Download Marketing-Information Management - S-EMarketing

Marketing-Information
Management
Chapter 05
Pages 120-143
Daily Agenda for the Week of April 04, 2011
04/04 Monday
5.1 The Need for Speedy Information
Slides 1-17
04/05 Tuesday
5.2 The Marketing Research Process
Slides 18-40
04/06 Wednesday
5.3 Managing the Information
Slides 41-54
Daily Agenda
1. 5 minutes – Chapter 05 Quizlet
2. Complete Chapter 05 PowerPoint – assigned daily section
3. Post to Edmodo – Turn In on assigned day
4. Work on Project Proposal for The Marketing Event
1. See The Marketing Event PowerPoint
All Chapter 05 work is to be completed independently.
The Marketing Event is to be completed with your assigned group.
Chapter Information
Marketing Information
Management
5.1 The
Need for
Speedy
Information
5.2 The
Marketing
Research
Process
5.3
Managing
the
Information
Marketing-Information Management
Concept Map
of Unit
Key
Learning(s)
Unit Essential
Question
• Marketing-Information Management (MIM)
• Understand how marketing-information
management effects the product life cycle and
consumer.
• How does marketing –information
management effect the consumer and product?
5.1
Pages 122-125
Monday, April 4, 2011
THE NEED FOR SPEEDY
INFORMATION
5.1 The Need for Speedy
Information
Lesson Essential
Questions
Vocabulary
• What is the purpose of marketing-information management?
• Why do businesses need marketing information?
• What careers are found with marketing-information
management?
• What are some of the job functions of a marketing
researcher?
• Syndicated research
• Polls
• Engaged customers
• Client-side researchers
Reaching For Data
Who is Buying?
Engaging Customers
Intermission – Page 123
Why do businesses
need marketing
information?
•Answer
Careers in Marketing Research
Marketing Research Firms
On the Job
Intermission – Page 124
Describe some of the
job functions of a
marketing researcher.
• Answer
5.1 The Need for Speedy
Information - LEQs
What is the purpose of
marketing-information
management?
• Answer
Why do businesses
need marketing
information?
• Answer
5.1 The Need for Speedy
Information - LEQs
What careers are found
with marketinginformation management?
• Answer
What are some of the job
functions of a marketing
researcher?
• Answer
5.1 Encore: Think Critically
Why would presentation skills be
important to a marketing research
director?
• Answer
Provide two examples of how
presentation skills might be used in the
position.
• Answer
5.1 Encore: Think Critically
Are there sports teams to which you are totally
loyal? If so, whom?
• Answer
Or, do you lose interest and make fewer teamrelated purchases when the team is not winning?
• Answer
Describe some possible strategies for keeping
fans “engaged” during team losing streaks.
• Answer
5.2
Pages 126-132
Tuesday, April 5, 2011
THE MARKETING
RESEARCH PROCESS
5.2 The Marketing Research Process
Lesson Essential
Questions
Vocabulary
• What are the steps involved in marketing research?
• How is market research different from marketing research?
• What are the human factors in marketing research?
• What are the reasons for potential conflict between sales managers and
marketing research managers?
• Market research
• Explatory research
• Desk research
• Descriptive research
• Casual research
• Sample
• Price points
Steps in Marketing Research
How It’s Done
1. Discover and Define the Problem
2. Analyze Current Conditions
3. Develop the Process for Data
Collection
4. Collect the Data
5. Analyze and Report the Data
6. Determine a Solution to the
Problem
7. Implement and Evaluate the
Results
Intermission – Page 129
Explain how market
research is different
from marketing
research.
• Answer
The Human Factor
Research Sophistication
Reducing Conflict
Ethical Research
What’s in It for Me?
Worldwide Data
Intermission – Page 131
Briefly describe the
reasons for potential
conflict between sales
managers and marketing
research types.
• Answer
5.2 The Marketing Research Process
- LEQs
What are the steps
involved in marketing
research?
• Answer
How is market research
different from
marketing research?
• Answer
5.2 The Marketing Research Process
- LEQs
What are the human factors in
marketing research?
• Answer
What are the reasons for
potential conflict between
sales managers and marketing
research managers?
• Answer
5.2 Encore: Think Critically
Write a paragraph
explaining why defining the
problem is critical to the
marketing research
process.
• Paragraph Answer
5.2 Encore: Think Critically
Movie theaters often charge more for popcorn and a drink
than they charge for a movie ticket. Is there a point at which
moviegoers will not buy refreshments because of the price?
• Answer
How can theaters know the price point at which demand is the
highest?
• Answer
Describe how the price point may be determined.
• Answer
5.3
Pages 133-137
Wednesday, April 6, 2011
MANAGING THE
INFORMATION
5.3 Managing the Information
Lesson Essential
Questions
Vocabulary
• What are options for electronic data collection?
• Why do people often resent the collection of personal
data?
• What is the concept of data-driven decisions?
• Why does Google improve the ranking of ads that get
the most clicks?
• Data mining
• Cookie
• Click-through rate
Collection of Data
Data Mining
Cookies Anyone?
Consumer Privacy
Intermission – Page 135
Why do people often
resent the collection
of personal data?
• Answer
Data-Driven Decisions
Ranking the Ads
Intermission – Page 136
Why does Google
improve the ranking of
ads that get the most
clicks?
• Answer
5.3 Managing the Information LEQs
What are options for
electronic data
collection?
Why do people often
resent the collection
of personal data?
• Answer
• Answer
5.3 Managing the Information LEQs
What is the concept of
data-driven decisions?
• Answer
Why does Google
improve the ranking of
ads that get the most
clicks?
• Answer
5.3 Encore: Think Critically
Think about the ways marketers collect data from
customers. Is there a difference in collecting data from
volunteers as opposed to unknowing consumers?
• Answer
Explain ethical issues and privacy concerns.
• Answer
What boundaries do you believe should be set?
• Answer
5.3 Encore: Think Critically
Advertising tobacco products
on television is prohibited. Why
would market researches still
want to collect data bout
televised sports watched by
smokers?
• Answer