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1、5-1,Chapter 5 Gathering Information and Measuring Market Demand by,PowerPoint by Milton M. Pressley University of New Orleans,5-2,Kotler on Marketing,Marketing is becoming a battle based more on information than on sales power.,5-3,Chapter Objectives,In this chapter, we focus on the following questi
2、ons: What are the components of a modern marketing information system? What constitutes good marketing research? How can marketing decision support systems help marketing managers make better decisions? How can demand be more accurately measured and forecasted?,5-4,Marketing Information System (MIS)
3、 10 useful questions for determining the information needs of marketing managers. What decisions do you regularly make? What information do you need to make these decisions? What information do you regularly get? What special studies do you periodically request?,The Components of a Modern Marketing
4、Information System,5-5,The Components of a Modern Marketing Information System,What information would you want that you are not getting now? What information would you want daily? Weekly? Monthly? Yearly? What magazines and trade reports would you like to see on a regular basis? What topics would yo
5、u like to be kept informed of? What data analysis programs would you want? What are the four most helpful improvements that could be made in the present marketing information system?,5-6,Internal Record Systems,The Order-to-Payment Cycle Sales Information Systems Databases, Data Warehouses And Data-
6、Mining,5-7,Can you name a company that uses targeted mailings to promote new products, or regional offerings?,Discussion Question,5-8,The Marketing Intelligence System,A Marketing Intelligence System is a set of procedures and sources used by managers to obtain everyday information about development
7、s in the marketing environment.,5-9,What are some of the potential hazards a company might face by relying too heavily on distributors, retailers, or other intermediaries for market intelligence?,Discussion Question,5-10,The Marriott Vacation Club International Web site gives interested customers th
8、e opportunity to sell themselves on the Marriott offerings,5-11,CEOE is a portal to informationa user clicks on a listing and is then connected to that site,5-12,Table 5-1: Secondary-Data Sources,See text for complete table,5-13,Marketing Research System,Marketing Research Suppliers of Marketing Res
9、earch Engaging students or professors to design and carry out projects Using the Internet Checking out rivals Syndicated-service research firms Custom marketing research firms Specialty-line marketing research firms,5-14,Figure 5-1: The Marketing Research Process,5-15,Marketing Research System,The M
10、arketing Research Process Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives Step 2: Develop the Research Plan Data Sources Research Approaches Observational research Focus group research,5-16,Marketing Research System,Survey research Behavioral data Experimental rese
11、arch Research Instruments Questionnaires Psychological tools Mechanical devices Quantitative measures,5-17,Table 5-2: Types of Questions,See text for complete table,5-18,Marketing Research System,Sampling Plan Sampling unit Sample size Sampling procedure,5-19, is a consumer psychology Web site set u
12、p by Dr. Brian Wansink of the University of Illinois,5-20,Table 5-3: Probability and Nonprobability Samples,Continued on next slide . . .,5-21,Table 5-3: Probability and Nonprobability Samples (Continued),5-22,Marketing Research System,Contact Methods Mail questionnaire Personal interviewing Arrange
13、d interviews Intercept interviews Online methods Click-stream Cookies Automated telephone surveys,5-23,Marketing Research System,Step 3: Collect the Information Step 4: Analyze the Information Step 5: Present the Findings Step 6: Make the Decision,5-24,Table 5-4: The Seven Characteristics of Good Ma
14、rketing Research,See text for complete table,5-25,Marketing Research System,Overcoming Barriers to the Use of Marketing Research A narrow conception of the research Uneven caliber of researchers Poor framing of the problem Late and occasionally erroneous findings Personality and presentational diffe
15、rences,5-26,Marketing Decision Support System,Marketing Decision Support System (MDSS) Marketing and sales software programs BRANDAID CALLPLAN DETAILER GEOLINE MEDIAC PROMOTER ADCAD CONVERSTORY,5-27,Table 5-5: Quantitative Tools Used in Marketing Decision Support Systems,See text for complete table,
16、5-28,Forecasting and Demand Measurement,The Measures of Market Demand,Figure 5-3: Ninety Types of Demand Measurement (6X5X3),5-29,Which Market to Measure? Market Potential market Available market Target market (severed market) Penetrated market A Vocabulary for Demand Measurement Market Demand Market share Market penetration index Share penetration index,Forecasting and Demand Measurement,5-30,Figure 5-4: Market Demand Functions,Forecasting and Demand Measurement,
