Marketing Research and Information Systems Product may be classified into two categories: (1) consumer goods; and

fied into two categories: (1) consumer goods; and (2) industrial
goods
- is a structure consisting of people equipment, and procedures to continually gather and
analyze data to provide marketing managers with information they need to make Consumer goods are those intended for final consumption by consumers. They may be
decisions. classified according to:

The tasks of the MKIS consists of the following: (1) Rate of Consumption and Tangibility
1. Define information needs
2. Develop needs information Durable goods - tangible goods which normally survive many uses.
3. Distribute the information the time they are needed. Non-durable goods - tangible products which are consumed in one or a few uses.
Services - intangible goods like activities, benefits, or satisfactions which are
Marketing Intelligence- refers to the gathering of everyday information about offered for sale.
developments in the marketing environment.
(2) Consumers shopping Habits
Information may be sourced internally or externally.
Convenience goods - those which are purchased with a minimum of effort.
Ways to scan the environment: Shopping goods - those that are bought only after an effort to compare with other
Undirected viewing goods is made.
Conditioned viewing Specialty goods - those that are consumers seek to buy and they are not willing
Informal search or they are not able to accept substitutes.
Formal search Unsought goods - those that are not yet wanted by or are still unknown to the
consumers.
Marketing Research - defined as the systematic gathering, recording and analyzing of
Industrial Goods are those used in the production of other goods. They are categorized
data about problems relating to the marketing of goods and services.
as follows:
Marketing Research process is undertaken using the scientific method which may be
1. Installations - industrial products with long life, are generally expensive, and they form
defined as a decision-making approach. The marketing research process is consists of
part of the major capital equipment of an industrial firm.
five steps:
2. Accessory Equipment - industrial goods that are used as aids in the production
1. Definition of the problem
2. Situation analysis process.
3. Obtaining primary data
Three methods of obtaining the data 3. Raw Materials - unprocessed goods that will become part of another product.
- observation
4. Component Parts and Materials - processed industrial goods that will still be used and
- survey
- experiment become an actual part of the finished product.
4. Interpretation of data
5. Problem solution 5. Supplies - items that are used as aids in the operating process but do not become part
of the finished product.
Product
6. Services - expense items that assist in the operations.
A product is anything offered for sale by a firm to buyers to satisfy their physical,
symbolic, and psychological wants and needs.
Branding - the marketing action which identifies and helps differentiate the goods and Product Warranty - the manufacturers promise as to the extent of the repair,
services of one seller from those of another. replacement, or otherwise compensation for defective goods.

Brand - is a name, term, sign, symbol, or design, or a combination of these elements,
that is intended to identify the goods or services of one seller or a group of seller.
Legally registered brands are provided with legal protection called trademark.
Brand Name refers to that part of a brand consisting of words, letters, and/ or numbers
that can be vocalized.
Brand Mark refers to that part of a brand that appears in the form of a symbol, design,
or distinctive coloring or lettering, and which cannot be vocalized.
Branding Strategies:
1. Manufacturing branding - branding strategy in which the brand name for a product is
designated by the manufacturer. Can either be multiproduct approach or multibrand
approach
Warranties may either be:
Express warranties - written statements of a manufacturers liabilities for the
product.
Implied warranties - assign responsibility for product deficiencies to a
manufacturer.
Product Life Cycle four stages:
1. Introduction - product is introduced to the public
2. Growth - growth in sales after successful introduction
3. Maturity - when the growth stage slows down, the maturity stage begins to take
over
4. Decline - begins with the permanent drop in sales

2. Reseller branding - also referred to as private labeling or private branding, refers to

the branding strategy of a firm which manufactures products but sell them under the
brand name of a reseller.

3. Mixed branding - refers to the use of the manufacturer and reseller brands in a
product.

4. Generic branding - strategy in which lists no product name, only a description of

contents.

Packaging - refers to all activities involved in designing and producing the container or
wrapper for a product. The container or the wrapper is the package.

Labeling - part of the product which provides information about the product and the
manufacturer is called the label

Types of labels

Brand label
Descriptive label
Grade label
Promotional label