Marketing at Work
Marketing Information System
Group 8
Group 8 Members
Chang
M987Z221
Gift
M987Z225
Martin
M987Z208
Van
M987Z256
Steve
M987Z229
Introduction
Conducting Marketing Research
Forecasting Demand
Marketing Intelligence
Conducting Marketing
Research
• Market research is an effective way to learn about potential
customers, their opinions, habits, trends and future plans. Use it to
determine the geographic area of a business and demographic
characteristics of customers such as age, gender, income and
educational level.
• Market research may make the difference between the right and
wrong decisions that affect sales. It may reveal unfilled needs,
suggest marketing strategies or identify the competition's strengths
and weaknesses. Business cannot afford poor decisions.
• Market research involves asking questions, recording information
and taking time to learn from the information. Market research
develops an information base to estimate sales, develop market
strategy and decide how to enter the market.
• One approach to market research is to compare customer needs
and wants to competitors' weaknesses as well as to customer
demographics.
Conducting Marketing Research
Process
• Step 1: Define the problem,
the decision alternatives,
and the research
objectives.
• Step 2: Develop the
research plan.
• Step 3: Collect the
information.
• Step 4: Analyze the
information.
• Step 5: Present the
findings.
• Step 6: Make the decision.
Step 4
Step 3
Step 5
Proces
s
Step 2
Step 6
Step 1
Forecasting Demand
• Forecasting Demand is the activity of
estimating the quantity of a product or service
that consumers will purchase. Demand
forecasting involves techniques including both
informal methods, such as educated guesses,
and quantitative methods, such as the use of
historical sales data or current data from test
markets. Demand forecasting may be used in
making pricing decisions, in assessing future
capacity requirements, or in making decisions
on whether to enter a new market.
Forecasting Demand Process
• Step 1: Determine the
purpose of the forecast.
• Step 2: Establish a time
horizon.
• Step 3: Select a
forecasting technique.
• Step 4: Obtain, clean
and analyze appropriate
data.
• Step 5: Make the
forecast.
• Step 6: Monitor the
forecast.
Step 6
Step 5
Step 4
Step 3
Step 2
Step 1
Marketing Intelligence
• Market Intelligence (MI), according to
Cornish, “the process of acquiring and
analyzing information in order to
understand the market (both existing and
potential customers); to determine the
current and future needs and preferences,
attitudes and behavior of the market; and
to assess changes in the business
environment that may affect the size and
nature of the market in the future.”
Marketing Intelligence
• Market Intelligence can be divided into two
spheres
– Market Intelligence based on external data
– Market Intelligence based on internal data internal
– Often Market Intelligence relies purely on external
data such as analysts reports, but there is often a
great deal of untapped information internally that
would give you an insight into your market, from
sources such as databases and prospect lists, and an
holistic view can prove very insightful.
Conduct Marketing
Research &
Forecast Demand
Simple Layout
Data Collecting
Data Processing
Action/results
Data Mining Process
711
Buy N Save
Bud
Distributor
Liquor marts
Restaurants
Data/Information
Data Information
•
•
•
•
•
•
Product
Time
Preference
Price
Store Inventory
Competitors Info
Various Source of Data/Information
Store Level Data
Additional Data
from other resourcers
Monthly Surveys
(Nielsen Style Consumer Surveys)
Forecasting
Application of Data/information
Supply/Restock
Data/Information
Marketing Strategy
Marketing/Promotion
Competition Radar
Successful Strategy
Store level data
Diversified
marketing
campaign
Census figures
on ethnic and economic
make up of neighborhoods
Marketing Intelligence System
Anheuser-Busch Use Marketing Intelligence System :
•
as an internal records system to collect the consumer’s information in
cooperation with suppliers, distributors, retailers, wholesalers, etc.
•
To obtain everyday information about developments in the marketing
environment.
• Motivate the sales force and report new developments.
•
Selling what the market needed in the right place and the right time.
How to improve the quality of Marketing
Intelligence
• Train and motivate the sales force and report new
developments
• Motivate distributors, retailers, and other intermediaries
to pass along intelligence.
• Use external network
• Purchase information from outside sources
• Get feedback from customer to collect competitive
intelligence.
Marketing Research Process
Define the problem and research objectives.
Develop the research plan.
Collect the information.
Analyze the information.
Present the findings
Make decisions.
Marketing Information System
the use of internet in acquiring information
• Advantage
• Disadvantage
• Can be accessed
more quickly
• Less expensive
• Incomplete or
misleading
information
• Wrong form for
decision making
• Amount of information
• Data Gathering :
– Formal : Internet
– Informal : Hall talks, physical evidence, dumpster
diving
• Advertisement
– Negative Campaign on rivals.
– Positive Campaign on your brands and products.
– Ethical issues : Aggressive but not illegal
• Counter Intelligence
– Providing competitive marketing intelligence training.
– Encounter the competitors‘ determined marketing
intelligence efforts.
• Formal source:
– Internal: executives, engineers, sales force, etc.
– External: suppliers, resellers, key customers, etc.
– Internet : online databases, annual reports, provide
data to attract customers, partners, suppliers
• Informal source :
– Taking advantage of publicly available information.
– Dumpster diving vs. ethical issues.
•
•
Dumpster diving : look after every details of competitors,
even their garbage, as a comparison.
It is legal but against the ethical issues between competitors,
being impolite in the competition.
Advertisements-Positive
campaigns (Anheuser)
•
Environment awareness:
– Today, many companies are "going green." But
Anheuser-Busch is proud of their tradition of
environmental stewardship dates back to our
founder, Adolphus Busch
– In the late 1800s, he began recycling leftover grain
from the brewing process, using it for cattle feed, a
practice that continues today.
– Recycle more than 99 percent of the solid waste
they create .
– Subsidiary Anheuser-Busch Recycling Corp. is one
of the world's largest recyclers of aluminum
beverage containers, recycling more than 27 billion
cans annually. That's five cans for every four we
package.
Advertisements-Positive
campaigns (Anheuser)
• Strive to conserve water and energy: Bio-Energy
Recovery System (BERS), a technology that uses
nutrient-rich wastewater from the brewing, lowers
greenhouse gas emissions.
• Environment responsibilities:
– Recycling and Packaging
– Water conservation
– Energy
– Wildlife and habitat
Advertisements-Positive
campaigns (Anheuser)
• Social responsibilities:
– Charity giving: Support a variety of causes
including education, health care and human
services, minority leadership and economic
development, civic, cultural enrichment and
environmental conservation.
– Disaster relief
– Responsibility matters:
•
Anheuser-Busch is the global industry leader in
promoting responsibility, with ads dating back to
the early 1900s.
Advertisements-Positive
campaigns (Anheuser)
– Responsibility matters:
• Since 1982, the company and its wholesalers nationwide have
invested more than $750 million in alcohol awareness and
education programs and partnerships.
• Underage drinking: Anheuser-Busch is adamantly opposed to
underage drinking and working hard to be part of the solution.
• Drunk driving: Anheuser-Busch has developed and implemented
a variety of programs to fight drunk driving.
• College issues: Anheuser-Busch is committed to addressing
alcohol abuse issues on college campuses.
• Responsible drinking: Anheuser-Busch has a vested interest in
the responsible consumption of its products.
– Emphasize on rivals weaknesses, to make it
publicly known.
– Put more strength in your each advertisements
by adding offensive style about rivals in your
ads.
– Public discussion with rivals as a way to show
everything up to the public.
– Advertising expertise in the aggressive way on
your rivals, the use of advertisement
consultancy.
• Provide competitive marketing intelligence
training
 Protect your own information
 Develop spying skills to observe your
competitors.
• Analyze online databases and information
of competitors such as Financial reports,
etc.
• Provide an invisible team for designing
marketing intelligence as the main
weapon to face competitors.
•
•
•
•
•
•
•
•
•
•
Aware of rival’s intelligence.
Periodically assess changes in business environment.
Provide your company’s competitive marketing
intelligence skills.
Data gathering, sharp collecting and reading.
Protect your precious company’s data.
Spy vs. spy.
Provide online databases of your competitors.
Secured your internal from spies.
Diligence in surveys and questionnaires.
Be careful in selecting data to be published.
• Do not dive dumpster too much as it
maybe a trap for your company.
• Do not response too much to rival’s
changes.
• Be wise of securing internal from spies.
 Dilemmas in Marketing Intelligence;
 Providing a large numbers of information about your
company; between attracting customers, investors or
giving information to your competitors. Which one is
better? We should compromise on the condition and
needs, but be wise to select the openness to public,
considering the backfire chance.
 Is the Dumpster diving really effective or is it a trap from
rivals? It is effective, but it’s also possible for rivals to
create a trap for us who like to find information through
dumpster diving.