“the Use of Mis as a Tool of Gathering Information and Making Decisions for Fmcg Sector”

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ISTANBUL TECHNICAL UNIVERSITY

MANAGEMENT FACULTY
MANAGEMENT ENGINEERING PROGRAM

ISL353E MARKETING

“The Use of MIS as a Tool of Gathering Information and Making Decisions for FMCG Sector”

Group 9

Hande GÜLÇİN
Neşve HACIOĞLU
Raşit KARANFİL
Nebi Şahin YÜZER
Efe BERBER

INDEX
1. LITERATURE REVIEW
1.1.Introduction
1.2.Marketing Information and Customer Insights
1.3.Assessing Marketing Information Needs
1.4.Developing Marketing Information
1.4.1.Internal Data
1.4.2.Competitive Marketing Intelligence
1.5.Marketing Research
1.5.1. Defining the Problem and Research Objectives
1.5.2. Developing the Research Plan
1.5.3. Gathering Secondary Data
1.5.4. Primary Data Collection
1.5.4.1. Research Approaches
1.5.4.2. Contact Methods
1.5.4.3. Sampling Plan
1.5.4.4. Research Instruments
1.5.5. Implementing the Research Plan
1.5.6. Interpreting and Reporting the Findings
1.6. Analyzing and Using Marketing Information
1.6.1. Customer Relationship Management
1.6.2. Distributing and Using Marketing Information
1.7. Other Marketing Information Considerations
1.7.1. Marketing Research in Small Businesses and Nonprofit Organizations 1.7.2. International Marketing Research
1.7.3. Public Policy and Ethics in Marketing Research
2. FIELD RESEARCH: Fast Consumer Product Goods
2.1. Fast Consumer Product Goods Sector
2.2. Efes Pilsen
2.3. L’oreal
2.4. Unilever
2.5. Eti
2.6. Henkel

3. CONCLUSION
4. REFERENCES
5. APPENDIX
5.1. Questionnaire
5.2. Contact Infos

1. LITERATURE REVIEW

1. Introduction

In this paper, all aspects of Marketing Information System as a tool of gathering information and making decisions is explained. The effort on understanding how marketing managers gain insights into consumers and marketplace is included. The topic is divided under six main parts in order to be analyzed.

1.2. Marketing Information and Customer Insights

In today's world, companies must keep up with the speed of changing market environment and conditions, adapt their decision making processes quickly. The most important factor to help is information that is provided by information technology systems (Kubiak & Kowalik, 2010, pp. 2-3)

Understanding the customer and collecting fresh information about the market is the key to creating value for customers. As a result, competitive advantage is gained, customer loyalty is increased and stronger relationships are established.

Even though customer insights are acknowledged to be crucially important to customer value and strong relationships, they are not easy to attain. Customer buying decisions and needs can often be tricky. Costumers themselves may not be able to express their needs or desires. Smart and effective management of marketing information which is received from a wide range of sources is necessary.

According to Sisodia, developing a formal marketing information system is what makes service marketers benefit from information technology the most effective way. Significant results will show by using such a system in all aspects of service firm’s business. These results can be both seen when obtaining new customers or keeping the existing ones and creating customer loyalty. In order to have a successful future, companies, especially global ones, should integrate such expert and formal systems into their marketing strategies (1992, pp. 51-63).

Especially with the help of recent information technology growth, obtaining marketing information from various sources is becoming easier and easier. Moreover, customers are offering tremendous amount of marketing insight from different channels (e.g. social networking, blogs, forums...
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