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Group 2_Marketing Insight

Marketer must understand the behavior of consumer

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Group 2_Marketing Insight

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  1. Presented by Group 2 MARKETING MANAGEMENT INSIGHTS Marketing Management

  2. GROUP MEMBERS Restika Wulandari Divia Wahdaniyah Maria Pauline 22080574282 22080574122 22080574196 Rayhan Dwi 22080574110 Mochammad Abdul Ghoni 22080574058 Bintang Raffael P.D 22080574079

  3. WHAT IS MIS? Kotler & Keller Marketing Information System is a system that integrates people, processes, and technology to collect, analyze, and distribute the information needed by marketing managers to make more effective decisions.

  4. COMPONENTS OF A MODERN MARKETING INFORMATION SYSTEM (MIS) Internal Records System marketing research system marketing intelligence system

  5. THE PURPOSES OF EACH COMPONENT OF THE MARKETING INFORMATION SYSTEM Internal Record Marketing intelligence Collects information from external sources Provide reliable internal information of the company Marketing research Used to solve spesific marketing problem in a company

  6. IMPORTANCE OF MARKETING INSIGHTS Good marketing insights are often the basis of successful marketing programs: Marketing insights provide diagnostic information about how and why we observe certain effects in the marketplace and what that means to marketers. "offering low prices" and the emotional benefits of "making me feel like a smart shopper," its marketers used those insights to develop the "Save Money, Live Better" campaign. Marketing creates a one-stop shop, and enhances the offer again. Presented by Restika

  7. WHO DOES MARKETING RESEARCH Consumer & Market Knowledge (CMK) Department is P&G’s key internal compass guiding and championing decisions related to brand and customer business development strategy based on in-depth Marketing research firms fall into three categories: • Syndicated-service research firms • Custom marketing research firms • Specialty-line marketing research firms Most large companies have their own marketing research departments, which often play crucial roles within the organization.

  8. OVERCOMING BARRIERS TO THE USE of Marketing Research • Not provide the right problem • Failure to use marketing research properly • Unrealistic expectations Presented by Pauline

  9. THE Step 1 MARKETING RESEARCH PROCESS • Define the Problem • Decision Alternatives • Research Objectives Step 2 • Develop the Research Plan Presented by Divia

  10. Step 5 Step 3 • Collect the Information • Present the Findings Step 4 Step 6 • Analyze the Information • Make the Decision

  11. Three complementary approaches to measuring marketing productivity MEASURING MARKETING PRODUCTIVITY • Marketing Metrics • Marketing-Mix Modelings • Marketing Dashboards

  12. Marketing Metrics Marketing-Mix Modelings Marketing-mix models analyze data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities. Marketing metrics is the set of measures that helps marketers quantify, compare, and interpret their performance. Sample Marketing Metrics • External • Internal Marketing Dashboards Two Key Market-Based Marketing dashboards are “a concise set of interconnected performance drivers to be viewed in common throughout the organization.” • A Customer-Performance Scorecard • A Stakeholder-Performance Scorecard

  13. Estimating future demand: • Surveys of buyer intentions • Composite of sales force opinion • Expert opinion • Past Sales analysis • Market-test Method FORECASTING AND DEMAND MEASUREMENTS • Estimating current demand: • Total market potential: chain-ratio method • Area market potential: Market-build up method, multiple-factor index method, industry sales and market shares The Measures of Market Demand Available market Potential market Target market Penetrated market

  14. Thank You Any Question?

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