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    Principles of Marketing: Session 8 DR Farrah Arif

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    Haris Ali
    This document discusses principles of marketing and developing marketing information. It explains that a marketing information system consists of assessing information needs, developing needed information, and helping decision makers use the information to generate customer insights. It describes the steps in developing marketing information, including using internal data, marketing intelligence, and marketing research, which involves defining problems/objectives, developing a research plan, implementing the plan, and reporting findings. The document provides example assignments related to examining a company's website for customer insights, analyzing census data, and conducting surveys and observational research.

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    Principles of Marketing: Session 8 DR Farrah Arif

    Uploaded by

    Haris Ali
    9 views14 pages
    This document discusses principles of marketing and developing marketing information. It explains that a marketing information system consists of assessing information needs, developing needed information, and helping decision makers use the information to generate customer insights. It describes the steps in developing marketing information, including using internal data, marketing intelligence, and marketing research, which involves defining problems/objectives, developing a research plan, implementing the plan, and reporting findings. The document provides example assignments related to examining a company's website for customer insights, analyzing census data, and conducting surveys and observational research.

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    This document discusses principles of marketing and developing marketing information. It explains that a marketing information system consists of assessing information needs, developing needed information, and helping decision makers use the information to generate customer insights. It describes the steps in developing marketing information, including using internal data, marketing intelligence, and marketing research, which involves defining problems/objectives, developing a research plan, implementing the plan, and reporting findings. The document provides example assignments related to examining a company's website for customer insights, analyzing census data, and conducting surveys and observational research.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    9 views14 pages

    Principles of Marketing: Session 8 DR Farrah Arif

    Uploaded by

    Haris Ali
    This document discusses principles of marketing and developing marketing information. It explains that a marketing information system consists of assessing information needs, developing needed information, and helping decision makers use the information to generate customer insights. It describes the steps in developing marketing information, including using internal data, marketing intelligence, and marketing research, which involves defining problems/objectives, developing a research plan, implementing the plan, and reporting findings. The document provides example assignments related to examining a company's website for customer insights, analyzing census data, and conducting surveys and observational research.

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    Principles of Marketing

    Session 8
    Dr Farrah Arif

    Marketers must use the


    information to gain powerful
    customer and market insights

    marketing information
    system (MIS) consists of people and
    A

    procedures for assessing information needs,


    developing the needed information, and
    helping decision makers to use the information
    to generate and validate actionable customer
    and market insights.

    MIS
    1. Assessing Information Needs
    2. Developing needed in formation
    3. Analyzing and using information

    1. A good marketing information system


    balances the information users would like to

    have against what they

    really need and


    what is feasible to offer.

    Developing Marketing
    Information

    Developing Marketing Information


    Internal Data

    Problems

    Marketing Intelligence
    Marketing Research
    1. Defining the Problem and Research Objectives
    2. Developing the Research Plan

    Developing Marketing Information


    Internal Data

    Problems

    Marketing Intelligence
    Marketing Research
    1. Defining the Problem and Research Objectives
    2. Developing the Research Plan
    3. Implementing the Research Plan
    4. Interpreting the Findings and Reporting

    Assignments for Odd groups


    Take a look at Apples website (www.apple.com). Examine the
    pages for the next generation, new iPod. What customer
    insights do you believe Apple paid attention to in the redesign
    of its famous iPod?
    One of the main sources of secondary data in Pakistan is the
    Population Census. Take a look at the 2001 Census at
    http://www.statpak.gov.pk/depts/pco/publications/publicatio
    ns.html. Find data that is relevant to your province/region.
    Present it. How reliable or accurate do you believe that
    information to be?

    Assignments for Even Groups


    Construct two simple (5 question) surveys that examine
    students attitudes toward your university. One survey
    should contain open-ended questions only and the
    other only closed-ended questions. Be careful of your
    wording. Which of the two surveys do you believe
    would provide the greatest depth of information? Why?
    Using observational research, gather data on your
    siblings eating habits. What do your findings tell you?
    More importantly, what do your findings NOT tell you
    about his/her eating habits?

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