Transcript Chapter 7

CHAPTER SEVEN
Improving Decisions
with Marketing
Information
For use only with
Perreault/Cannon/McCarthy
or Perreault/McCarthy texts.
© 2008 McGraw-Hill
Companies, Inc.
McGraw-Hill/Irwin
www.mhhe.com/fourps
Marketing Information Inputs to Marketing Strategy
Planning Decisions (Exhibit 7-1)
Information
for marketing
decisions
Marketing information systems
• Accessing multimedia data
• Data warehouse
• Decision support systems
• Marketing models
Marketing research
• Role of research specialist
• Scientific method
• Steps in marketing research
1.Define problem
2.Analyze situation
3.Gather problem-specific data
4.Interpret the data
5.Solve the problem
Elements of a Complete Marketing Information
System (Exhibit 7-2)
Sales Analysis Shows What’s Happening
Product
Characteristics
Order Size
Financial
Arrangement
Geographic
Region
Breakdowns
for Sales
Analysis
Method of
Sale
Customer
Characteristics
Channel of
Distribution
Price or
Discount Class
The Scientific Method and Marketing Research (Exhibit
7-3)
Secondary and Primary Data (Exhibit 7-4)
Getting Problem-Specific Data – Step 3
Observing
• Monitoring
behaviors
• Human or
machine
• Costs coming
down
Questioning
• Asking people
Primary
Data
• Formal or
informal
• Qualitative
questioning is
open-ended
Experimental Method Controls Conditions
(Exhibit 7-5)
Mean (average) product rating by group