Title: Microsoft PowerPoint - LEC01_2024_Mari
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Markdown Content:
# Lecture 1
MARKETING INFORMATION SYSTEM :
MARKETING RESEARCH AND
MARKETING ENVIRONMENT
> Mria Magyar, PhD
TIMETABLE OF
THE MIDTERMS
> DATE MIDTERM TEST
7th of October MID-term test 1
13 th of November MID-term test 2
11 th of December MID-term test 3 Marketing
environment
MIS,
Marketing
research
Consumer
Market
Business
Market
Product
Price
Place
(Distribution,
Retailing)
Promotion
(Marketing
Communication)
Strategic
planning and
marketing
strategy
Segmenting,
Targeting,
Positioning,
Differentiation Learning
# Objectives
Marketing Information System (MIS)
Marketing Research
The Microenvironment
The Macroenvironment
Responding to the Marketing
Environment
A Companys Marketing
Environment Learning Objectives
Marketing Information System Marketing Information System
MARKETING INFORMATION
SYSTEM (MIS) refers to the
people and procedures
dedicated to
assessing information
needs,
developing the needed
information,
and helping decision
makers to use the
information
to generate and validate
actionable customer and market
insights.
(Kotler- Armstrong,
2017)
A system in which marketing information is formally
gathered, stored, analyzed and distributed to
managers in accord with their information needs on a
regular planned basis.
> (Jobber, 2016)
Marketing Information System
> (Kotler - Armstrong, 2017)
Developing Marketing Information
Internal Data
Internal database sources:
information on customer
characteristics
sales transactions
website visits
customer satisfaction and service
records
records of sales, costs and cash
flows
reports on production, shipments
and inventories
reports on reseller reactions and
competitor activities
point-of-sale transaction data
(Kotler - Armstrong, 2017)
INTERNAL AND EXTERNAL DATA SOURCE IN BUSINESS
INTERNAL DATABASES are collections of consumer and market
information obtained from data sources within the company network. Developing Marketing Information
Competitive marketing
intelligence is the
systematic collection and
analysis of publicly
available information about
consumers, competitors and
developments in the
marketing environment.
(Kotler - Armstrong, 2017)
COMPETITIVE
INTELLIGENCE
- Investments
- Organizational
changes
- Strategy
CUSTOMER
UNDERSTANDING
- Product definition
- Customer behavior
- Loyalty/Satisfaction
PRODUCT
INTELLIGENCE
- Pricing
- Product introd
- promotions
MARKET
UNDERSTANDING
- Market share
- Opportunity forecasts
- Market volume
analysis
> MARKET
> INTELLIGENCE
Developing Marketing Information
Marketing intelligence techniques
range from:
observing consumers firsthand
quizzing the companys own
employees
benchmarking competitors
products
researching the Internet
monitoring Internet buzz
> (Kotler - Armstrong, 2017)
Analyzing and Using Marketing Information
CRM
TOUCHPOINTS
Customer
purchases
Sales force
contacts
Service and
support calls
Web and social
media sites
Satisfaction
surveys
Credit and
payment
interactions
Marketing
research
studies Marketing Information and
## Customer Insights
Marketing Information System (MIS) refers to the
people and procedures dedicated to
assessing information needs:
to company managers and external partners
developing the needed information:
Internal database, marketing intelligence, market
research
and helping decision makers to use the
information
CRM database
to generate and validate actionable customer and
market insights. Learning Objectives
> Marketing Research
# Marketing Research
Marketing research is the systematic
design, collection, analysis and reporting of
data relevant to a specific marketing
situation facing an organization.
Helps managers use this information to
make decisions.
> (Kotler - Armstrong, 2017)
Problem and purpose
of the research
Research design
Data collection
Data analyses
Research report
Decision making
Marketing research
process
> (Kotler - Keller, 2012)
## RESEARCH DATA
Source: Qualtrics (2024) A Comparison of Primary and Secondary Data
SECONDARY DATA PRIMARY DATA
For other problems For the problem at hand COLLECTION PURPOSE
Rapid and easy Very complex COLLECTION PROCESS
Relatively low High COLLECTION COST
Short Long COLLECTION TIME
> (Malhotra, 2012)
MARKETING
RESEARCH DATA
SECONDARY
DATA
External
sources
within
country
international
Internal
sources
PRIMARY DATA
Questionning
Qualitative
Quantitative
Test
Qualitative
Quantitative
Experiment
Quantitative
Observation
Qualitative
Quantitative Marketing
# Research
Problem formulation is the most
important step of MR process.
Problem definition involves stating the
general problem and identifying the
specific objectives of the marketing
research problem.
Problem and purpose of the research (Kotler - Armstrong, 2017)
(explanatory)
PROBLEM AND
PURPOSE OF THE
RESEARCH Marketing Research
Problem and purpose of the research
> EXPLORATORY
> RESEARCH
The objective is to gather preliminary information that will
help define the problem and suggest hypotheses.
(qualitative studies)
> DESCRIPTIVE
> RESEARCH
describes marketing problems, situations, or markets, such
as the market potential for a product or the demographics
and attitudes of consumers. (e.g. survey, observation)
> EXPLANATORY
> (CAUSAL)
> RESEARCH
tests hypothesis about cause-and-effect relationships.
(experiments, tests)
> (Kotler - Armstrong, 2017)
MARKETING
RESEARCH METHODS
SECONDARY PRIMARY
> QUANTITATIVE
> RESEARCH
> QUALITATIVE
> RESEARCH
QUALITATIVE vs QUANTITATIVE research
QUANTITATIVE QUALITATIVE
To quantify the data and
generalize the results from the
sample to the population of
interest
To gain a qualitative understanding of
the underlying reasons and motives Objective
Large number of representative /
nonrepresentative cases (100+)
Small number of nonrepresentative
cases (10-50 resp.)
Sample
Structured (e.g. survey) Unstructured (e.g. interviews) Data collection
Statistical methods Nonstatistical. Content analysis Data analysis
Recommend a final course of
action Develop an initial understanding Outcome
Marketing Research MARKETING RESEARCH METHODS
> SECONDARY
PRIMARY
QUALITATIVE
direct
> in depth
> interview
> focus group
indirect
> projective
> techniques
QUANTITATIVE
survey
test,
experiment
observation Marketing Research
Secondary data consists of information that already exists
somewhere, having been collected for another purpose.
Researchers usually start by gathering secondary data.
Types: Internal or External (within country and international)
Primary data consist of information collected for the
specific purpose at hand.
Most of marketing research project can be desribed as either
qualitative or quantitative .
Problem formulation is the most important step of MR
process.
Based on the research objectives 3 types of research:
> Exploratory
> Descriptive
> Causal
# Learning Objectives
A Companys Marketing Environment The Marketing System
(Kotler - Armstrong, 2017)
Suppliers
COMPANY
Competitors
Marketing
intermediaries
Final
consumers
MAJOR ENVIRONMENTAL FORCES A Companys
## Marketing
## Environment
The marketing environment includes
the actors and forces that affect the
marketing managements ability to
build and maintain successful
relationships with target customers. A Companys Marketing Environment
Microenvironment
the actors close to the
company that affect its
ability to serve its customers
have direct impact on the
companys performance
the company may have
influence on the
microenvironment.
Macroenvironment
the larger societal forces
that affect the
microenvironment
companies have only a
limited or no influence on
them
> (Kotler - Armstrong, 2017)
## A Companys Marketing Environment
Microenvironment
the company
suppliers
marketing intermediaries
customer markets
competitors
publics
Macroenvironment
demographic
economic
natural
technological
political
cultural forces
> (Kotler - Armstrong, 2017)
# The Microenvironment
COMPANY COMPANY Company Company
Supplier Supplier
Marketing
intermediaries
Marketing
intermediaries Competitors Competitors
Publics Publics
Customers Customers
Microenvironment consists of the actors close to the company that affect its ability to serve its
customersthey influence each other. The Marketing System
(Kotler - Armstrong, 2017)
Suppliers
COMPANY
Competitors
Marketing
intermediaries
Final
consumers
MAJOR ENVIRONMENTAL
FORCES The Microenvironment
The Company
In designing marketing plans,
the marketing management
takes other company groups
into account.
Top management
Finance & accounting
R&D
Sales
Operations
Information systems
> Marketing
> (Kotler - Armstrong, 2017)
The Microenvironment
Suppliers
Provide the resources to produce
goods and services.
Importance:
Supplier problems (strikes, delays)
can seriously affect marketing.
Increase in supply cost can push
up prices
It can be expensive to change a
supplier
Treat as partners to provide
customer value
> (Kotler - Armstrong, 2017)
The Microenvironment
Marketing Intermediaries
Marketing
intermediaries are
firms that help the
company to promote,
sell and distribute its
goods to final buyers.
Resellers
Physical
distribution
firms
Marketing
services
agencies
Financial
intermediaries
> (Kotler - Armstrong, 2017)
The Microenvironment
Marketing Intermediaries
Resellers
Physical
distribution
firms
Marketing
services
agencies
Financial
intermediaries
Resellers are distribution channel
firms that help the company find
customers or make sales to them.
Resellers: wholesalers or retailers
(Tesco, Auchan).
Wholesaler is a company that buys a large quantity of
goods from various producers or manufacturers,
warehouses them, and resells them to retailers.
Retailer is a company that sells goods to the consumer. The Microenvironment
Marketing Intermediaries
Resellers
Physical
distribution
firms
Marketing
services
agencies
Financial
intermediaries
Marketing services agencies (the marketing research firms, advertising agencies, media firms, and
marketing consulting firms) focus on specific marketing activities. The Microenvironment
Marketing Intermediaries
Resellers
Physical
distribution
firms
Marketing
services
agencies
Financial
intermediaries
Physical distribution firms help the company stock, warehouse and move goods from the company to their
destinations. E. g.: Transportation and logistics companies The Microenvironment
Marketing Intermediaries
Resellers
Physical
distribution
firms
Marketing
services
agencies
Financial
intermediaries
Financial intermediaries include banks, credit companies, insurance companies,
and other businesses that help finance transactions or insure against the risks
associated with the buying and selling of goods. The Microenvironment
Competitors
COMPETITOR
- another company that meets the same
need
- who offer the same or similar
products/services as us
- everyone who competes for the
customer's wallet is a competitor (In a
broader sense)
Firms must gain strategic advantage by
positioning their offerings strongly against
competitors offerings in the minds of
consumers.
> (Kotler - Amstrong, 2017)
The Microenvironment
Customers
Consumer
markets (B2C)
consist of individuals
Business
markets (B2B)
buy goods and services for further processing or use in their production
processes
Reseller
markets
buy goods and services to resell at a profit
Government
markets
consist of government agencies that buy goods and services to produce
public services or transfer the goods and services to others who need them
International
markets -
consist of various buyers in other countries, including consumers, producers,
resellers, and governments
> (Kotler - Armstrong, 2017)
The Microenvironment
Publics
Any group that has an actual or
potential interest in or impact on an
organizations ability to achieve its
objectives:
Financial publics
Media publics
Government publics
Citizen-action publics
Local publics
General public
Internal publics
> (Kotler - Armstrong, 2017)
# Macroenvironment
Macroenvironment
consists of a number of
external forces that affect
not only the company but
also the other actors in the
microenvironment.
The company has no or
little impact on these
forces. The Macroenvironment
Company Company Demographic Demographic
Economic Economic
Natural Natural Technological Technological
Cultural Cultural
Political Political
(Kotler - Armstrong, 2017) The Macroenvironment
Demographic Environment
Demography is the study of human
populationssize, density, location, age, gender,
race, occupation, and other statistics.
Demographic environment involves people, and
people make up markets.
Demographic trends include changing age and
family structures, geographic population shifts,
educational characteristics, and population
diversity.
> (Kotler - Armstrong, 2017)
The Macroenvironment
Economic Environment
Trends in Economic Environment
Uneven Income Distribution: over the past several decades, the rich have
grown richer, the middle class has shrunk, and the poor have remained poor
Changes in Consumer Spending: the long term effect of the recession was that
consumers are buying less and looking for greater value in the things they buy
> (Kotler - Armstrong, 2017)
Changes in major economic variables,
such as income, cost of living, interest
rates, and savings and borrowing patterns ,
have a large impact on the marketplace. The Macroenvironment
The Natural Environment
The natural environment is
the physical environment and
the natural resources that are
needed as inputs by marketers
or that are affected by
marketing activities.
> (Kotler - Armstrong, 2017)
Trends in Natural Environment
Growing shortages of raw materials
Increased pollution
Increased government intervention The Macroenvironment
Natural Environment
Trends in Natural Environment
Environmental sustainability involves
developing strategies and practices that
create a world economy that the planet
can support indefinitely.
> (Kotler - Armstrong, 2017)
The Macroenvironment
Cultural Environment
The cultural
environment consists of
institutions and other
forces that affect a
societys basic values,
perceptions, and
behaviors.
CORE BELIEFS AND VALUES are persistent and are passed on from parents to
children and are reinforced by schools, churches, businesses, and governments .
SECONDARY BELIEFS AND VALUES are more open to change and include peoples
views of themselves, others, organizations, society, nature, and the universe.
> (Kotler - Armstrong, 2017)
The Macroenvironment
Technological Environment
Technological innovations (such as
computer, internet, mobile phone,
biotechnology) have impact on both
consumers and companies opportunities
and decisions.
Trends in Technological Environment
Most dramatic force in changing the
marketplace
New products, opportunities
Concern for the safety of new products
> (Kotler - Armstrong, 2017)
The Macroenvironment
Political and Social Environment
The political environment includes laws, government
agencies, and pressure groups that influence or limit various
organizations and individuals in a given society.
Legislation regulating business is intended to protect
companies from each other
consumers from unfair business practices
the interests of society against unrestrained business behavior
In Europe companies are affected by legislations of European
Union and national levels.
Consumer protection in Hungary:
Hungarian Competition Authority
Consumer Protection Ministry of National
> (Kotler - Armstrong, 2017)
Microenvironment : the actors close to the
company that affect its ability to serve its
customers
Factors: the company, suppliers, marketing
intermediaries, customers, competitors and
publics
have direct impact on the companys
performance
the company may have an influence on the
microenvironment.
Macroenvironment: the larger societal forces
that affect the microenvironment
Factors: demographic, economic, natural,
technological, political, cultural forces
companies have no or only a limited influence on
them
## Marketing Environment Learning Objectives
Responding to the Marketing Environment Views on Responding
Passive
Passively
accept and
adapt to
forces in the
environment
Proactive
Take
aggressive
actions to
affect forces
in the
environment
Reactive
Watch and
react to
forces in the
environment
> (Kotler - Armstrong, 2017)
Responding to the Marketing Environment Passive Responding to the
# Marketing Environment
Cases of marketing myopia
E.g.: Kodak
It lost most of its Sony
cameras when digital
cameras took off
Kodak was focused on
developing analog camera
products, and not on the
consumers simple need for
photography. Views on Responding
Passive
Passively
accept and
adapt to
forces in the
environment
Proactive
Take
aggressive
actions to
affect forces
in the
environment
Reactive
Watch and
react to
forces in the
environment
> (Kotler - Armstrong, 2017)
Responding to the Marketing Environment international home
improvement company with
more than 1,200 stores in 10
European countries, Russia
and Turkey
It intends to extend its chemicals policy not
only to comply with all required regulatory
requirements, but also to reduce exposure
to chemicals it believes are of greater concern
to customers, the factories that make its
products, people and the wider environment.
PROACTIVE
It has compiled a Chemicals Action List (CAL).
This list is used to create product descriptions
when purchasing commercial brand products.
Proactive Responding to the Marketing Environment
> https:// www .kingfisher.com/en/index.html
Views on Responding
Passive
Passively
accept and
adapt to
forces in the
environment
Proactive
Take
aggressive
actions to
affect forces
in the
environment
Reactive
Watch and
react to
forces in the
environment
> (Kotler - Armstrong, 2017)
Responding to the Marketing Environment Reactive Responding to the Marketing Environment
July 14, 2023: International Agency
for Research on Cancer (IARC,
belonging to the WHO) classified
ASPARTAME as a "possible
carcinogen" (category 2B)
BUT:
There is limited evidence that the
sweetener can cause cancer
Recommendation: people keep
consumption below the safe daily value
(40 milligrams/kilogram of body weight)
> https://www.iarc.who.int/infographics/iarc-monographs-classification/
Reactive Responding to the Marketing Environment
July 14, 2023: International
Agency for Research on Cancer
(IARC) classified ASPARTAME as a
"possible carcinogen" (category
2B)
REACTIVE
new product advantage:
"does not contain aspartame
influencer marketing