* Gathering and using information
* Understanding buyer behavior
* The product mix
* Core benefit versus brand proposition
* The role of qualitative research
* The brand
* Assessing a foreign country market
* Corporate strategy
* Competitive strategy
Projects/activities/assignments
* Short texts with questions (written and oral)
* Focus group activity
* Market penetration case study with a report
* International marketing case study
Marketing Information System:
A system you implement to gather information, analyze and distribute information. It consists of people, equipment and procedures.
To set up an MIS, four important questions must be addressed:
1. What kind of information do you need?
2. How and where do you get it?
3. How do you sort it analyze it?
4. How do you distribute it?
Question 1: What kind of information do you need?
Getting information can be expensive. Be selective and efficient. What is really necessary?
Question 2: How and where do you get the information?
Look inside your company - build an internal data base.
Analytické CRM
English: Screenshot from WebCRM
WSIS Forum 2013 - AL C6 Enabling Environment (ITU)...Look outside your company - do marketing "intelligence" ( gather publicly available information about suppliers, competitors, the environment etc.)
Do marketing research:
Marketing research is specific to a situation facing the company.
Objectives of research may be:
Exploratory - to define the problem
Descriptive - product potential, buyer behavior
Causal - look for cause and effect
You can collect both:
Primary data - specific to your problem
and
Secondary data - already done in the past for other purposes
If you collect primary data you may choose different approaches:
Observational research (is often exploratory):
Ethnographic and mechanical
Survey research (is often descriptive):
Asking questions
Experimental (is often causal
Mail questionnaires
Interviews
Focus groups
Samples
Question 4: How do you analyze it?
Sometimes the data is overwhelming (too much) and...