
• Research should be a part of regular programme ofResearch should be a part of regular programme of
monitoring and evaluation.monitoring and evaluation.
• Implementation of research finding is recommendedImplementation of research finding is recommended..
40. RESEARCH FINDINGSRESEARCH FINDINGS
• Unless the research findings are reported the process ofUnless the research findings are reported the process of
research is incompleteresearch is incomplete
• Analyzed and processed data results to information andAnalyzed and processed data results to information and
findings.findings.
• It must be interpreted to draw a conclusion.It must be interpreted to draw a conclusion.
• The conclusion must be reported to management.The conclusion must be reported to management.
• One should confirm that research project was executed properlyOne should confirm that research project was executed properly
to know authenticityto know authenticity
41. •
This findings should be made available toThis findings should be made available to
marketing managers to perform new analysesmarketing managers to perform new analyses
andand
•
Additional question can be waste if they cannotAdditional question can be waste if they cannot
be answered from findingsbe answered from findings
• Test relationship on their own.Test relationship on their own.
