Transcript Marketing Information - A Factor in National

MARKETING INFORMATION A FACTOR IN
NATIONAL DEVELOPMENT PLANNING AND
PROGRAMMING
FIRST MARKETING INFORMATION SYMPOSIUM
1st -2nd June, 2010, Imperial Royale, Hotel, Kampala
By
Kavuma John Bosco
Economic Analyst, NPA
[email protected]
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OUTLINE OF THE PRESENTATION
1. Description of key concepts
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Marketing
Marketing information
Development planning
Development programming
2. Role of Marketing information in
Development Planning
3. Conclusions
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Marketing information and related
concepts
 The term Marketing refers to:
1. The process by which companies
determine what products or
services may be of interest to
customers, and the strategy to
use in sales, communications and
business development (Kolter P et
al (2008) "Marketing defined"
Principles of marketing (5th ed.)
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Marketing information and related
concepts
 The Management process
responsible for identifying,
anticipating and satisfying
customer requirements profitably
(Chartered Institute of Marketing)
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What we know about Marketing
 A business management tool used to:
 identify the customer
 keep the customer
 satisfy the customer.
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What we know about Marketing
 Management process - that seeks
to maximise returns to shareholders
by:
 developing relationships with valued
customers
 creating a competitive advantage.
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Marketing Information defined
 Marketing information is distinct from
market information.
 Market information is provision of
facts and statistics about a certain
market
 Physical market
 Price of a given commodity/service.
 Other aspects of a commodity/service
that are of interest to customers
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Marketing Information defined
 Marketing information is process of
providing relevant, accurate,
reliable, valid, and current
information to support marketing
activities or aid marketing
decisions.
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Marketing Information defined
 Marketing information is a process of
conducting marketing research,
interpretation and communication of
information for decision making.
 Its difference from marketing research,
which is the systematic gathering,
recording and analysis of data about
problems relating to the marketing of
goods and services (American Marketing
Association)
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Marketing Information defined
 A Marketing information System (MKIS) can
be established to electronically data
enter/post, analyse, store and query the
information.
 MKIS defined by American Marketing
Association as a set of procedures and
methods for regular, planned collection,
analysis and presentation of information for
use in marketing decisions.
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Development Planning
 Development planning is deliberate process of
determining sets of strategies and actions to
achieve a predetermined goal about the desired
future.
 It is a public policy instrument that involves
basing on current situations to hypothesize about
a desired future and setting strategies to assist in
attaining set development goal.
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DEVELOPMENT PLANNING
PROCESS
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Development planning typically attempts to
answer the following questions, which
determine distinctive phases of planning:
1. Where are we as a country or community?
(Situational analysis phase)
- prioritizing key issues about the current
situation,
- problems or outcomes
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DEVELOPMENT PLANNING
PROCESS
2. Where do we want to be?
- developing objectives and goal about a
desired future;
3. How to we get there?
- developing strategies, activities and
projects;
- developing budgets to achieve the plans.
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DEVELOPMENT PLANNING
PROCESS
4.How do we know that we have got
there?
- developing monitoring indicators
and targets
 All these phases are supported by
statistics and figures just as
market/marketing research
activities.
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ROLE OF MARKETING INFORMATION IN
NATIONAL PLANNING &
PROGRAMMING
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Role of Marketing Information to
National Planning
1. Sustain the debate on the need
for development planning/
Paradigm shift.
 The debate on the need for
development planning has been
around for decades.
 Neither did the collapse of Soviet
union nor end of cold war succeed to
end this debate.
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Role of Marketing Information to
National Planning cont…
 The need for planning has recently been
rekindled by the ‘global economic crisis’
 The argument is that planning has a role to
play even under private sector–led
development/ free market economy hence
the concept a’ quasi market economy’.
 This debate can only be sustained by
evidence of good practices on performance
of govt strategic interventions (economic
stimuli).
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Role of Marketing Information to
National Planning
2. Ideological rivalries by liberalism theorists
 Proponents of free market
economies/liberalism still have strong views
against interference with invisible forces of the
market
 The argument is that direct Public interventions
distorts free operation of market
 Thus, to counteract liberal theories and
convince them to embrace developing planning
in a liberalised environment requires an
evidence-based social marketing strategy.
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Role of Marketing Information to
National Planning
3. Competition among planning
instruments
 Today, just as businesses must compete
for survival, growth, and market space,
development planning must assume a
more proactive role to cope with increasing
competition.
i.
ii.
iii.
iv.
Poverty Reduction Strategy Papers (PRSPs)
Medium Term Expenditure frameworks
Public Finance/Fiscal Programming systems
Budget strategies (Budget framework papers)
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Role of Marketing Information to
National Planning Cont..
4. Volatile and erotic planning environment

Many emerging developments in internal and
external environment influencing plans.

Predicting on what the future will be and what
it should be is becoming more and more
uncertain.

This can be addressed through proper and
sustained analysis of the planning
environment similar to marketing research.
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Role of Marketing Information to
National Planning Cont..
5.
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Clientele/beneficiary focus in planning.
For development planning to be meaningful,
beneficiaries must be the centre of the development
planning process just as customer is to a business.
Planning should be driven by needs of the clientele
(beneficiaries)
Beneficiary involvements and ownership in the
development process does not come automatically.
It entails systematic identification and mapping of
who the beneficiaries are, where they are and what
their expectations about the plan are like?
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Role of Marketing Information to
National Planning Cont..
6. Priority identification, setting and ranking.
 Choice of development priorities must be informed
by science
 Beneficiaries should be convinced on the choice
programmes and projects of the plan and how they
will create a change in their lives.
 It requires rigorous process of stakeholder
identification, involvement and empowerment as
well as building relationships and synergies with
clientele on sustainable basis.
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Role of Marketing Information to
National Planning Cont..
6. Translation of plans into actions/deeds
 Effective implementation of policies and
strategies into actionable programmes and
projects is a scientific process that requires
lots of information on needs of clientele.
 Implementation of programmes/projects
may meet some resentments from
implementers
 A social marketing strategy can help to a
make a plan a truly ‘household brand’.
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Role of Marketing Information to
National Planning Cont..
7. Customer care notion of planning.
 Achieving organizational goals depends on
knowing the needs and wants of target
markets and delivering the desired
satisfactions.
 Planning should therefore ideally be driven
by needs of the clientele
 A good plan should not only be response to
customer needs, concerns and feelings but
be able to satisfy.
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CONCLUSIONS
 For Planning agencies to be proactive to
addressing development challenges,
there is a need to enhance their
forecasting and predictive capacities.
 Development planning is facing
competition from both ideology and
practice.
 Marketing information is therefore, not
only a factor but a key factor in national
development planning and programming
of development priorities.
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END
THANK YOU FOR YOUR ATTENTION
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