Presentation (1)Consumer Behavior

Week 10 Summary of lecture 8&9

Presented to: Dr.Nabil el shimy Miss Nehal el tayeb Presented by: Nourhan Shalabi Menna Khalil Dina Magdi

A marketing information system (MIS)

A 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.

ASSESSING information NEEDS

A good marketing information system balances information that managers would like to have against that which they really need and is feasible to obtain.

DEVELOPING INFORMATIONInformation needed by marketing managers can he obtained from1-internal company records, 2-marketing intelligence, 3-&marketing research.

Here are some examples of how companies use internal records to make marketing decisions:

• Hotel managers use reservations records and registration information to aid in timing their advertising and sales calls

• Reservation records also provide information concerning the hotel’s top-producing travel agents.

Guest History Information.

Guest information is vital to improving service, creating effective advertising and sales promotion programs, developing new products, improving existing products, and developing marketing and sales plans and to the development and use of an effective revenue management program

Guest Information Trends.

Information concerning guest trends is vital to planning &revenue/yield management. Types of guest trend information used by hotels, airlines, cruise lines, and auto rental companies include the following: • Booking patterns • Cancellations•Conversion percentages (percent of inquiries to reservations) • Overbooking patterns

Guest Information Management

Acquisition of this critical information cannot he left to chance or the whims of department managers.

Guest Comment Cards.

Guest comment cards are often found on dining room tables and in guest rooms or are handed to departing customers. They provide useful information and can provide insights into problem areas. For example, several negative comments on food would indicate a potential problem for a restaurant.

Listening to and Speaking with Guests. 

Many organizations have developed formal ways of interacting with guests. Hotels will offer free receptions in the afternoon for their frequent guests

Company Records.

One of the most misused sources of information is company records. Marketing managers should take advantage of the information that is currently being generated by various departments.

Point-of-Sale Information.A POS system could collect information about individual restaurant patrons where credit cards are used.

MARKETING INTELLIGENCE

Marketing intelligence includes everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans and short-run tactics

External Sources of Marketing Intelligence

A hospitality company must encourage suppliers, convention and tourist bureaus, and travel agencies to pass along important intelligence. There are three types of external marketing information:

(1) macro market information

(2) competitive information

(3) new innovation and trends

EXTERNAL SOURCES OF INFORMATION

1-Chambers of commerce 2-Colleges/universities 3-Public utility companies4-Airlines, cruise lines

Marketing has passed through stages

Mass marketing : In mass marketing, the seller mass produces, mass distributes, and mass promotes one product to all buyers.

2 .Product-variety marketing. Here the seller produces two or more products/services that have different features, styles, quality, and size.3. Target marketing. Here the seller identifies market segments, selects one or more, and develops products and services tailored to each selected segment

Define :- market

market is a physical place where buyers and sellers gathered

There are Three Major Steps In Target Marketing , Explain this statement

The Three Major Steps In Target Marketing

1- market segmentation , dividing a market into distinct groups who might require separate products and/or marketing mixes

2- market targeting, evaluating each segment’s attractiveness and selecting one or more of the market segments

3- market positioning, developing competitive positioning for the product and an appropriate marketing mix.

Geographic Segmentation

Geographic segmentation calls for dividing the market into different geographic units, such as nations, states, regions, countries, cities, or neighborhoods

Demographic segmentation

consists of dividing the marketing into groups based on demographic variables such as age, life cycle, gender, income, occupation, education, religion, race, and nationality.

Gender segmentation

has long been used in marketing clothing, hair, cosmetics, and magazines. it is now used in the hospitality industry.

Income segmentation

has long been used by marketers of products and services. The lodging industry is particularly effective in using income segmentation.

THANK YOU