week56managingmarketinginformation.ppt

Managing Marketing Information营销信息系统 Learning objectives Case of Coca-Cola In 1985, marketers thought they were listening to their target market. They noticed that they were losing market share to Pepsi and they conducted taste tests to develop their new formula. On April 23, 1985, Coca-Cola stopped producing old Coke and created a new Coke with a sweeter taste. Angry customers panicked, filling their basements with old Coke and threatening lawsuits. 3 months later, Coca-Cola brought back the old formula calling it Coca-Cola Classic. ●Information is necessary. ●Good inf. Customer insights Successful products and marketing programs. ● Overwhelming information age. Marketers lack enough information of the right kind. Marketing managers do not need more information, they need better information. Managing Marketing Information Marketing Information System (MIS) Consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 由人、设备与程序所构成的持续和相互作用的结构，用于收集、整理、分析、评估和分配那些恰当的、及时的、准确的信息，以使营销决策者能改善对于其营销计划的设计与控制。 The Marketing Information System (MIS) Step 1 Assessing Marketing Information Needs The MIS serves company managers as well as external partners (suppliers, resellers etc.) The MIS must balance what users want to have against what really need and feasibility: Too much: harmful Not all information can be obtained. Obtaining, processing, sorting, and delivering information is costly Step 2. Developing needed information 开发信息 Internal data is gathered via customer databases, financial records, and operations reports. （e.g.） Advantages include quick/easy access to information. Disadvantages stem from the incompleteness; data ages quickly; keeping track of the information is difficult. Step 2. Developing needed information 开发信息 Marketing intelligence is the systematic collection and analysis of publicly available information about consumers,