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Supporting and Controlling Marketing Efforts

This document discusses marketing information systems and their role in supporting and controlling marketing efforts. It provides details on the types of marketing information systems categorized by their end use or purpose and subject matter. Additionally, it covers topics such as marketing research, marketing organizations, marketing control, marketing of services, the 7 P's of marketing mix, SERVQUAL for measuring customer satisfaction, and considerations for rural marketing.

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Nimish Agrawal
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22 views11 pages

Supporting and Controlling Marketing Efforts

This document discusses marketing information systems and their role in supporting and controlling marketing efforts. It provides details on the types of marketing information systems categorized by their end use or purpose and subject matter. Additionally, it covers topics such as marketing research, marketing organizations, marketing control, marketing of services, the 7 P's of marketing mix, SERVQUAL for measuring customer satisfaction, and considerations for rural marketing.

Uploaded by

Nimish Agrawal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Supporting and controlling

marketing efforts
Marketing information systems
• Procedures and methods
• Planned and purposeful gathering of data
• Analysis
• Storage and retrieval
• Knowledge management mechanism
• Data –information –insights
• Provide superior value to customers
Types of marketing information systems
1.End use /purpose of information
➢Planning
➢Operations
➢Control

2. Subject matter of information


Marketing research
• Helps to know which products move in the market and why
• Helps new entrants plan their channels
• Know about every aspect of the business ----
Steps involved in Market research
• Defining the problem
• Specifying the information needs
• Develop the research design – procedure
• Gather data
• Analysis of the informations
• Summarise the findings
• Prepare the report
Marketing organisation
• Group of people working together towards the attainment of certain
common objectives
• Patterns of marketing organisations
1. Line and staff organisation
2. Product oriented
3. Territory oriented
4. Organisations with complex structure
Marketing control

• Check performance and preventive measures


• Feedback
• Tools
➢Marketing audit
➢Marketing cost benefit analysis
➢Credit control
➢Market share analysis
➢Budgetary analysis
➢Ratio analysis
Marketing of services
• Performance
• No ownership transfer- feel
• Intangibility
• Inseparability – production and consumption – service and service
provider
• Heterogeneity – people intensive
• Perishability – cannot be stored
7 P’s of marketing mix
• 4 P’s
• Process
• People
• Physical evidence
servQual
• Parasuraman
• Measuring customer satisfaction in 5 parameters
1. tangibles
2. Reliability
3. Responsiveness
4. Assurance
5. Empathy
Rural marketing

• 4 A’s
• Availability
• Affordability
• Acceptability
• Awareness

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