MARKETING MANAGEMENT BY SIR ASHNA.MGT1.pptx

MARKETING MANAGEMENT BY SIR ASHNA.MGT1.pptx

1. MARKETING MANAGEMENT TABESH UNIVERSITY Sir Hayatullah Ashna

2. Gathering Information and Scanning the Environment

3. CHAPTER QUESTIONS What are the components of a modern marketing information system? What are useful internal records? What is involved in a marketing intelligence system?

4. What is a Marketing Information System (MIS)? A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

5. Table 3.1 Information Needs What decisions do you regularly make? What information do you need to make these decisions? What information do you regularly get? What special studies do you periodically request? What information would you want that you are not getting now? What are the four most helpful improvements that could be made in the present marketing information system ?

6. Internal Records and Marketing Intelligence Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System

7. Steps to Improve Marketing Intelligence Train sales team for new developments Motivate channel members Be aware of your competitors Utilize a customer advisory panel Use government data resources Purchase information Collect customer feedback online

8. Table 3.2 Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke

9. Sources of Competitive Information Independent customer goods and service review forums Distributor or sales agent feedback sites Combination sites offering customer reviews and expert opinions Customer complaint sites Public blogs

10. Sales information system The task of the sales information system is to; Sales date on each & item Store data of each customer Store data on daily basis Refresh data on daily basis Purpose: To calculate accurate sales, and to identify the products that are available

11. Database, Data Warehousing and Data Mining The purpose of using this system; is to store data about the Customer Product Salesperson And then combine data from different database . Example: data about customer includes, their names, address, past transactions.

12. Developing Marketing Information

13. Developing Marketing Information INTERNAL DATA Internal databases are electronic collections of consumer and market information obtained from data sources within the company network Database refers to customer/prospect information stored in a computer with software to process the information .

14. The marketing intelligent system “ A marketing intelligence system is a set of procedures and source managers use to obtain everyday information about development in the marketing environment ”.

15. Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the market environment .

16. Sources of Competitive Intelligence Company employees Internet Published information Competitor’s employees Trade shows Benchmarking Channel members and key customers

17. Marketing intelligence system focus on and gather data from Books Newspaper Trade Publications Talking to customer Suppliers Distributers Monitoring social media Online discussion groups E-mailing Meeting with other companies managers

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