marketing lecture
Post on 16-May-2015
1.999 Views
Preview:
TRANSCRIPT
Marketing ManagementMarketing Management
Defining Marketing for the Defining Marketing for the Twenty-First CenturyTwenty-First Century
The Chartered Institute of The Chartered Institute of MarketingMarketing
‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’
Adcock et alAdcock et al
The right product, in the right place, at the right time, and at the right price’
Kotler 1980Kotler 1980
Marketing is the human activity directed at satisfying human needs and wants through an exchange process’
Kotler 1991Kotler 1991
‘‘Marketing is a social and managerial
process by which individuals and
groups obtain what they want and
need through creating, offering and
exchanging products of value with
others’
ObjectivesObjectives
Understand the new economy.
Learn the tasks of marketing.
Become familiar with the major concepts and tools of marketing.
Understand the orientations exhibited by companies.
ObjectivesObjectives
Learn how companies and marketers are responding to new challenges.
The New EconomyThe New Economy
Consumer benefits from the digital revolution include:
– Increased buying power.– Greater variety of goods and services.– Increased information.– Enhanced shopping convenience.– Greater opportunities to compare product
information with others.
The New EconomyThe New Economy
Firm benefits from the digital revolution include:
– New promotional medium.
– Access to richer research data.
– Enhanced employee and customer communication.
– Ability to customize promotions.
Challenges of Today’s Organization
Organization
Bigness
Diversification
Globalization
Govt. Interference
Competition
Information
Change
Science & Tech
What Can Be Marketed?What Can Be Marketed?
Goods
Services
Experiences
Events
Persons
Places
Properties
Organizations
Information
Ideas
Product Product
ProductProductProductProductExperiencesExperiencesExperiencesExperiences
PlacesPlacesPlacesPlaces
PersonsPersonsPersonsPersons
ServicesServicesServicesServicesGoodsGoodsGoodsGoods
EventsEventsEventsEvents
IdeasIdeasIdeasIdeas InformationInformationInformationInformation
PropertiesPropertiesPropertiesProperties OrganizationsOrganizationsOrganizationsOrganizations
Marketing DefinedMarketing Defined
Kotler’s Social Definition:
“Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.”
Marketing DefinedMarketing Defined
The AMA Managerial Definition:
“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
Core Marketing ConceptsCore Marketing Concepts
Target markets and market segmentation
Marketplace, market-space, metamarkets
Marketers & prospects
Needs, wants, demands
Product offering and brand
Value and satisfaction
Exchange and transactions
Relationship and networks
Marketing channels
Supply chain
Competition
Marketing environment
Marketing program
Core Marketing ConceptsCore Marketing Concepts
Target markets & segmentation
– Differences in needs, behavior, demographics or psychographics are used to identify segments.
– The segment served by the firm is called the target market.
– The market offering is customized to the needs of the target market.
Core Marketing ConceptsCore Marketing Concepts
Needs describe basic human requirements such as food, air, water, clothing, shelter, recreation, education, and entertainment.
Needs become wants when they are directed to specific objects that might satisfy the need. (Fast food)
Demands are wants for specific products backed by an ability to pay.
Core Marketing ConceptsCore Marketing Concepts
A Product is any offering that can satisfy a need or want, while a brand is a specific offering from a known source.
When offerings deliver value and satisfaction to the buyer, they are successful.
Enhancing ValueEnhancing Value
Marketers can enhance the value of an offering to the customer by:
– Raising benefits.– Reducing costs.– Raising benefits while lowering costs.– Raising benefits by more than the increase
in costs.– Lowering benefits by less than the reduction
in costs.
Core Marketing ConceptsCore Marketing Concepts
Exchange involves obtaining a desired product from someone by offering something in return. Five conditions must be satisfied for exchange to occur.
Transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement.
Core Marketing ConceptsCore Marketing Concepts
Relationship marketing aims to build long-term mutually satisfying relations with key parties, which ultimately results in marketing network between the company and its supporting stakeholders.
Core Marketing ConceptsCore Marketing Concepts
Marketing Channels
Communication channels
Distribution channels
Service channels
Deliver messages to and receive messages from target buyers.
Includes traditional media, non-verbal communication, and store atmospherics.
Core Marketing ConceptsCore Marketing Concepts
Marketing Channels
Communication channels
Distribution channels
Service channels
Display or deliver the physical products or services to the buyer / user.
Core Marketing ConceptsCore Marketing Concepts
Marketing Channels
Communication channels
Distribution channels
Service channels
Carry out transactions with potential buyers by facilitating the transaction.
Core Marketing ConceptsCore Marketing Concepts
A supply chain stretches from raw materials to components to final products that are carried to final buyers.
Each company captures only a certain percentage of the total value generated by the supply chain.
Marketing MixMarketing Mix
The marketing program is developed to achieve the company’s objectives. Marketing mix decisions include:
– Product: provides customer solution.– Price: represents the customer’s cost.– Place: customer convenience is key.– Promotion: communicates with customer.
Marketing MixMarketing Mix Marketing MixMarketing Mix
PricePricePricePrice
Mkt MixMkt MixMkt MixMkt Mix
PlacementPlacementPlacementPlacement PromotionPromotionPromotionPromotionProductProductProductProduct
Marketing MixMarketing Mix
ProductProduct Variety
Quality
Design
Features
Brand Name
Packaging
Sizes
Services
Warranties
Returns
Price
List Price
Discounts
Allowances
Payment Period
Promotion
Sales Promotion
Advertising
Sales Force
Public Relations
Publicity
Place
Channels
Coverage
Assortments
Locations
Inventory
Transport
Competing Marketing Competing Marketing ConceptsConcepts
The orientation or philosophy of the firm typically guides marketing efforts. Several competing orientations exist:– Production concept– Product concept– Selling concept– Marketing concept– Societal marketing concept
MarketingMarketingConceptConcept
MarketingMarketingConceptConcept
Product ConceptProduct ConceptProduct ConceptProduct Concept
MarketingMarketingConceptsConceptsMarketingMarketingConceptsConcepts
Production ConceptProduction ConceptProduction ConceptProduction Concept
SocietalSocietalMarketingMarketing
SocietalSocietalMarketingMarketing
Competing Marketing Concepts
Selling ConceptSelling ConceptSelling ConceptSelling Concept
The Marketing ConceptThe Marketing Concept
Achieving organizational goals requires that company be more effective than competitors in creating, delivering, and communicating customer value.
Four pillars of the marketing concept:– Target market– Customer needs– Integrated marketing– Profitability
Changes in the MarketplaceChanges in the Marketplace
Globalization, technological advances, and deregulation have created many challenges:
– Customers– Brand manufacturers– Store-based retailers
Both companies and marketers have been forced to respond and adjust.
Levels of CompetitionLevels of Competition
Four levels of competition can be distinguished by the level of product substitutability:
– Brand competition
– Industry competition
– Form competition
– Generic competition
Levels of CompetitionLevels of Competition
CompetitionCompetitionCompetitionCompetition FormFormFormFormIndustryIndustryIndustryIndustry
BrandBrandBrandBrand
GenericGenericGenericGeneric
Marketing EnvironmentMarketing Environment
Task Environment
Broad Environment
Organization’s Environment Organization’s Environment
Macro or Far Environment
Technological Factors
Social Factors
Political Factors
Economic Factors
Near or Operating Environment
Customers
Clients
Competitors
Partners
Suppliers
ORGANIZATION
Task EnvironmentTask Environment
Company
Suppliers
Distributors
Dealers
Target Customers
Competitors
Broad Marketing EnvironmentBroad Marketing Environment
The following forces in the Broad Environment have a major impact on the Task Environment:– Demographics– Economics– Natural environment– Technological environment– Political-legal environment– Social-cultural environment
Demographic EnvironmentDemographic Environment
Population Age Mix
Population Growth
Ethnic Group
Education Status
Household Patterns
Economic EnvironmentEconomic Environment
Income DistributionSubsistence Economies
Raw Material Exporting EconomiesIndustrializing EconomiesIndustrialized Economies
Savings, Debt and Credit Availability
Natural EnvironmentNatural Environment
Shortage of Raw Materials
Increased Energy Costs
Increased Pollution Levels
Changing Role of Government
Technological EnvironmentTechnological Environment
Accelerating Technological Change
Innovation Opportunities
Varying R&D Budgets
Regulations of Technological Change
Political-Legal EnvironmentPolitical-Legal Environment
Legislation Regulating Business
Growth of Special Interest Groups
Social-Cultural EnvironmentSocial-Cultural Environment
Beliefs
Values
Norms
Subculture
SWOT AnalysisSWOT Analysis
Strengths (Internal)
Weaknesses (Internal)
Opportunities (External)
Threats (External)
SWOT AnalysisSWOT AnalysisSWOT AnalysisSWOT Analysis
Contents of the Marketing Contents of the Marketing PlanPlan
– Executive Summary– Current Marketing Situation– Opportunity and issue analysis– Objectives– Marketing strategy– Action programs– Financial projections– Implementation controls
SegmentationPositioningProduct ManagementPricingDistributionMarketing CommunicationsMarketing Research
Marketing StrategyMarketing Strategy
Market SegmentationMarket Segmentation
Market Segment
It consist of a large identifiable group within a market with similar wants purchasing power, geographical location and buying attitudes or habits
Levels of SegmentationLevels of Segmentation
Niche Marketing
Local Marketing
Individual Marketing
Patterns of Market Patterns of Market SegmentationSegmentation
Homogeneous Preferences
Diffused Preferences
Clustered Preferences
Market Segmentation Market Segmentation ProcedureProcedure
Survey Stage
Analysis Stage
Profiling Stage
Bases for Segmenting MarketBases for Segmenting Market
Geographic
Demographic
Psychographics
Behavioral
Characteristics of Effective Characteristics of Effective SegmentationSegmentation
Measurable
Substantial
Accessible
Differentiable
Actionable
Product PositioningProduct Positioning
It is the act of designing the company’s offering and image to occupy a distinctive place in the target market
Major Positioning ErrorsMajor Positioning Errors
Under positioning
Over positioning
Confused positioning
Doubtful positioning
DifferentiationDifferentiation
It is the act of designing a set of meaningful differences to distinguish the company’s offering from competitor’s offerings
Dimensions/Basis of Dimensions/Basis of DifferentiationDifferentiation
Product
Services
Personnel
Channel
Image
Basis of DifferentiationBasis of Differentiation
ProductProductProductProductImageImageImageImage
ChannelChannelChannelChannel
PersonnelPersonnelPersonnelPersonnel
ServiceServiceServiceService
Product DifferentiationProduct Differentiation
Form
Features
Performance
Conformance
Durability
Reliability
Repair ability
Style & Design
4-103
Product DifferentiationProduct Differentiation
Performance
Form
Reliability
Conformance
Features
Style & Design
ProductProductProductProduct
Service DifferentiationService Differentiation
Ordering Ease
Delivery
Installation
Customer Training
Customer Consulting
Maintenance and Repair
Miscellaneous
4-103
Service DifferentiationService Differentiation
Customer Training
Ordering Ease
Warrantee/ Guarantee
Customer Consultation
Delivery
Miscellaneous
ServiceServiceServiceService
Personnel DifferentiationPersonnel Differentiation
Competence
Courtesy
Credibility
Reliability
Responsiveness
Communication
4-103
Personnel DifferentiationPersonnel Differentiation
Credibility
Competence
Responsiveness
Reliability
Courtesy
Communication
PersonnelPersonnelPersonnelPersonnel
Personnel DifferentiationPersonnel Differentiation
Channel DifferentiationChannel Differentiation
Coverage
Expertise
Performance
Channel DifferentiationChannel Differentiation Channel DifferentiationChannel Differentiation
CoverageCoverageCoverageCoverage
ChannelChannelChannelChannel
ExpertiseExpertiseExpertiseExpertise PerformancePerformancePerformancePerformance
Image DifferentiationImage Differentiation
Symbols
Media
Atmosphere
Events
Image DifferentiationImage Differentiation Image DifferentiationImage Differentiation
MediaMediaMediaMedia
ImageImageImageImage
AtmosphereAtmosphereAtmosphereAtmosphere EventsEventsEventsEventsSymbolsSymbolsSymbolsSymbols
Criteria for Worthful Criteria for Worthful DifferentiationDifferentiation
Important
Distinctive
Superior
Communicable
Pre-emptive
Affordable
Profitable
ProductProduct
A product is anything that can be offered to a market to satisfy a want or need. It include goods, services, experiences, events, persons, places, properties, organizations, information and Ideas.
Product Life CycleProduct Life Cycle
Introduction
Growth
Maturity
Decline
Product LevelsProduct Levels
Core Benefit
Basic Product
Expected Product
Augmented Product
Potential Product
Product HierarchyProduct Hierarchy
Need Family
Product Family
Product Class
Product Line
Product Type
Brand Name
Item
Product ClassificationsProduct Classifications
Durability and Tangibility
Consumer Goods
Industrial Goods
Durability and Tangibility Durability and Tangibility
Non-durable goods
Durable goods
Services
Consumer Goods Consumer Goods ClassificationClassification
Convenience goods
Shopping goods
Specialty goods
Unsought goods
Industrial Goods Industrial Goods ClassificationClassification
Materials and Parts
Capital Items
Supplies and Business Services
Product MixProduct Mix
It is the set of all products and items that a particular seller offers for sale. A product mix has its
Width
Length
Depth
Consistency
Product Line DecisionsProduct Line Decisions
Line Stretching
Down-market Stretching
Up-market Stretching
Two-Way Stretching
Line Filling
Line Modernization
Line Featuring & Line Pruning
BrandingBranding
Brand
It is a name, term, sign, symbol, design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from competitors
Meanings Conveyed by Meanings Conveyed by BrandBrand
Attributes
Benefits
Values
Culture
Personality
User
Advantages of BrandingAdvantages of Branding
Easy Selling
Legal Protection
Customer Loyalty
Easy Market Segmentation
Image Building
Brand Sponsor DecisionBrand Sponsor Decision
Manufacturer Brand
Distributor Brand
Licensed Brand
Brand Name DecisionBrand Name Decision
Individual Name
Blanket Family Name
Separate Family Names for all products
Company Trade Name combined with Individual Product Names
Brand Strategy DecisionBrand Strategy Decision
Line Extension
Brand Extension
Multi-brands
New Brand
Co-brands
PackagingPackaging
It includes the activities of designing and producing the container for a product
Levels of PackagingLevels of Packaging
Primary
Secondary
Shipping
Advantages of PackagingAdvantages of Packaging
Self Service
Consumer Affluence
Company and brand image
Innovation Opportunity
LabelingLabeling
It may be a simple tag attached to the product or an elaborately designed graphic that is part of the package
Functions of LabelFunctions of Label
Identification
Grading
Description
Promotion
ServiceService
It is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.
Categories of Service MixCategories of Service Mix
Pure Tangible Good
Tangible Good with Accompanying Service
Hybrid
Major Service with Accompanying Minor Goods
Pure Service
Characteristics of ServicesCharacteristics of Services
Intangibility
Inseparability
Variability
Perishability
Elements/Tools of Service Elements/Tools of Service Marketing ApproachMarketing Approach
Product
Price
Promotion
Placement
People
Physical Evidence
Process
Marketing Strategy for Service Marketing Strategy for Service FirmsFirms
External Marketing
Internal Marketing
Interactive Marketing
Tasks of Service CompaniesTasks of Service Companies
Managing Differentiation
Offer
Delivery
Image
Service Quality
Productivity
Determinants of QualityDeterminants of Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Common Features of Excellent Common Features of Excellent Service Companies Service Companies
Strategic Concept
Top Management Commitment
High Standards
Monitoring Systems
Satisfying Customer Complaints
Employees Satisfaction
Designing The Pricing Designing The Pricing StrategiesStrategies
Pricing Objectives
Pricing Method
Promotional Pricing
Discriminatory Pricing
Product Mix Pricing
Setting Pricing ObjectiveSetting Pricing Objective
Survival
Maximum Current Profit
Maximum Market Share
Maximum Market Skimming
Product Quality Leadership
Selecting a Pricing MethodSelecting a Pricing Method
Markup Pricing
Target Return Pricing
Perceived Value Pricing
Value Pricing
Going-rate Pricing
Sealed Bid Pricing
Psychological Pricing
Price Discounts and Price Discounts and AllowancesAllowances
Cash Discounts
Quantity Discounts
Functional/Trade Discounts
Seasonal Discounts
Allowances
Promotional PricingPromotional Pricing
Loss-Leader Pricing
Special Event Pricing
Cash Rebates
Low Interest Financing
Longer Payment Terms
Warranties and Service Contracts
Psychological Discounting
Discriminatory PricingDiscriminatory Pricing
Customer-Segment Pricing
Product-form Pricing
Image Pricing
Location Pricing
Time Pricing
Product Mix PricingProduct Mix Pricing
Product Line Pricing
Optional Feature Pricing
Captive Product Pricing
Two Part Pricing
By Product Pricing
Product Bundling Pricing
Initiating and Responding to Initiating and Responding to Price ChangesPrice Changes
Initiating Price Cuts
Initiating Price Increases
Customer Reaction
Responding to Price ChangeResponding to Price Change
Maintain Price
Maintain Price and add Value
Reduce Price
Increase Price and Improve Quality
Increase Price
Launch a Low Price Item
Developing Effective Developing Effective CommunicationCommunication
Identify the Target Audience
Determine the Communication Objective
Design the Message
Select the Communication Channel
Allocate Communication Budget
Decide Communication Mix
Measuring the Results
Marketing Communication MixMarketing Communication Mix
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Promotional ObjectivesPromotional Objectives
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Designing The MessageDesigning The Message
Message Content
Message Structure
Message Format
Message Source
Message ContentMessage Content
Rational Appeals
Emotional Appeals
Moral Appeals
Methods of Establishing Methods of Establishing Communication BudgetCommunication Budget
Affordable Method
Percentage of Sales Method
Competitive-Parity Method
Objective and Task Method
AdvertisingAdvertising
Any paid form of non-personal presentation and promotion of ideas, goods or services by and identified sponsor
Characteristics of Characteristics of AdvertisingAdvertising
Public Presentation
Pervasiveness
Amplified Expressiveness
Impersonality
Advertising ObjectivesAdvertising Objectives
Informative Advertising
Persuasive Advertising
Reminder Advertising
Decision on Advertising MediaDecision on Advertising Media
Reach
Frequency
Impact
Sales PromotionSales Promotion
A variety of short-term incentives to encourage trail or purchase of a product or service
Characteristics of Sales Characteristics of Sales PromotionPromotion
Communication
Incentive
Invitation
Sales Promotion ToolsSales Promotion Tools
Samples
Coupons
Cash Rebates
Price Packs
Premiums or Gifts
Prizes
Patronage Awards
Sales Promotion ToolsSales Promotion Tools
Free Trials
Product Warranties
Tie-in Promotions
Cross Promotions
Public Relations and Public Relations and Publicity Publicity
A variety of programs designed to promote or protect a company’s image or its individual products
Characteristics of Public Characteristics of Public Relations and Publicity Relations and Publicity
High Credibility
Ability to catch buyers off guard
Dramatization
Functions of PR DepartmentFunctions of PR Department
Press Relations
Product Publicity
Corporate Communication
Lobbying
Counseling
Major Tools in Marketing PRMajor Tools in Marketing PR
Publications
Events
News
Speeches
Public Service Activities
Identity Media
Objectives of Marketing PRObjectives of Marketing PR
Build Awareness
Build Credibility
Stimulate the Sales Force and Dealers
Hold Down Promotion Costs
Personal SellingPersonal Selling
Face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions and procuring orders
Characteristics of Personal Characteristics of Personal SellingSelling
Personal Confrontation
Cultivation
Response
Tasks of Sales ForceTasks of Sales Force
Prospecting
Targeting
Communicating
Selling
Servicing
Information Gathering
Allocating
Sales Force StructureSales Force Structure
Territorial
Product
Market
Complex
Principles of Personal Principles of Personal SellingSelling
Professionalism
Negotiation
Relationship Marketing
Direct MarketingDirect Marketing
It is an interactive marketing system that uses one or more advertising media to effect a measurable response or transaction at any time.
Characteristics of Direct Characteristics of Direct Marketing Marketing
Nonpublic
Customized
Up-to-date
Interactive
Benefits of Direct MarketingBenefits of Direct Marketing
Time Saving
Easy Access to Information
Ordering Ease
Better Relationships
Less Cost
Tools of Direct MarketingTools of Direct Marketing
Telephone
Fax
Internet
Catalog Marketing
Telemarketing
Placement-Value Delivery Placement-Value Delivery NetworkNetwork
The network made up of the company, suppliers, distributors and ultimately customers who partner with each other to improve the performance of the entire system
Marketing ChannelsMarketing Channels
A set of independent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user
Functions of Marketing Functions of Marketing ChannelsChannels
Information
Promotion
Contact
Matching
Negotiation
Physical Distribution
Functions of Marketing Functions of Marketing ChannelsChannels
Financing
Risk Taking
Channel LevelChannel Level
A layer of intermediaries that performs some work in bringing the product and its ownerships closer to the final buyer
Level of ChannelsLevel of Channels
Direct Marketing Channels
Indirect Marketing Channels
Direct Marketing ChannelDirect Marketing Channel
A marketing channel that has no intermediary levels, the company sells directly to consumers
Indirect Marketing ChannelIndirect Marketing Channel
A channel containing one or more intermediary levels is called indirect marketing channel
Types of Marketing Types of Marketing ChannelsChannels
Conventional Distribution Channel
Vertical Marketing System
Horizontal Marketing System
Multi-channel or Hybrid Distribution System
Conventional Marketing Conventional Marketing SystemSystem
A channel consisting of one or more independent producers, wholesalers and retailers, each a separate business seeking to maximize its own profits even at the expense of profits for the system as a whole
Vertical Marketing SystemVertical Marketing System
A distribution channel structure in which producers, wholesalers and retailers act as a unified system. One channel member owns the others, has contracts with them or has so much power that they all cooperate.
Types of VMSTypes of VMS
Corporate VMS
Contractual VMS
Administered VMS
Corporate VMSCorporate VMS
A VMS that combines successive stages of production and distribution under single ownership-channel leadership is established through common ownership
Contractual VMSContractual VMS
A VMS in which independent firms at different levels of production and distribution join together through contracts to obtain more economies or sales impact than they could achieve alone
Administered VMSAdministered VMS
A VMS that coordinates successive stages of production and distribution not through common ownership or contractual ties but through the size and power of one of the parties.
Horizontal Marketing Horizontal Marketing SystemSystem
A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity
Multi-channel or Hybrid Multi-channel or Hybrid Distribution System Distribution System
A distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments
Marketing Intermediaries Marketing Intermediaries Strategies Strategies
Intensive Distribution
Exclusive Distribution
Selective Distribution
Major Logistics FunctionsMajor Logistics Functions
Warehousing
Inventory Management
Transportation
Logistic Information Management
Marketing Information Marketing Information SystemsSystems
Marketing ResearchWhat is Marketing Research?ProcessTerminologyTechniques
MKIS - Marketing Information Systems What is MKISComponents of an electronic MKIS
Marketing ResearchMarketing Research
‘The systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services’
American Marketing Association
The Marketing Research The Marketing Research ProcessProcess
Set objectives
Define research Problem
Assess the value of the research
Construct a research proposal
Specify data collection method
Specify techniques of measurement
Select the sample
The Marketing Research The Marketing Research ProcessProcess
Data collection
Analysis of results
Present in a final report
Terminology of Marketing Terminology of Marketing ResearchResearch
Primary data - collected firsthand
Secondary data - already exists, desk research
Quantitative research - statistical basis
Qualitative research - subjective and personal
sampling - studying part of a ‘population’ to learn about the whole
Marketing Research Marketing Research TechniquesTechniques
Interviewsface-to-facetelephonepostal questionnaire
Attitude measurementcognitive component (know/believe about an
act/object)affective component (feel about an act/object)co native component (behave towards an
object or act)
Marketing Research Marketing Research TechniquesTechniques
Group discussion and focus group
Postal research questionnaires
Diary panels - sources of continuous data
In-home scanning - hand-held light pen to scan barcodes
Telephone research
Observation
What is MKIS?What is MKIS?
‘MKIS (MIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’
American Marketing Association
The Components of a The Components of a Computerised MKISComputerised MKIS
Model Bank
Data Bank
StatisticalBank
MKISDisplay
unitMarketingManager
The Components of a The Components of a Computerised MKISComputerised MKIS
Data bank - raw data e.g historical sales data, secondary data
Statistical bank - programmes to carry-out sales forecasts, spending projections
A model bank - stores marketing models e.g Inventory Model, Boston Matrix
Display unit - VDU and keyboard
top related