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Management
Information for
Marketing Decisions

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When did you last do
Marketing Research ?
And what was that about?

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 Common-Wealth Games
 What do these mean to Marketer?
 What will Delhi be at that time?
 What should you be looking forward to ?
 What opportunities for –
 Telecom
 Health services
 Travel and transportation
 Media and Ads Agency

 Any threat to anyone?

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 Some common Marketing
Issues
 Are my customers satisfied?
 How is my current product doing?
 How long it is going to last?
 What new products can I do and when?
 Is my price too high? Too low?
 Is everything in order with my ad
campaign?
 How is competition reacting?
 Anything more that my channel can do?
 And many more …..
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Information
Reduces
Uncertainty

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 The Role of
Marketing
Research in
Strategic Planning

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Marketing Information Marketing Strategy Planning Process

Strategic Decision-Making

External Market Environment 8

 Marketing Management

Marketing: Planning and executing

the 4 P’s in order to satisfy the
business enterprise and its customers.
Management: Getting the right
goods and services, to the right people,
at the right place and time, with the
right price, through the right blend of
promotional techniques. 9
Why Marketing Information

Marketing
information
systems
Marketing
Decision
Making
Marketing
research

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 Marketing research is the
systematic and objective What is
 identification
 collection
Marketin
 analysis g
 dissemination Research
 and use of information
?
for the purpose of improving
decision making related to the
 identification and
 solution of problems and
opportunities in marketing. 11
 Sources of Information
Information needed by managers can be obtained from:

Computerized collection of
Internal
information from data sources (i.e.
Data
Accounting) within the company.

Collection and analysis of publicly

Marketing available information about
Intelligence competitors and the Marketing
environment

Design, collection, analysis, and

Marketing reporting of data about a specific
Research marketing situation facing the
organization.
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The Marketing
Information
System

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14
Redefining Marketing
Research
Used to identify and define
market opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance

Improve understanding of
marketing as a process
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 Stages In Developing And
Implementing A Marketing
Strategy
 Identifying
and evaluating
opportunities
 Analyzingmarket segments
and selecting target markets
 Planning
and implementing a
marketing mix
 Analyzing market performance
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Strategic Marketing Planning:
Situation Analysis
In situation analysis, marketing
research helps to:
 Locate and identify new market
opportunities for a company.
 Identify groups of customers who
possess similar needs,
characteristics and preferences.
 Identify existing and potential
competitors’ strengths and 17

weaknesses.
 Marketing Research
SEGMENTATION RESEARCH

 Determine the basis of segmentation

 Establish market potential and
responsiveness for various segments
 Select target markets
 Create lifestyle profiles:
demography, media, and
product image characteristics
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Planning Marketing Mix
PRODUCT RESEARCH

Two categories of Studies

relating to products :
2. Customer Satisfaction
Studies
3. Used to pinpoint pros and
cons in a firm’s marketing
mix
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 Planning Marketing Mix
PRODUCT RESEARCH
Test concept
 Determine optimal product design
 Package tests
 Product modification
 Brand positioning and repositioning
 Test marketing
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 Planning Marketing Mix
PRODUCT RESEARCH
 To isolate and articulate the nature
of consumer attitudes
 Development and exploring new
segments and Dropping poorly
performing products
 Service Quality Studies
 Measure the “gap” between what’s
expected and what’s delivered in
terms of “quality”
 Focuses on the most important
attributes to the customer 21
 Planning Marketing Mix
PROMOTIONAL RESEARCH

Marketing research methods used

to acquire information about the
performance of a promotional
program must consider:
 Advertising Effectiveness
 Attitudinal Research
 Sales Tracking

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 Planning Marketing Mix
PROMOTIONAL RESEARCH
 Optimal promotional budget
 Sales-promotion relationship
 Optimal promotional mix
 Copy decisions
 Media decisions
 Creative advertising testing
 Evaluation of advertising effectiveness
 Claim substantiation 23
 Planning Marketing Mix
PRICING RESEARCH
“How much does it cost?... I’ll buy it!”
Establishing and modifying prices leads us to
ask:
 How large is the demand potential within
the target market?
 How sensitive is demand to changes in
price levels?
 What non-price factors are important to
customers?
 What are the sales forecasts at various
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prices levels?
 Planning Marketing Mix
PRICING RESEARCH

 Pricing policies $ALE

 Importance of price in brand selection
 Product line pricing
Initiating and responding to price changes

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 Planning Marketing Mix
DISTRIBUTION RESEARCH

Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & resale
coverage
 Channel margins
 Location of retail and wholesale 26

outlets
 Performance-monitoring
Research
 Research that regularly provides
feedback for evaluation and
control
 Indicates things are or are not
going as planned
 Research may be required to
explain why something “went
wrong”
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 Target Marketing and Marketing Strategy
Target
Market Design
Characteristi
Key Variables to Measure
cs
Demographics Age, gender,, income, religion, occupation,
family size and geographic location

Psychographics Consumer activities, interests, and opinions

Product Occasion (special use, gift); situation (climate,
usage time of day, place); and usage context (heavy,
medium, or light)
Brand Level of brand loyalty, salient product
preferences attributes, and product/brand awareness
Decision Size and frequency of purchase; propensity to
process purchase; risk of purchase (high, medium,
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low); and product involvement
 Analyzing Marketing
Performance:
Strategy Implementation &
Control
captures and provides information
required to implement strategy and
make long-range plans for the
future.
It utilizes a “system” made up of the
following three components:
 Product Analysis
 Environmental Forecasting
 A Marketing Decision Support 29

System (MDSS)