UNIT 5

MARKETING INFORMATION SYSTEM

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

ASSESSING INFORMATION NEEDS

There must be a balance between what information is wanted and what is cost effective, obtainable and needed Too much information can be as harmful as too little Information gathering costs can add up quickly

DEVELOPING INFORMATION
Information can be obtained from internal company records, marketing intelligence and marketing research Data warehouses contain all customer information in a single, accessible source Guest history information the most valuable

MARKETING RESEARCH
Marketing research is a process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to management

APPLICATION IN MR
Concept / product testing Tracking study Product and brand service usage Advertising penetration Image evaluation Public opinion survey Copy testing Test marketing / product placement Taste tests Market segmentation Media measurement Market feasibility Location studies Market share / market size studies Competitive analysis Positioning studies Customer satisfaction studies

MR ACTIVITIES
Consumer research Market research Product research Sales research Distribution channel research Advertising and promotion research Pricing research Physical distribution research Retail research

MARKETING RESEARCH PROCESS

1. Define the problem & research objectives 2. Develop the research plan 3. Implement the research plan 4. Interpret and report the findings

DEFINING THE PROBLEM AND RESEARCH OBJECTIVES

Exploratory research gather preliminary information to help define the problem and suggest Hypotheses Descriptive research describe the size and composition of the market Causal research tests hypotheses about cause and effect relationship

D E V ELOPING THE RESEARCH PLAN

Det ermining Specific Information Needs translate research objectives into specific information needs Gathering Secondary Information collect information that is already in existence Planning Primary Data Collection information being collected for the specific purpose at hand RESEA RCH APPROACHES
1. Obser v a t i onal research 2. Survey research 3 . E x p e r i m e n t a l research

CONTACT METHODS IN RESEARCH

Mail Telephone Personal Interview Individual (intercept) interview In-depth interview Internet surveying Electronic mail Web page Focus groups

SAMPLING PLAN
A sample is a segment of the population selected to represent the population as a whole To design a sample four decisions must be made:
Who will be surveyed?

How many people will be surveyed? How will the sample be chosen? Probability or non probability samples When will the survey be given?

RESEARCH INSTRUMENTS
Primary research instruments The interview
structured e.g questionnaires unstructured

Mechanical devices Structured models eg. test markets What are some types of closed-ended and open-ended questions?

INFORMATION ANALYSIS
Analysis of collected information can assist in distinguishing relationships between data Help managers answer questions like what if and which is best DISTRIBUTING INFORMATION Information is not helpful unless it is able to reach the managers clearly and in a timely manner Recent developments in information handling have led to a revolution in its distribution

PRODUCT RESEARCH (NPD)

Opportunity identification focus gp, surveys, suggestion
complaints, competitor analysis ect

Concept screening focus gp, surveys Marketing strategy development 4Ps Product development packaging, name, logo & advertising Market testing - AAU Product introduction favorable presentation

ADVERTISING & PROMOTION RESEARCH

Purpose
Advertising strategy research Creative concept research Pre-testing Post-testing

1. 2. 3. 4.

Ad strategy research Creative concept research Pre and post testing research Media

CB AND CONSUMER RESEARCH

Market research Product research Distribution channel research Advertising research Pricing research Sales research

RETAIL RESEARCH
The word retail has its origin in French word retailer and means to cut a piece or to break bulk. Retailing is the sale of goods and services to the ultimate consumer for personal, family or household use. According to Kotler: Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non business use Retailing may be understood as the final step in the distribution of merchandise for consumption by the end consumers.

Cont
Retailing is responsible for matching final consumer demand with supplies of different marketers. Retailing is high intensity competition industry, The reasons for its popularity lie in its ability to provide easier access to variety of products, freedom of choice and many services to consumers. The Indian retail is dotted by traditionally market place called bazaars comprises of numerous small and large shops, selling different or similar merchandise

 Wheel of Retailing A better known theory of retailing wheel of retailing proposed by Maclcomb McNair says, 1.New retailers often enter the market place with low prices, margins, and status. The low prices are usually the result of some innovative cost-cutting procedures and soon attract competitors.

2. With the passage of time, these businesses strive to broaden their customer base and increase sales. Their operations and facilities increase and become more expensive. 3. They may move to better up market locations, start carrying higher quality products or add services and ultimately emerge as a high cost price service retailer. 4. By this time newer competitors as low price, low margin, low status emerge and these competitors too follow the same evolutionary process. 5. The wheel keeps on turning and department stories, supermarkets, and mass merchandise went through this cycles.

FUNCTIONS OF A RETAILER
1. Form: First is utility regarding the form of a product that is acceptable to the customer.
The retailer does not supply raw material, but rather offers finished goods and services in a form that the customers want The retailer performs the function of sorting the goods and providing us with an assortment of product in various categories.

2. Time: He cerates Time utility by keeping the store open when the consumers prefer to shop.
preferable shopping hours.

3. Place: By being available at a convenient location, he creates place utility.

4. O w nership: Finally, when the product is sold, ownership utility is created. Apart from these functions retailer also performs like: 5. Arranging Assortment: manufacturers usually make one or a variety of products and would like to sell their entire inventory to few buyers to reduce costs. Final consumers, in contrast prefer a large variety of goods and services to choose from and usually buy them in small units.

6. Breaking Bulk: to reduce transportation costs, manufacturer and wholesalers typically ship large cartons of the products, which are then tailored by the retailers into smaller quantities to meet individual consumption needs 7. Holding stock: Retailers maintain an inventory that allows for instant availability of the product to the consumers. It helps to keep prices stable and enables the manufacture to regulate production. 8. Promotional support: small manufacturers can use retailers to provide assistance with transport, storage, advertising, and pre- payment of merchandise.