You are on page 1of 24

m  


c 

Marketing An interactive, flexible


Decision computerized information
Support system that enables managers
Systems to obtain and manipulate
information as they are making
decisions.

   


t r ti

Fl xibl

Dis o ry-Ori t d

A ssibl
  
 

Database
The creation of a large
Marketing
computerized file of customers¶
and potential customers¶
profiles and purchase patterns.

The key tool for successful


one-to-one marketing.
  
 
c  
   
c 



 Define marketing research and explain its


importance to marketing decision making
˜     

The process of PLANN


NG,
Marketing COLLECT
NG, and
Research ANALYZ
NG data relevant to
a marketing decision.
     c 
     

Products Uses

Advertising Awareness

Prices Familiarity

Packages New concepts

Names and Logos Traffic patterns

Services Wants

Buying habits Needs

Colors Politics
˜     

 Gathering and presenting


Descriptive factual statements

Diagnostic  Explaining data

Predictive  ³What if?´


c   
      

 Where there is a H
GH
level of UNCERTA
NTY

 When VALUE of research


information exceeds the
COST of generating the
information
?  
?  
 
 Improve the quality of decision making
 Trace problems
 Focus on keeping existing customers
 Understand the marketplace
 Alert them to marketplace
trends
 Gauge the value of goods
and services, and the level
of customer satisfaction
˜  
    
1
Define
Problem
2
Plan Design/ 3
Primary Data Specify
Sampling
Procedure 4
Collect
Data
5
Analyze
Data
6 Prepare/
Present
7 Report
Follow Up
   

Marketing Determining WHAT


NFO
S NEEDED and
Research HOW that information can be
Problem obtained efficiently and effectively.

The s ecific
NFO needed
Marketing to SO E A MARKET
N RESEAR H
Research PRO EM;
Objective the objective sho ld rovide insightf l
decision-making information.

Management A broad-based roblem that


Decision req ires marketing research in order
Problem for managers to take ro er actions.
„    
V offer users flexibility, adaptability, and a quick
response
 V allow users to initiate and control the input and
output
 V operate with little or no assistance from
professional programmers
 V provide support for decisions and problems
whose solutions cannot be specified in advance
 V use sophisticated analysis and modeling tools


 
 roblems should be identified by users
 There must be a body of data to work with and analyze
 The problem must be one for which no simple formula
provides a solution
 There must be some systematic way of thinking about
the problem that a V can automate or assist
 The problem must be important enough to engage the
time and energy of management groups ranging from
first line supervisors to senior management
˜ 
 ?odel-driven V
 hat-if analysis
 Goal seeking analysis
 ensitivity analysis
 Vata-driven V
 uery
 ?ultidimensional analysis, or OLA
 Vata mining
„


Internal Records
V ?arketing Intelligence
Vatabase ?arketing Research

V oftware ystem
Vecision ?odels
OLA Tools
Vata ?ining Tools

User Interactive
Interface uick response
  
Vata ?anagement
Level ΠVata acquisition, storage and retrieval

Vata Analysis
Level
Finding and analyzing relationships
between variables

Vecision Analysis
Level 
rioritization and choice among
decision alternatives
V Œ

 

 Tools
 Vatabase
 Vatabase management system (V? 
 uery facilities
 Report writers
 Vocument and image management system
V Œ

 

 The difficulties
 The amount of data increases exponentially
 Vata are scattered through out organizations and
are collected by many individuals using several
methods and devices
 Only small portions of an organizationǯs data are
relevant for specific decisions
 An ever-increasing amount of external data needs
to be considered in making decisions
V £


 asic data analysis tools
 preadsheet
 hat-if analysis
 Goal seeking analysis
 ensitivity analysis
 Graphical tools
 tatistical tools
V £


 OLA (online analytical processing tools
 Access very large amounts of data
 Analyze the relationships between many types of
business elements
 Involve aggregated data
 Compare aggregated data over time periods
 resent data in different perspectives
 Involve complex calculations between data
elements
V º
 


 3ature of marketing criteria
 uantitative criteria
 ?onetary
›  ›› 
  
 
 3on-monetary
›  ›   › › ›
 ualitative criteria
›  ›  

V º
 


 Vifficulties in decision making
 Human cognitive limitations
 hort term memory ( 
 3on-linear utilities
 caling technique
 3eed to combine different scales
 3o scales for qualitative factors

You might also like