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onlymdomtheymnotmdeletemcookies,mbutmtheymalsomexpectmcustomizedmmarketingmappealsmandmdeals
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m Mustangs.”
Databases,mDatamWarehousing,mandmDatamMining
ThemexplosionmofmdatambroughtmbymthemmaturationmofmthemInternetmandmmobilemtechnologymgivesm
companiesmunprecedentedmopportunitiesmtomengage mtheirmcustomers.mItmalsomthreatensmtomoverw
helmmdecisionmmakers.
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massive mdatamsets
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esmofmCongress.mYouTube mreceivesm24mhoursmofmvideomeverymminute.mThe mworld’sm4mbillionmmobile
m phone m usersmprovide m amsteadym sourcem ofmdata.m Manufacturersm arem puttingmsensorsm andm chipsm int
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thanminmyearsmpast.mUnfortunately,mroughlymasmmanymsaidmtheymweremmissingmoutmonmnewmrevenu
e mgrowthmbecause mtheymcouldmnotmgathermthe mappropriate minsightsmfrommthose mdata.
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esmofmdatameverymmonthmtomsetmpricesmandmpromotions;mU.S.mkitchenwaremretailermWilliams-
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eratingm30mpercentmofmitsmsalesmthroughmitsmrecommendationmengine m(“Yoummaymalsomlike”).mMan
ymfinancialmbrandsmare mputtingmmore memphasismonmBigmData.
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nmeverydayminformationmaboutmdevelopmentsminmthe mmarketingmenvironment.mTheminternalmrecor
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a.mMarketingmmanagersmcollectmmarketingmintelligencembymreadingmbooks,mnewspapers,mandmtrade
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mThemMarketplacemto mBuy mand mSell myour mStudy mMaterial
publications;mtalkingmtomcustomers,msuppliers,mdistributors,mandmothermcompanymmanagers;mandm
monitoringmonline msocialmmedia.
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gmintelligence.mAftermdescribingmthemfirstmseven,mwemdevotemspecialmattentionmtomthemeighth:mcolle
ctingmmarketingmintelligence monmthe mInternet.
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armmore mthanmtheymcouldmhavemgleanedmfrommfocusmgroupsmonmtopicsmfrommpackagingmitsmweight-
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m depthm lookm atm them population mswings, mdemographicm groups,m regionalm migrations,m andm changingm
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chmasmThe mWeathermChannel,mBMW,mandmSovereignmBank.mSiteReportsmoffersmmoremthanm50mrepor
tsmandmmapsmthatmhelpmcompaniesmanalyzemmarkets,mselectmsitemlocations,mandmtargetmcustomersm
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rs.mCollectingmMarketingmIntelligence monmthe mInternet
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ustomer’smexperiencesmormevaluationmtomothermpotentialmbuyersmand,mofmcourse,mtommarketersmse
ekingminformation.mHeremaremfivemplacesmtomfindmcompetitors’mproductmstrengthsmandmweaknesses
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llectsmmillionsmofmconsumermreviewsmofmstoresmandmproductsmeachmyearmfrommtwomsources:mitsm1.3
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m servicem reviews,m butm them storesm orm distributors mhave mbuiltm them sitesm themselves.m Amazon.commof
fersmanminteractivemfeedbackmopportunitymthroughmwhichmbuyers,mreaders,meditors,mandmothersmca
nmreviewmallmproductsmonmthe msite,mespeciallymbooks.
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dminmfinancialmservicesmandmhigh-
techmproductsmthatmrequiremprofessionalmknowledge.mZDNet.commoffersmcustomermandmexpertmeva
luationsmof mtechnologymproductsmbasedmonmease mofmuse,mfeatures,mandmstability.
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omers.
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Distribution mofmthis mdocumentmis millegal
Stuvia.comm- mThemMarketplacemto mBuy mand mSell myour mStudy mMaterial
TESTBANKFOR m m
MARKETING MANAGEMENT 16THm m
m
EDITION BY KOTLER AND KELLE
m m m m
R
Downloadedmby:mAriahm|
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Distribution mofmthis mdocumentmis millegal
,https://www.stuvia.com/
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mThemMarketplacemto mBuy mand mSell myour mStudy mMaterial
3. Collecting Information and m m m
Forecasting Demand m
ComponentsmofmamModernm InformationmSystem
• Makingmmarketingmdecisionsminmamfast-changingmworldmismbothmanmartmandmamscience.
• Marketersmhavemtwomadvantagesmformthe mtask:m(1) mdisciplinedmmethodsmformcollecting
informationmandm(2) mtimemspentminteractingmwithmcustomersmandmobservingmcompetitorsmand
m otherm outsidem groups.m Some mfirmsm havem marketingm Informationm systemsm thatm providem richm
detailmaboutmbuyermwants,mpreferences, mandmbehavior.
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withinmcountries.
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zechsmthemmostmbeerm(131.7mliters),mthemFrenchmthemmostmwine m(45.7mliters),mandmGreeksmthemmos
tmcigarettesm(4,313).3mTablem3.1msummarizesmothermcomparisonsmacrossmcountries.mConsidermregio
nalmdifferences:mSeattle’smresidentsmbuymmore msunglassesmpermpersonmthanminmanymothermU.S.mcity;
m people m inm Saltm Lakem Citym (andm Utah)m eatm them mostm Jell-
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stm musicmCDs.4
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r,msort,manalyze,mevaluate,mandmdistribute mneeded,mtimely,mandmaccurate minformationmtommarketin
gmdecisionmmakers.mItmreliesmonminternalmcompanymrecords,mmarketingmintelligence mactivities,mandm
marketingmresearch.
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m whatm they m really m need, m andm whatm ism economically m feasible.
INTERNALmRECORDS
Tomspotmimportantmopportunitiesmandmpotentialmproblems,mmarketingmmanagersmrelymonminternalm
reportsmof morders,msales,mprices,mcosts,minventorymlevels,mreceivables,mandmpayables.
The mOrder-tom-PaymentmCycle
Themheartmofmthe minternalmrecordsmsystemmismthemorder-to-
paymentmcycle.mSalesmrepresentatives, mdealers,mandmcustomersmsendmordersmtomthemfirm.mThemsale
smdepartmentmpreparesminvoices,mtransmitsmcopiesmtomvariousmdepartments,mandmback-ordersmout-
of-
stockmitems.mShippedmitemsmgenerate mshippingmandmbillingmdocumentsmthatmgomtomvariousmdepart
ments.mBecause mcustomersmfavormfirmsmthatmcanmpromise mtimelymdelivery,mcompaniesmneedmtompe
rformmthese mstepsmquicklymandmaccurately.
SalesmInformationmSystems
Marketingmmanagersmneedmtimelymandmaccuratemreportsmonmcurrentmsales.mWalmartmoperatesmams
alesmandminventorymdatamwarehousemthatmcapturesmdatamonmeverymitemmformeverymcustomer,mever
ymstore,meverymdaymandmrefreshesmitmeverymhour.
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owsers,m are msmartm usersmof m targetedmmarketing.m Manym consumersm aremhappym tom cooperate:mN
ot
Downloadedmby:mAriahm|
m
Distribution mofmthis mdocumentmis millegal
,https://www.stuvia.com/
Stuvia.comm-
mThemMarketplacemto mBuy mand mSell myour mStudy mMaterial
onlymdomtheymnotmdeletemcookies,mbutmtheymalsomexpectmcustomizedmmarketingmappealsmandmdeals
m oncem theym acceptm them. mMarketers mmustm carefully m interpretm salesm data, mhowever, m tom avoidmdra
wingmwrongmconclusions.mMichaelmDellmillustrates:
“If myoumhavemthree myellowmMustangsmsittingmonmamdealer’smlotmandmamcustomermwantsmamredmone,m
themsalesmanmmaymbemreallymgoodmatmfiguringmoutmhowmtomsellmthemyellowmMustang.mSomthemyello
wmMustangmgetsmsold,mandmamsignalmgetsmsentmbackmtomthemfactorymthat,mhey,mpeoplemwantmyellow
m Mustangs.”
Databases,mDatamWarehousing,mandmDatamMining
ThemexplosionmofmdatambroughtmbymthemmaturationmofmthemInternetmandmmobilemtechnologymgivesm
companiesmunprecedentedmopportunitiesmtomengage mtheirmcustomers.mItmalsomthreatensmtomoverw
helmmdecisionmmakers.
“MarketingmInsight:mDiggingmintomBigmData”mdescribesmopportunitiesmandmchallengesminmmanagingm
massive mdatamsets
DiggingmIntomBigmData
Althoughmunverified,mone mpopularmestimatemsaysm90mpercentmof mthemdatamthatmhasmevermexistedm
wasmcreatedminmthempastmtwomyears.mInmonemyear,mpeople mstoredmenoughmdatamtomfillm60,00mLibrari
esmofmCongress.mYouTube mreceivesm24mhoursmofmvideomeverymminute.mThe mworld’sm4mbillionmmobile
m phone m usersmprovide m amsteadym sourcem ofmdata.m Manufacturersm arem puttingmsensorsm andm chipsm int
omappliancesmandmproducts,mgeneratingmevenmmore mdata.
Themdanger,mof mcourse,misminformationmoverload.mMoremdatamare mnotmbettermunlessmtheymcanmbemc
orrectlymprocessed,manalyzed,mandminterpreted.mInmpollmofmNorthmAmericanmseniormbusinessmexecu
tives,mmoremthanm90mpercentmreportedmcollectingmmoreminformation—
86mpercentmmoremonmaverage—
thanminmyearsmpast.mUnfortunately,mroughlymasmmanymsaidmtheymweremmissingmoutmonmnewmrevenu
e mgrowthmbecause mtheymcouldmnotmgathermthe mappropriate minsightsmfrommthose mdata.
SomemcompaniesmaremharnessingmBigmData.mUKmsupermarketmgiantmTescomcollectsm1.5mbillionmpiec
esmofmdatameverymmonthmtomsetmpricesmandmpromotions;mU.S.mkitchenwaremretailermWilliams-
Sonomamusesmitsmcustomermknowledgemtomcustomize mversionsmofmitsmcatalog.mAmazonmreportmgen
eratingm30mpercentmofmitsmsalesmthroughmitsmrecommendationmengine m(“Yoummaymalsomlike”).mMan
ymfinancialmbrandsmare mputtingmmore memphasismonmBigmData.
BankmofmAmericamismtrackingmspendingmandmdemographicmdatamandmtailoringmpromotions—
formexample,mofferingmback-to-
schoolmdealsmtomcardholdersmwithmchildren.mJPMorganmChasemhasmimprovedmcommunicationsmtomn
ewmcardholdersmtomgainmmore mengagement.
The mMarketingmIntelligence mSystem
Ammarketingmintelligencemsystemmismamsetmofmproceduresmandmsourcesmthatmmanagersmuse mtomobtai
nmeverydayminformationmaboutmdevelopmentsminmthe mmarketingmenvironment.mTheminternalmrecor
dsmsystemmsuppliesmresultsmdata,mbutmthemmarketingmintelligencemsystemmsuppliesmhappeningsmdat
a.mMarketingmmanagersmcollectmmarketingmintelligencembymreadingmbooks,mnewspapers,mandmtrade
Downloadedmby:mAriahm|
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Distribution mofmthis mdocumentmis millegal
,https://www.stuvia.com/
Stuvia.comm-
mThemMarketplacemto mBuy mand mSell myour mStudy mMaterial
publications;mtalkingmtomcustomers,msuppliers,mdistributors,mandmothermcompanymmanagers;mandm
monitoringmonline msocialmmedia.
Marketingmintelligence mgatheringmmustmbe mlegalmandmethical.
Amcompanymcanmtakemeightmpossiblemactionsmtomimprovemthemquantitymandmqualitymofmitsmmarketin
gmintelligence.mAftermdescribingmthemfirstmseven,mwemdevotemspecialmattentionmtomthemeighth:mcolle
ctingmmarketingmintelligence monmthe mInternet.
Trainmandmmotivate mthe msalesmforce mtomspotmandmreportmnewmdevelopments.
Motivate mdistributors,mretailers,mandmothermintermediariesmtompassmalongmimportantmintellige
nce mHire mexternalmexpertsmtomcollectmintelligence.
Networkminternallymandmexternallym(asmreadmcompetitors'mpublichsedmreports…)
Setmupmamcustomermadvisorympanelm(Membersmofmadvisorympanelsmmightminclude mthemcompany’sml
argest,mmostmoutspoken,mmostmsophisticated, mormmostmrepresentativemcustomers.mGlaxoSmithKlin
e msponsoredmanmonlinemcommunitymdevotedmtomweightmloss,mwhere mmarketersmfeltmtheymlearnedmf
armmore mthanmtheymcouldmhavemgleanedmfrommfocusmgroupsmonmtopicsmfrommpackagingmitsmweight-
lossmpillmtomwhere mtomplace min-store mmarketing)
Takemadvantagemof mgovernment-relatedmdatamresources.mThe mU.S.mCensusmBureaumprovidesmanmin-
m depthm lookm atm them population mswings, mdemographicm groups,m regionalm migrations,m andm changingm
familymstructuremof mthe mmoremthanm311,591,917mpeople minmthemUnitedmStates.mCensusmmarketerm
NielsenmClaritasmSiteReportsmcross-
referencesmcensusmfiguresmwithmconsumermsurveysmandmitsmownmgrassrootsmresearchmformclientsmsu
chmasmThe mWeathermChannel,mBMW,mandmSovereignmBank.mSiteReportsmoffersmmoremthanm50mrepor
tsmandmmapsmthatmhelpmcompaniesmanalyzemmarkets,mselectmsitemlocations,mandmtargetmcustomersm
effectively
Purchaseminformationmfrommoutside mresearchmfirmsmandmvendo
rs.mCollectingmMarketingmIntelligence monmthe mInternet
Onlinemcustomermreviewmboards,mdiscussionmforums,mchatmrooms,mandmblogsmcanmdistributemonemc
ustomer’smexperiencesmormevaluationmtomothermpotentialmbuyersmand,mofmcourse,mtommarketersmse
ekingminformation.mHeremaremfivemplacesmtomfindmcompetitors’mproductmstrengthsmandmweaknesses
m online.
Independentmcustomermgoodsmandmservice mreviewmforums.mIndependentmforumsmincludemWebmsit
esmsuchmasmEpinions.com,mRateItAll.com,mConsumerReview.com, mandmBizrate.com.mBizrate.commco
llectsmmillionsmofmconsumermreviewsmofmstoresmandmproductsmeachmyearmfrommtwomsources:mitsm1.3
m millionm volunteerm membersm andm feedbackmfromm storesm thatm allowm Bizrate.commtom collectm itmdirec
tlymfrommcustomersmasmtheymbuy.
Distributormormsalesmagentmfeedbackmsites.mFeedbackmsitesmoffermpositive mandmnegativemproductmor
m servicem reviews,m butm them storesm orm distributors mhave mbuiltm them sitesm themselves.m Amazon.commof
fersmanminteractivemfeedbackmopportunitymthroughmwhichmbuyers,mreaders,meditors,mandmothersmca
nmreviewmallmproductsmonmthe msite,mespeciallymbooks.
Combomsitesmofferingmcustomermreviewsmandmexpertmopinions.mCombinationmsitesmaremconcentrate
dminmfinancialmservicesmandmhigh-
techmproductsmthatmrequiremprofessionalmknowledge.mZDNet.commoffersmcustomermandmexpertmeva
luationsmof mtechnologymproductsmbasedmonmease mofmuse,mfeatures,mandmstability.
Customermcomplaintmsites.mCustomermcomplaintmforumsmare mdesignedmmainlymformdissatisfiedmcust
omers.
Downloadedmby:mAriahm|
m
Distribution mofmthis mdocumentmis millegal
