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Marketing Basics - Kotler Philip

Marketing Information Analysis System

Marketing information analysis system - a set of advanced methods for analyzing marketing data and marketing problems. This system is widely used in such companies as the peak of Lever Brothers, General Electric and RCA. However, a number of firms consider this approach either too technical or too academic.

Table 1

Types of marketing research conducted by 798 firms

 

Scope and type of research

Percentage of firms doing research

Advertising

Consumer Motivation Study

48

Study of advertising texts

49

Media study

61

Studying the effectiveness of advertisements

67

Commercial activity and its economic analysis

Short-term forecasting

85

Long-Range Forecasting

82

Studying business trends

86

Price policy study

81

Studying the principles of the location of enterprises and warehouses

71

Examination of the commodity nomenclature

51

Exploring International Markets

51

Management Information System

72

Company Responsibility

Studying consumer awareness issues

26

Environmental Impact Study

33

Examination of legislative restrictions in the field of advertising and incentives

51

The study of social values ​​and social policy issues

40

Product Development

Studying reactions to a new product and its potential

84

The study of competitors

85

Product Testing

75

Learning Packaging Issues

60

Sales and markets

Measurement of potential market opportunities

93

Analysis of the distribution of market shares between firms

92

Market research

93

Sales analysis

89

Determination of quotas and sales territories

75

Studying distribution channels

69

Trial marketing

54

Exploring Sales Promotion Strategies

52

The basis of any marketing information analysis system is a statistical bank and a model bank (see Fig. 17).

A statistical bank is a set of modern methods of statistical processing of information, which allows to most fully reveal the interdependencies within the framework of data collection and establish the degree of their statistical reliability. These techniques allow management to receive answers to questions of this type:

Marketing Information Analysis System

Fig. 17. The system of analysis of marketing information

- What are the main variables that affect my sales, and what is the significance of each of them?

? What happens to sales if you raise the price of goods by 10%, and the cost of advertising? 20%?

? What traits are the most likely indicators that these consumers will buy my branded product, and not a competitor's product?

? For which variables is it best to segment my market and how many segments exist?

These methods of statistical information processing are described in many regulatory sources4.

Bank of models ? a set of mathematical models that facilitate the adoption of more optimal marketing decisions by market players. Each model consists of a set of interconnected variables representing a real system, a real process or result. These models can help answer questions like “what if?” And “which is better?” Over the past twenty years, marketing scientists have created a huge number of models designed to help marketing managers better cope with the activity of establishing boundaries of sales territories and sales plans5, choosing the location of retail outlets6, selecting the optimal set of advertising media7 and forecasting the sale of new products8.

This concludes our brief overview of the four main support systems that make up the marketing information system and proceeds to consider a marketing research scheme.