Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:
©2000 Prentice Hall
Objectives
Components
of a marketing information
system
Criteria of good marketing research
Decision support systems for marketing
management
Demand measurement and forecast
©2000 Prentice Hall
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.
©2000 Prentice Hall
Defining the Problem & Research
Objectives
Exploratory
Research
••Sheds
Shedslight
lighton
onproblem
problem-suggest
suggestsolutions
solutionsor
or
new
newideas.
ideas.
Descriptive
Research
••Ascertain
Ascertainmagnitudes.
magnitudes.
Causal
Research
••Test
Testcausecause-and-effect
and-effect
relationships.
relationships.
••Tests
Testshypotheses
hypothesesabout
aboutcausecauseand-effect
and-effectrelationships.
relationships.
©2000 Prentice Hall
Research Approaches
Observational
Observational
Focus-group
Focus-group
Survey
Survey
Behavioral
Behavioral
Experimental
Experimental
©2000 Prentice Hall
Secondary-Data Sources
Internal
Sources
Government Publications
Periodicals and Books
Commercial Data
On-Line
Associations
Business Information
©2000 Prentice Hall
The Marketing Research
Process
Defining
Defining the
the
problem
problem and
and
research
research
objectives
objectives
Developing
Developing
the
the research
research
plan
plan
Present
Present the
the
findings
findings
©2000 Prentice Hall
Collect
Collect the
the
information
information
Analyze
Analyze the
the
information
information
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
Ninety Types of Demand
Measurement (6 x 5 x 3)
World
Space
U.S.A.
level
Region
Territory
Customer
All sales
Industry sales
Company sales
Product
Product line sales
level
Product form sales
Product item sales
Short run
©2000 Prentice Hall
Medium run Long run
Time level
Demand
Company
Demand
Market
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
©2000 Prentice Hall
Review
Components
of a marketing information
system
Criteria of good marketing research
Decision support systems for marketing
management
Demand measurement and forecast
©2000 Prentice Hall
Objectives
Components
of a marketing information
system
Criteria of good marketing research
Decision support systems for marketing
management
Demand measurement and forecast
©2000 Prentice Hall
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.
©2000 Prentice Hall
Defining the Problem & Research
Objectives
Exploratory
Research
••Sheds
Shedslight
lighton
onproblem
problem-suggest
suggestsolutions
solutionsor
or
new
newideas.
ideas.
Descriptive
Research
••Ascertain
Ascertainmagnitudes.
magnitudes.
Causal
Research
••Test
Testcausecause-and-effect
and-effect
relationships.
relationships.
••Tests
Testshypotheses
hypothesesabout
aboutcausecauseand-effect
and-effectrelationships.
relationships.
©2000 Prentice Hall
Research Approaches
Observational
Observational
Focus-group
Focus-group
Survey
Survey
Behavioral
Behavioral
Experimental
Experimental
©2000 Prentice Hall
Secondary-Data Sources
Internal
Sources
Government Publications
Periodicals and Books
Commercial Data
On-Line
Associations
Business Information
©2000 Prentice Hall
The Marketing Research
Process
Defining
Defining the
the
problem
problem and
and
research
research
objectives
objectives
Developing
Developing
the
the research
research
plan
plan
Present
Present the
the
findings
findings
©2000 Prentice Hall
Collect
Collect the
the
information
information
Analyze
Analyze the
the
information
information
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
Ninety Types of Demand
Measurement (6 x 5 x 3)
World
Space
U.S.A.
level
Region
Territory
Customer
All sales
Industry sales
Company sales
Product
Product line sales
level
Product form sales
Product item sales
Short run
©2000 Prentice Hall
Medium run Long run
Time level
Demand
Company
Demand
Market
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
©2000 Prentice Hall
Review
Components
of a marketing information
system
Criteria of good marketing research
Decision support systems for marketing
management
Demand measurement and forecast
©2000 Prentice Hall