TOURISM MARKETING

Giảng viên: ThS. Trần Thị Hải Vân

Tel/ Zalo: 0708388089
Email: haivan.gvdl.hcmc@gmail.com
Chapter 4
 I. DEFINING
A marketing information system MkIS: is intended o from a variety of data
into a logical body of information for the purpose of decision making
(interpreting the information from the MkIS)

sort
g at h er an a
lyze

Equipment MkIS People

d e c is io n
Procedures a t e
d is t r ib u t e ev a l u
n eed ed
 II. MkIS FUNCTIONS
1. ASSESSING INFORMATION NEEDS
FUNCTIONS
2. DEVELOPING INFORMATION
MkIS

3. CUSTOMER RELATIONSHIP
MANAGEMENT

4. DISTRIBUTE ANDUSING
INFORMATION SYSTEM
1. ASSESSING INFORMATION NEEDS

Managers must assess the kind of

information needed and gather only
relevant information.
This information can be used as a
guidline for decisions on new promotional
atrategies.
The MkIS will help the company
choose information that is valuable and
worth the cost.
 2. DEVELOPING INFORMATION

Internal records: as data present in

a way that is useful for making decisions.

A marketer:

Select + process + organize data = useful for decision-making.

These converted data

information
 Information can be in the form of perception, intelligence,
knowledge, or even direction.
Information is usually categorized according to its nature so that
there are (finance, production, human resource, marketing, logistical,
and stockholding data).

The internal records that are of immediate value to

marketing decisions are orders received, stockholdings,
and sales invoices.
They are capable of generating a great deal of
information
 Marketing Research
A proactive search for information, either to
search for marketing opportunities or to solve a
perceived marketing problem.
The other form of marketing research centers
is a attempt to continuously monitor the
marketing environment and opportunities.
These monitoring or tracking exercises are
continuous marketing research studies, often
involving panels of marketers, consumers, or
distributors.
 Marketing Intelligence
is a set of procedures and data
sources used by marketing managers to
sift information from the environment
that they can use in their decision-
making.
comprises data outside the firm
competitors' data, prospects, market
composition, and external situation data.
 Marketing Intelligence is a process of scanning:
- The economic and business environment.
- Newspapers, trade magazines, business reports, economic
forecasts, and other media.
- Talking to producers, suppliers, and customers, or to competitors.
- Utilizing the sales force, after-sales personnel, and district/area
managers to take cognizance of competitors' actions, customer
complaints and requests, and distributor problems.
Information analysis
is a collection of analytical models that will help marketers make better decisions.
There models may be either be computerized or not.
Marketing analysis have developed numerous models to help marketers make
better marketing decisions such as design sales call plans, select sites for retail
outlets, develop optimal advertising mixes and forecast new product sales.
3. CUSTOMER RELATIONSHIP
MANAGEMENT
A system that manages information
about individual customers from
various sources to maximize customer
loyalty.
The sources from: customer
purchases, booking inquiries, service
and support calls, website visits,
satisfaction surveys, and all other
contracts between the customer and
the company.
 4. DISTRIBUTE AND USING
INFORMATION SYSTEM

Marketing information has value when

it is used for decision-making.
MkIS provides managers with regular
performance reports, intelligence updates,
and reports on the results of studies to
make plans, implement, and control
marketing activities.
 III. MARKETING RESEARCH

Marketing research is the systematic design,

collection, analysis, and reporting of data relevant to a
specific marketing situation facing an organization.

Marketing research is important because it is a formal

study of specific situations.
Companies employing marketing research stand to gain a lot
because:
A.It can help marketers understand customer satisfaction
and purchase behavior,
B.It can help them assess market potential and market
share,
C.It can measure the effectiveness of pricing, product,
distribution, and promotion activities.
1. Marketing Research Process
Step 1: Defining the Problem and
Research Objectives

This first step is the hardest in the process.

Understanding the marketing problem and defining research

objectives are two crucial tasks as they determine the research
approach in the subsequent steps.
 Marketers/researchers would start with exploratory research
to defibe a clear picture of a situation.
After the objectives are clearly defined, descriptive or causal
research.
Once the objective is determined, the researcher will state
the hypothesis (A hypothesis is a testable statement)
Step 2: Designing the Research Plan

After the research problems and objectives have been defined,

researchers must then

- Determine the exact information needed,

- Develop a plan for gathering it efficiently,

- Present the plan to management.

The research plan outlines sources of existing data and spells out
the specific research approaches, contact methods, sampling plans,
and instruments that they will use to gather new data.
 Research objectives must be translated
into specific information needs.

Type of information needs

A researcher needs to decide whether to use primary data,
secondary data, or a combination of the two.
A.Primary data: information collected for the specific purpose at
hand.
B.Secondary data: information that already exists or has been
collected by a third party for another purpose (Secondary data are
typically used in the beginning to develop a plan for gathering primary
data. Secondary data are used for exploratory purposes.)
 Secondary data can also present problems which included:

A. The needed information may not exist => researchers can

rarely obtain all the data they need from secondary sources;

B. When data can be found (they might not be very useful) => the
researcher must evaluate secondary information carefully to make
certain it is relevant, accurate, current, and impartial.
 Method of data collection

The two main methods are surveys and non-survey.

A.Survey: researcher interacts with people to obtain facts, opinions,

and attitudes. Surveys can be carried out through questionnaires or
interviews.

B.Non-survey: observation or experiment (the quality of data is very

important)

Researchers must take great care in ensuring the quality of

both primary and secondary data.
 A.Questionnaires: this can be distributed via either mail, email
(online), or face-to-face.
2 formats:
•Open-ended questions require elaborate answers and
respondents need to answer them in their own words.
•Close-ended questions or multiple-choice questions
Approaches
to gathering
B.Observations: gathering data by observing relevant people,
primary
actions, and situations.
data:
(This often yields more information that usually does not merge
with traditional focus groups on interviews)

C.Experiments: gathering causal information, selecting matched

groups of subjects, giving them different treatments, controlling
unrelated factors, and checking for differences in group responses.
 Mail Face-to-face
questionnaire interview

Ways to
collect
information
(data)

Online Telephone
interview
 Sampling Design
Designing requires 3 decisions:
1. Who is to be surveyed (the
sampling unit)?
2. How many people should be
surveyed (the sample size)?
3. How should people in the sample
be chosen (the sampling
procedure)?
2 types of sampling:
1. Probability sampling: it ensures that
each population’s member has a known
chance of being included in the sample.
2. Non-Probability sampling: the
researchers often take this approach
(however their sampling error cannot be
measured)
+ Convenience sampling;
+ Judgment sampling;
+ Quota sampling.
 Research Instrument

- Questionnaires: This is the most

common instrument, whether
administered in person, by phone, or
online.
- Mechanical devices: this a device used
to monitor consumer behavior and obtain
information.
Step 3: Implementing Research PlanPlan

• It involves collecting, processing, and analyzing the

information.

• This process is generally the most expansive and the most

subject to error.

• Analyzing the collected data to isolate important information

and findings.
Step 4: Interpreting and Reporting
the Findings Plan

• Interpreting the findings, draw conclusions and report them.

• Presenting important findings that are useful in the major

decisions .

• Communicating the conclusions and recommendations

 2. MARKETING RESEARCH
ROLES

Marketing research has 3 roles

• Descriptive role: gathering and presenting statements of fact are
the essential descriptive role of marketing research. This type of
research provides necessary data for planning and implementing
effective changes
• Diagnostic role: data explanation is the main source of the MkIS
and marketing decision support system
• Predictive role: It answers the “what if” questions in attempting to
estimate the result of a planned marketing decision.
 3. OTHER MARKETING
INFORMATION ISSUES

1. Marketing research in small businesses and non-profit

organisations: marketing research is also beneficial to managers of small
businesses and non-profit organisations by undertaking a -budget project.
2. International marketing research: In undertaking marketing research,
international marketing researchers follow the same process, collect their
primary data. Cultural differences from country to country also add to the
issue.
3. Public policy and ethics in marketing research: marketing research is
beneficial to the company and its customers because the company learns
to capture customers’ needs, resulting in more satisfying products, services,
and stronger customer relationships.
• Marketing managers need a great deal of information for decision-
making.
• Many companies are taking steps to develop effective marketing
information systems.
• A marketing information system MkIS comprises people, equipment,
and procedures to gather, sort, analyze, evaluate and distribute needed,
timely and accurate information to marketing decision-makers.
• Marketing research helps a firm understand its customers.
• The marketing research process includes defining the problem and
research objectives, developing the research plan, implementing the
research plan, and interpreting and reporting the findings.
• Marketing research can generate business value by providing
knowledge-based information for the successful decisions of the
customers.
 KEY TERMS

• Customer relationship management CRM: a system that manages

information about individual customers from sources to maximize
customer loyalty.
• Focus group: a form of qualitative research in which a group of people
is asked about their perceptions, opinions, beliefs, and attitudes towards
a product, service, concept, advertisement, idea, or packaging.
• Marketing information system MkIS: comprises people, equipment,
and procedure to gather, sort, analyse, evaluate, and distribute needed,
timely, and accurate information to marketing decision-makers.
• Marketing intelligence: includes everyday information about
developments in the marketing environment that help managers to
prepare and adjust marketing plans and -functions.
 KEY TERMS

• Marketing research: is a process that identifies and defines marketing

opportunities and problems, monitors, and evaluates marketing actions
and performance, and communicates the findings and implications to
management.
• Probability sampling: is a technique where every member has a known
chance of being included in the sample through a random from the
population.
• Non-Probability sampling: does not involve random selection in
obtaining the representative cross-section of the population. This
approach is used when the sampling cost is too high or takes too much
time.
 KEY TERMS

• Primary data: is information collected for the specific purpose at

hand.
• Secondary data: information that already exists or has been
collected by a third party for another purpose.
• Questionnaire: this is a research instrument consisting of a series of
questions and other prompts to gather information from respondents.