El mundo

Foundation Marketing
BABA II – 2010/2011

Lesson 5

Part 2: Developing Marketing Opportunities and Strategies 5. Managing Marketing Information
Dr. Valéria Pavluska Department of Marketing valeria.pavluska@ktk.pte.hu

Learning Goals
1. Explain the importance of information to the company 2. Define the marketing information system 3. Outline the steps in the marketing research process 4.Explain how companies analyze and distribute information 5. Discuss special issues of marketing research (e.g. ethics, public policy)

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Case of New Coke of Coca Cola Co.
 Stronger competition with  Pepsi, loss of market share  1985: New Coke – sweeter, smoother taste  At first it is sold well, but very soon poor sales begin  Over 1,500 phone calls  each day from angry customers Old Coke (Coke Classic) returns in only 3 months and stands as flagship brand of Coca Cola again

New Coke: A Product Failure

Reason: Poor Marketing Research
A two year new product research for $4 million:
200 000 blind tests on taste 60% chose the new formula over the old 52% chose New Coke over Pepsi It seemed to be a winner

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Marketing research problem was defined too narrowly:Blind test looked only taste, did not explore consumers feelings (non intangible factors) Symbolic meaning meant more for many people then experience
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Goal 1: Importance of information

Role of Information
    „Information is power” Requirement from decision makers: enough information of the right kind  Companies try to build and improve their marketing information system (MIS) MIS ismainly about customers information, but not only It also contains marketplace, external and internal factors information, etc.)
Goal 1: Importance of information
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Marketing Information System
Definition of MIS: Consists of people, equipment and procedures to gather, sort, store, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers.
Marketingenvironment

MIS
Marketing decisions Internal information Information acquired by examination and searching the environment

Goal 2: Marketing information system

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MIS is for Decision Makers
A well-designed MIS:  Assesses information needs through interactions with information users  Develops required information from internal and external sources  Helps users analyze informationfor marketing decisions  Distributes the marketing information and helps managers use it for making decisions
Goal 2: Marketing information system
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Assessing Marketing Information Needs
 The MIS serves primarily company’s marketing and other managers  It may also provide information to external partners (suppliers, marketing agencies etc.)  A good MIS should balance the informationmanagers would like to have against what they really need and what is feasible to offer  Why?
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not all information can be obtained (e.g. competitors) not all information is really important too many information is embarassing obtaining, processing, sorting, and delivering information are costly
Goal 2: Marketing information system
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Developing Marketing Information 1.
ObtainingInformation (Sources of Info)
 Internal data  Marketing intelligence  Marketing research
 Internal data can be gathered from different company databases
customer databases accounting, financial records on sales, costs, cash flows operations reports on production, inventories, etc.

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Advantages include quick, easy and cheap access to information Disadvantages come from the incompleteness orinappropriateness of data to a particular situation
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Goal 2: Marketing information system

Developing Marketing Information 2.
Obtaining Information (Sources of Info)
 Internal data  Marketing intelligence  Marketing research
 Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment...