Sources of information - external sources
Organisations have the ability to buy information: The competition Professional bodies – CIM membership Experts/ management consultancies Trade magazines – see the Grocer Marketing Intelligence
Areas to collect data/information
The macro environment • Political • Economic • Social • Technological • Legal • Ecological Can we predict what issues they will throw up in the future that will affect our operations?
What do we use the information for
The information collected, stored and distributed can now be used for: • Analysis • Planning • Implementation and • Control
Tutorial
1. With regard to information what is the starting point for any organisation and why is this important? 2. What areas do organisations need to monitor and actively collect information from? 3. What is an MIS system? And how does it differ from a MKIS? 4. Identify some of the ways data and information can be collected for a MKIS.
Sources of information - internal process
When organisations have actively collected information through their management information systems, the marketing intelligence they bought and the marketing research the have undertaken they must look at the data collected from all three areas and try to make sense of it all and turn it in to information. Information analysis
Areas to collect data/information
• • • • • • Micro environment Marketplace – trends Customers – especially the target market Competition – what are they doing? Suppliers – what do they know? Intermediaries – who is threatening? Other stakeholders – publics who have an interest in our activities
Sources of information - external sources
The company can actually instigate their own research to solve their problems: Market research companies: hard copy (print) and on-line data – very expensive but valuable Surveys – very popular Observation – has much to offer marketers Experimentation – limited due to the need for control groups Marketing Research
The Marketing Information System (MKIS)
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Sources of information - internal sources
Using the information collected through sales transactions, and found in the Management Information Systems (M.I.S.), it is what we know (or what we really should know!!) What customers buy When customers buy Where customers buy How much customers buy Who does the buying???? Internal databases
M.B.A.
The case for a Marketing Information System - MKIS
Information for Marketing Decision Mห้องสมุดไป่ตู้king
A CEO at Unilever was once quoted as saying
“if Unilever only knew what it knows, it would double it’s profits” This highlights the fact that organisations need to work out – 1. What they need to know 2. A system to collect data for information 3. Ways to disseminate the information