tailieunhanh - Lecture Principles of Marketing - Chapter 4: Managing Marketing information

Chapter four explain the importance of information to the company and its understanding of the marketplace, define the marketing information system and discuss its parts, outline the steps in the marketing research process, explain how companies analyze and distribute marketing information, discuss the special issues some marketing researchers face, including public policy and ethics issues. | Chapter Four Managing Marketing Information Explain the importance of information to the company and its understanding of the marketplace. Define the marketing information system and discuss its parts. Outline the steps in the marketing research process. Explain how companies analyze and distribute marketing information. Discuss the special issues some marketing researchers face, including public policy and ethics issues. 4- Copyright 2007, Prentice Hall, Inc. The Situation Firm began by offering classically styled, high-quality leather handbags. Women needed only two purses in brown or black. Mid-1990s: sales slowed. Consumer preferences changed as more women entered the workforce. Designer bags made Coach’s look plain. Coach – Research Revamps Strategy Case Study Research’s Role Method: Interviews 14,000 women annually. Watches trends for “market voids.” Key research findings: 1) desire for “fashion pizzazz” in handbags. 2) “Usage voids.” New products are created to fill voids | Chapter Four Managing Marketing Information Explain the importance of information to the company and its understanding of the marketplace. Define the marketing information system and discuss its parts. Outline the steps in the marketing research process. Explain how companies analyze and distribute marketing information. Discuss the special issues some marketing researchers face, including public policy and ethics issues. 4- Copyright 2007, Prentice Hall, Inc. The Situation Firm began by offering classically styled, high-quality leather handbags. Women needed only two purses in brown or black. Mid-1990s: sales slowed. Consumer preferences changed as more women entered the workforce. Designer bags made Coach’s look plain. Coach – Research Revamps Strategy Case Study Research’s Role Method: Interviews 14,000 women annually. Watches trends for “market voids.” Key research findings: 1) desire for “fashion pizzazz” in handbags. 2) “Usage voids.” New products are created to fill voids (wristlets, fabric bags, Signature line, etc.). Sales and earnings grow. 4- Copyright 2007, Prentice Hall, Inc. The Importance of Marketing Information Companies need information about their: Customers’ needs Marketing environment Competition Marketing managers do not need more information, they need better information. 4- Copyright 2007, Prentice Hall, Inc. Marketing Information System An MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. The MIS helps managers to: Assess information needs Develop needed information Distribute information 4- Copyright 2007, Prentice Hall, Inc. Assessing Information Needs A good MIS balances the information users would like against what they really need and what is feasible to offer. Sometimes the company cannot provide the needed information because it is not available or due to MIS limitations. Have to decide whether .

• Marketing - Bán hàng
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
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• Marketing information
• Managing Marketing information
• Online marketing
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• Direct marketing model
• Marketing in the digital age
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• Introduction of Marketing
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• Marketing management’s ability
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• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system