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Marketing Information Management

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Marketing Information Management Marketing Research – PowerPoint PPT presentation

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Title: Marketing Information Management


1
Marketing Information Management
  • Marketing Research

2
Objectives
  • Define marketing research
  • Discuss the primary uses of marketing research
    and why it is important
  • List the four types of marketing research
  • Explain the limitations of marketing research

3
What is marketing research?
  • The systematic gathering, recording, and
    analyzing of information about problems related
    to marketing goods and services.

4
Primary uses of marketing research
  • Obtain information about potential customer
  • Preferences
  • Opinions
  • Habits
  • Trends
  • Plans

5
Why is marketing research important?
  • Marketing research helps companies answer the
    following questions
  • What products to produce
  • Who is your primary customer
  • Where should the products be sold
  • How will the products be promoted
  • At what price will the product sell

6
4 Areas of Marketing Research
  • Market Research
  • Product Research
  • Advertising Research
  • Sales Research

7
1. Market Research
Focuses on the customer and the market
  • Customer Trends
  • Buying behavior or how buying decisions are being
    made
  • Market Trends
  • What the customers are buying

8
Common Techniques for Market Research
  • Questionnaires
  • Focus Groups
  • Mall Interviews
  • Phone Interviews
  • Mystery Shoppers

9
2. Product Research
  • Focuses on the product itself
  • Product design
  • Product usage
  • Product acceptance
  • Package design
  • Competitive products

10
Common Techniques for Product research
  • Test Market
  • Product Samples
  • Mail
  • Newspaper
  • In Store

11
3. Advertising Research
Two Areas
  • Media Type
  • Advertisement Itself

12
Media Type
Focuses on
  • TV
  • Radio
  • Newspaper
  • Magazine
  • Is it reaching your target?
  • Reach
  • Do they remember the message?
  • Recall
  • How many times are they seeing it?
  • Frequency
  • Return on cost

13
Advertising Design
  • Ad Layout
  • Message

14
Testing Advertising Research
  • Consumer panels
  • Usually a group of people who share common
    characteristics
  • Target audience
  • Ad recall
  • Written Diaries

15
4. Sales Research
  • The study of sales data

16
Primary use
  • Sales Forecasting determining the potential
    sales for a product
  • Economic Forecasting determining the potential
    economic conditions

17
Limitations of Marketing Research
  • Cost
  • Time
  • Customer commitment / Validity of data
  • The time lag between research and the application

18
Review
  • What is marketing research?
  • Primary uses of marketing research is to obtain
    what type of information about potential
    customers?

19
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