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Objectives
? Components of a marketing information
system
? Criteria of good marketing research
? Decision support systems for marketing
management
? Demand measurement and forecast
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A marketing information system (MIS) consists of
people,equipment,and procedures to gather,sort,
analyze,evaluate,and distribute needed,timely,and
accurate information to marketing decision makers,
A marketing intelligence system is a set of
procedures and sources used by managers to obtain
everyday information about developments in the
marketing environment,
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Research Approaches
Behavioral
Focus-group
Survey
Experimental
Observational
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Secondary-Data Sources
? Internal Sources
? Government Publications
? Periodicals and Books
? Commercial Data
? On-Line
?Associations
?Business Information
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Good Marketing Research,
?Is scientific
?Is creative
?Uses multiple methods
?Realizes the interdependence of
models & data
?Acknowledges the cost & value of
information
?Maintains,healthy” skepticism
?Is ethical
?2000 Prentice Hall
Demand
Market
Demand
Company
Demand
?2000 Prentice Hall
Estimating Current Demand
? Total Market Potential
? Area Market Potential
? Industry Sales
? Market Share
?2000 Prentice Hall
Estimating Future Demand
? Survey of Buyers’ Intentions
? Composite of Sales Force Opinion
? Expert Opinion
? Past Sales Analysis
? Market Test Method