Download Marketing Information System

Chapter 5
Marketing
Information
Systems and
Marketing
Research
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4th edition
Kotler, Bowen, and Makens
“Know your enemy and know
yourself, and in a hundred battles
you will never be in peril”
-Sun-Tzu
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Kotler,
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andMakens
Makens
Chapter Objectives
• Explain the concept of the marketing
information system
• Identify the different kinds of information
the company might use
• Outline the marketing research process
©2006 Pearson Education, Inc.
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Marketing Information
System
A Marketing Information System (MIS)
consists of people, equipment, and
procedures to gather, sort, analyze, evaluate,
and distribute needed, timely, and accurate
information to marketing decision makers
©2006 Pearson Education, Inc.
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Marketing Information System
©2006 Pearson Education, Inc.
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Assessing Information
Needs
• There must be a balance between what
information is wanted and what is cost
effective, obtainable and needed
• Too much information can be as harmful as
too little
• Information gathering costs can add up
quickly
©2006 Pearson Education, Inc.
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Developing Information
• Information can be obtained from internal
company records, marketing intelligence and
marketing research
• Data warehouses contain all customer
information in a single, accessible source
• Guest history information the most valuable
©2006 Pearson Education, Inc.
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Guest Information Trends
• Booking patterns
• Cancellations
• Conversion
percentages
• Overbooking
patterns
• Historical
occupancy
trends
• Yield pattern
by season
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Guest Information
Management
• Guest comment cards
• Listening to and speaking with guests
• Automated systems
• Mystery shoppers
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Guest Information
Management
• Company records
• Point-of-sale information
• Corporate customer and marketing
intermediary information
©2006 Pearson Education, Inc.
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Marketing Intelligence
Marketing intelligence includes everyday
information about developments in the
marketing environment that helps
managers prepare and adjust marketing
plans and short-run tactics
©2006 Pearson Education, Inc.
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Marketing Intelligence Forms
• Internal marketing intelligence
• External marketing intelligence
• Competitive information
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Internal Marketing Intelligence
• Company executives
• Hotel owners and managers
• Contact personnel
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External Marketing Intelligence
• Macro market information
• Competitive information
• New innovation and trends
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Competitive Information
• Competitors annual reports
• Trade magazines, press releases,
advertisements
• In today’s information age, companies
leave a paper trail
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Marketing Research
Marketing research is a process that identifies
and defines marketing opportunities and
problems, monitors and evaluates marketing
actions and performance, and communicates
the findings and implications to management
©2006 Pearson Education, Inc.
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Marketing Research Process
1. Define the problem and research
objectives
2. Develop the research plan
3. Implement the research plan
4. Interpret and report the findings
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Defining the Problem and
Research Objectives
• Exploratory research – gather preliminary
information to help define the problem and
suggest hypotheses
• Descriptive research – describe the size
and composition of the market
• Causal research – tests hypotheses about
cause and effect relationships
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Developing the Research Plan
• Determining Specific Information Needs –
translate research objectives into specific
information needs
• Gathering Secondary Information –collect
information that is already in existence
• Planning Primary Data Collection – information
being collected for the specific purpose at hand
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Research Approaches
• Observational research
• Survey research
• Experimental research
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Contact Methods in Research
• Mail
• Telephone
• Personal Interview
– Individual (intercept) interview
– In-depth interview
• Internet surveying
– Electronic mail
– Web page
• Focus groups
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Sampling Plan
• A sample is a segment of the population
selected to represent the population as a
whole
• To design a sample four decisions must be
made:
– Who will be surveyed?
– How many people will be surveyed?
– How will the sample be chosen?
• Probability or nonprobability samples
– When will the survey be given?
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
Marketing for
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Research Instruments
• Primary research instruments
– The interview
• structured e.g questionnaires
• unstructured
– Mechanical devices
– Structured models eg. test markets
• What are some types of closed-ended and
open-ended questions?
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Information Analysis
• Analysis of collected information can assist in
distinguishing relationships between data
• Help managers answer questions like “what
if” and “which is best”
©2006 Pearson Education, Inc.
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Distributing Information
• Information is not helpful unless it is able to
reach the managers clearly and in a timely
manner
• Recent developments in information handling
have led to a revolution in its distribution
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
Marketing for
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International Marketing
Research
• Many barriers exist that can make
international research more difficult:
– Lack of secondary information
– Language
– Culture
©2006 Pearson Education, Inc.
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Best Practices
• Marriott Research Priorities
–
–
–
–
–
–
Market segmentation and sizing
Concept development and product testing
Price-sensitivity assessment
Advertising and promotions assessment
Market tracking
Customer satisfaction
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
Marketing for
Marketing
Hospitality
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Hospitality
Tourism,and
4thTourism,
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Kotler,Bowen,
Bowen,and
andMakens
Makens
Key Terms
• Causal research
• Descriptive research
• Experimental research
• Exploratory research
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
Marketing for
Marketing
Hospitality
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Hospitality
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4thTourism,
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Kotler,Bowen,
Bowen,and
andMakens
Makens
Key Terms
• Internal records information
• Marketing information system (MIS)
• Marketing intelligence
• Marketing research
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
Marketing for
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Hospitality
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Key Terms
• Observational research
• Primary data
• Sample
• Secondary data
• Survey research
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
Marketing for
Marketing
Hospitality
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Hospitality
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