Components of a SystemDecision Support System Dissemination to decision makers Marketing Information System Integration with plan Marketing Database... Consumer Survey ResearchConsume
Trang 1Components of a System
Decision Support System
Dissemination
to decision
makers
Marketing Information System
Integration with plan Marketing
Database
Trang 2Marketing Database
Decision Support System
External components
Q Secondary data
Q Purchase of syndicated commercial data
Q Marketing research
Internal components
Q Sales analysis
Q Cost analysis
Q Financial records
Trang 3Consumer Survey Research
Consumer Research
Criteria Direct/Cold
Mailing
Mail Panels Telephone Personal
In-Home
Mall Intercept Complexity and
versatility Not much Not much
Substantial, difficult to use Highly flexible Most flexible Quantity of data Substantial Substantial Short Greatest quantity
Limited to < 25 minutes
Sample control Little Substantial
Good, nonlisted a problem Greatest controls Problematic
Quality of data
Better for sensitive questions, no claifier
Clear up ambiguities, socially accepted answers Cheating
Unnatural testing bias
Response rate ~10% 70-80% 60-80% 80% + 0.8
Speed
Several weeks + follow ups Several weeks 3-4 weeks
Faster than mail, slower than telephone A few days Cost
$2.50 per interview Lowest Not as low as mail
Relatively expensive
Less expensive than in-home
Uses
Executive, industrial, medical, readership All areas
Studies that require national samples Product testing
Pervasive-concept tests, name tests, package tests, copy tests
Trang 4Consumer Survey Research
Consumer Research
measurement over time
Q Validity
Q Reliability
Trang 5Consumer Survey Research
Consumer Research
measuring what is intended to be
measured
Q Reliability
Q Validity
Trang 6Secondary Research
Consumer Research
www.stat-usa.gov www.yahoo.com www.altavista.com www.lycos.com www.census.gov
Trang 7Competitor Research
Q Research Market
History
Q Audit Current
Competitors
Trang 8Competitor Research
history of the market
marketing mix and product
which sellers have competed strong
Q Research Market
History
Q Audit Current
Competitors
Trang 9Levels of Competition
Competitor Research
Target Segment Competition:
Category Competition:
Soft Drinks
Core Benefit Competition:
Beverages
Budget Competition:
Food and Entertainment
Fast
Food
Baseball
Cards
Ice
Cream
Wine
Bottled Water
Coffee
Juice Beer
Fruit Colas
Lemon
Limes
Regular
Colas
Diet-Rite
Cola Diet
Pepsi
Diet Coke
Trang 10Current and Potential Competition
Competitor Research
Threat of new entrants, including those resulting from mergers and takeovers
Distributors who work to
make you more competitive or play you against your competition
Suppliers who work to
make you more
competitive or play you
against your competition
Threat through vertical
integration or encouraging
new entry
Threat through vertical integration or encouraging
new entry
Threat through joint venturing or encouraging
entry
Threat through joint
venturing if suppliers’
product/services are
involved
Competition among current rivals
Substitute threats
Trang 11Competitor Research
Q Audit Current
Competitors
Q Research Market
History Q Auditing current competitors
rivals from which you are gaining
which you are losing business