1. Session 5

2.  Mission statement
 Objectives
 Strategies
 Tactics
 Programs

3.  Companies Need Information about:
•Customer Needs
•Marketing Environment
•Competition
 Marketing Managers Don’t need More
information, they need Better Information

4.  Marketing Information System
•Information needed by Managers can be obtained From:
Electronic Collections From Data
Internal Data
sources ( accounting )
Publicly Available Data about
Marketing Intelligence Competitors and Marketing
Environment
Design, Collection, Analysis and
Marketing Research Reporting of data about a
specific marketing situation

5.  Marketing Research Process
•Defining the Objectives
•Develop the research plan
•Implementing the research plan
•Reporting the findings

6.  Defining the Problem and Research
Objectives :
•Exploratory Research
•Descriptive Research
•Causal Research

7.  Developing the Research Plan
•Determining the Exact Information needed
•Developing the plan for Gathering it
•Presenting the Written Plan to management
 Two Types Of Information
•Secondary Data
•Primary Data

8.  Two Types Of Information
•Secondary Data
• Trade associations
• Government information
( government reports, Small Business Administration, Statistics )
• Educational resources • Chambers of Commerce • Market research
firms
•Primary Data
• Focus groups:
A focus group gathers a small group of people together for a
discussion with an assigned leader.
• Customer surveys
( Existing customers, Potential customers )

9.  Developing Marketing Strategy

10.  Developing Marketing Strategy