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Chapter 5
Marketing-Information
Management
5.1 The Need for Speedy Information
5.2 The Marketing Research Process
5.3 Managing the Information
Sports and Entertainment Marketing
© Thomson/South-Western
Winning Strategies
NuBoard Media Sports Promotion
 patented a nonresidue adhesive used to attach
plastic bags to the seat backs in sport’s venues
 advertiser literature stuffed into bags
 “winning game pieces” an incentive for attendees to
look in bags
 game attendance, coupon redemption, and
website hits provide marketing-information
feedback
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Lesson 5.1
The Need for Speedy
Information
Goals
 Explain the purpose of marketinginformation management.
 Describe careers in marketinginformation management.
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Terms
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syndicated research
polls
engaged customers
client-side researchers
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REACHING FOR DATA
 marketing research
 gathers data
 identifies solutions to marketing problems
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Who is Buying?
 syndicated research
 research conducted by an independent
company
 offered for sale to everyone in an industry
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Engaging Customers
 polls
 surveys of people’s opinions
 engaged customers
 repeat customers who are completely loyal to
a company’s products and services
 It is five times as expensive to attract the
business of new customers as it is to
retain the loyalty of current customers.
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 Why do businesses need marketing
information?
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CAREERS IN MARKETING
RESEARCH
 Marketing researchers collect and
analyze competitive data.
 provide clients with strategic
recommendations
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Marketing Research Firms
 Marketing research careers will
increase by 18%-26% through 2014.
 client-side researchers
 a staff researcher who co-ordinates the
research efforts of external marketing
research firms
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On the Job
 Director of Marketing
 drives profitable revenue for assigned
products
 manages a team
 tracks sales
 creates schedules and action plans
 develops training materials
 makes presentations
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 Describe some of the job functions of a
marketing researcher.
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Lesson 5.2
The Marketing Research
Process
Goals
 List and describe the steps involved in
marketing research.
 Discuss the human factors in marketing
research.
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Terms
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market research
exploratory research
desk research
descriptive research
causal research
sample
price points
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STEPS IN MARKETING
RESEARCH
 market research
 information gathered on a single target
market
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How It’s Done
 Discover and define the problem
 Analyze current conditions
 Develop the process for data collection
 Collect the data
 Analyze and report the data
 Determine a solution to the problem
 Implement and evaluate the results
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 Discover and Define the Problem
 exploratory research
 conducted when a business is unaware of the
exact problem
 desk research
 reports of other completed research are used to
help define the problem
 descriptive research
 done when the business is aware of the
problem that needs to be solved
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 causal research
 determines the cause-and-effect relationships
when the problem is already clearly defined
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 Analyze Current Conditions
 examine sales volume and customer data
to understand current conditions
 Develop the Process for Data
Collection
 observation or survey
 Collect the Data
 sample
 a representative subset of the large group
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 Analyze and Report the Data
 data patterns are sought
 data is complex
 price points
 the range of prices charged for a category of
merchandise
 graphic representations make data easier to
understand quickly
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 Determine a Solution to the Problem
 Conclusions from the data can lead to
recommended changes to current
conditions.
 Implement and Evaluate the Results
 changes need to be implemented
 effectiveness of changes need to be
evaluated
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 Explain how market research is different
from marketing research.
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THE HUMAN FACTOR
 At times, there may be a conflict
between people in research and people
in sales.
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Research Sophistication
 decisions based on sound information
can greatly increase the chances for
success
 gut feeling and intuition also play a role
in decision-making
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Reducing Conflict
 Marketing research that reveals
dissatisfied customers might make other
departments within the company feel
defensive.
 Researchers should learn about all
marketing functions within the company.
 Research results should be reported in
an understandable format.
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Ethical Research
 Marketing researchers must maintain high
ethical standards and report information
accurately and objectively.
 The identity of research participants should
be protected.
 Researchers have an obligation to protect the
consumer from “misrepresentation and
exploitation under the guise of research.”
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What’s in It for Me?
 Consumers need an incentive for
providing specific information that will
be useful for marketing research.
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Worldwide Data
 Consumer preferences vary among
cultures.
 Marketers need to understand the
preferences of the various cultures to
which they sell products.
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 Briefly describe the reasons for potential
conflict between sales managers and
marketing research managers.
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Lesson 6.3
Managing the Information
Goals
 Explain the options for electronic data
collection.
 Discuss the concept of data-driven
decisions.
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Terms
 data mining
 cookie
 click-through rate
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COLLECTION OF DATA
 It is essential to have high quality data to
receive high quality research results.
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Data Mining
 data mining
 using powerful computers to “dig up” data
to make decisions
 ACNielsen’s research is generally
based on actions rather than opinions.
 electronically monitors actual television
viewing habits of a representative sample
of viewers
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Cookies Anyone?
 cookie
 a small data file that is placed on the hard
drive of a web site visitor
 collects and reports data on the visitor
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Consumer Privacy
 Industry and federal regulators are
addressing issues concerning
customer’s privacy.
 Marketing information gathered from
children is a sensitive area.
 The entertainment industry is trying to
protect its products from piracy.
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 Why do people often resent the
collection of personal data?
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DATA-DRIVEN DECISIONS
 Customers and marketers use data to
make decisions.
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Ranking the Ads
 search engines
 help users find relevant web sites for free
 click-through rate
 (the number of times an ad is clicked on) ÷
(the number of times an ad is shown)
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 Why does Google improve the ranking of
ads that get the most clicks?
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PERFORMANCE INDICATORS
EVALUATED
 Communicate promotional ideas clearly to
the judge.
 Analyze characteristics of the target market.
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 Explain the economic benefits of senior
citizens owning two residences.
 Emphasize the advantages of a retirement
village concept that involves two locations.
 Understand the product being promoted
and its value to the target market.
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THINK CRITICALLY
1. Why are two residences attractive to
many senior citizens?
2. How do high gas prices affect senior
citizens who use RVs?
3. List three characteristics of the
retirement communities that are
attractive to senior citizens.
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