Marketing-Information ManagementChapter 05 Pages 120-143

Daily Agenda for the Week of April 04, 2011

04/04 Monday 5.1 The Need for Speedy Information

Slides 1-17

04/05 Tuesday 5.2 The Marketing Research Process

Slides 18-40

04/06 Wednesday

5.3 Managing the Information Slides 41-54

Daily Agenda1. 5 minutes – Chapter 05 Quizlet2. Complete Chapter 05 PowerPoint – assigned daily

section3. Post to Edmodo – Turn In on assigned day4. Work on Project Proposal for The Marketing Event

1. See The Marketing Event PowerPointAll Chapter 05 work is to be completed independently.

The Marketing Event is to be completed with your assigned group.

Chapter Information

Marketing Information Management

5.1 The Need for Speedy

Information

5.2 The Marketin

g Research Process

5.3 Managin

g the Informati

on

Marketing-Information Management

Concept Map of

Unit

•Marketing-Information Management (MIM)

Key Learning(s)

•Understand how marketing-information management effects the product life cycle and consumer.

Unit Essential Question

•How does marketing –information management effect the consumer and product?

THE NEED FOR SPEEDY INFORMATION

5.1 Pages 122-125 Monday, April 4, 2011

5.1 The Need for Speedy Information

Lesson

Essential Questions

•What is the purpose of marketing-information management?

•Why do businesses need marketing information?

•What careers are found with marketing-information management?

•What are some of the job functions of a marketing researcher?

Vocabular

y

•Syndicated research

•Polls•Engaged

customers•Client-side

researchers

Reaching For Data

Who is Buying?

Engaging Customers

Intermission – Page 123

Why do businesses need marketing information?•Answer

Careers in Marketing Research

Marketing Research Firms

On the Job

Intermission – Page 124

Describe some of the job functions of a marketing researcher.•Answer

5.1 The Need for Speedy Information - LEQs

What is the purpose of marketing-information

management?• Answer

Why do businesses need

marketing information?

• Answer

5.1 The Need for Speedy Information - LEQs

What careers are found with marketing-information

management?• Answer

What are some of the job functions of a

marketing researcher?

• Answer

5.1 Encore: Think Critically Why would presentation skills be important to a marketing research director? • Answer

Provide two examples of how presentation skills might be used in the position.• Answer

5.1 Encore: Think Critically Are there sports teams to which you are totally loyal? If so, whom?• Answer

Or, do you lose interest and make fewer team-related purchases when the team is not winning?• Answer

Describe some possible strategies for keeping fans “engaged” during team losing streaks.• Answer

THE MARKETING RESEARCH PROCESS

5.2 Pages 126-132 Tuesday, April 5, 2011

5.2 The Marketing Research Process

Lesson

Essential Questions

•What are the steps involved in marketing research?

•How is market research different from marketing research?

•What are the human factors in marketing research?

•What are the reasons for potential conflict between sales managers and marketing research managers?

Vocabular

y

•Market research•Explatory

research•Desk research•Descriptive

research•Casual research•Sample•Price points

Steps in Marketing Research

How It’s Done

1. Discover and Define the Problem

2. Analyze Current Conditions

3. Develop the Process for Data Collection

4. Collect the Data

5. Analyze and Report the Data

6. Determine a Solution to the Problem

7. Implement and Evaluate the Results

Intermission – Page 129

Explain how market research is different from marketing research.•Answer

The Human Factor

Research Sophistication

Reducing Conflict

Ethical Research

What’s in It for Me?

Worldwide Data

Intermission – Page 131

Briefly describe the reasons for potential conflict between sales managers and marketing research types.• Answer

5.2 The Marketing Research Process - LEQs

What are the steps involved in

marketing research?

• Answer

How is market research different from marketing

research?• Answer

5.2 The Marketing Research Process - LEQs

What are the human factors in marketing research?

• Answer

What are the reasons for potential conflict between

sales managers and marketing research

managers?• Answer

5.2 Encore: Think CriticallyWrite a paragraph explaining why defining the problem is critical to the marketing research process.• Paragraph Answer

5.2 Encore: Think CriticallyMovie theaters often charge more for popcorn and a drink than they charge for a movie ticket. Is there a point at which moviegoers will not buy refreshments because of the price?• Answer

How can theaters know the price point at which demand is the highest?

• Answer

Describe how the price point may be determined.

• Answer

MANAGING THE INFORMATION

5.3 Pages 133-137 Wednesday, April 6, 2011

5.3 Managing the Information

Lesson

Essential Questions

•What are options for electronic data collection?

•Why do people often resent the collection of personal data?

•What is the concept of data-driven decisions?

•Why does Google improve the ranking of ads that get the most clicks?

Vocabular

y•Data mining•Cookie•Click-

through rate

Collection of Data

Data Mining

Cookies Anyone?

Consumer Privacy

Intermission – Page 135

Why do people often resent the collection of personal data?•Answer

Data-Driven Decisions

Ranking the Ads

Intermission – Page 136

Why does Google improve the ranking of ads that get the most clicks?•Answer

5.3 Managing the Information - LEQs

What are options for electronic data

collection?

• Answer

Why do people often resent the

collection of personal data?

• Answer

5.3 Managing the Information - LEQs

What is the concept of data-driven decisions?

• Answer

Why does Google improve the ranking of ads that get the most

clicks?

• Answer

5.3 Encore: Think CriticallyThink about the ways marketers collect data from customers. Is there a difference in collecting data from volunteers as opposed to unknowing consumers?• Answer

Explain ethical issues and privacy concerns.

• Answer

What boundaries do you believe should be set?

• Answer

5.3 Encore: Think CriticallyAdvertising tobacco products on television is prohibited. Why would market researches still want to collect data bout televised sports watched by smokers?• Answer