PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong. Chapter 4. Marketing Research and Information Systems. The Importance of Information. Marketing Environment. Why Information Is Needed. Competition. Customer Needs. Strategic Planning.
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Philip Kotler and Gary Armstrong
Consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.
Function: Assess, Develop and Distribute Information.What is a Marketing Information System (MIS)?
Marketing Managers sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.The Marketing Information System
Marketing Information System
Marketing Decisions and Communications
Monitors Environment for Information Managers
Examine Cost/ Benefit of Desired
Obtains Needed Information for Marketing Managers
From the Following Sources
Collection of Information from Data Sources Within the Company
From: Accounting, Sales Force, Marketing, Manufacturing, Sales
Collection and Analysis of Publicly Available Information about
Competitors and the Marketing Environment
From: Employees, Suppliers, Customers,
Competitors, Marketing Research Companies
Design, Collection, Analysis, and Reporting of Data about a Situation
Distributes Routine Information for
Information for Special
Defining the Problem and the Research Objectives sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.
Developing the Research PlanThe Marketing Research Process
Implementing the Research Plan
Interpreting and Reporting the Findings
Determine the Specific Information Needed
for the specific purpose
Information that has
Both Must Be:
Gathering data by observing people,
actions and situations
Asking individuals about
attitudes, preferences or
Using groups of people to
Who is to be
segment of the
How should the
Interpret the Findings
Report to Management