1、Chapter Four,Managing Marketing Information to Gain Customer Insights,Learning Objectives,Marketing Information and Customer Insights Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing Information Other Marketing Information Consid
2、erations,Topic Outline,Marketing Information System,Marketing Information and Customer Insights,Fresh and deep insights into customers needs and wants Difficult to obtain Not obvious Customers unsure of their behavior Apple /Ford Better information and more effective use of existing information,Cust
3、omer Insights are:,Marketing Information and Customer Insights,Companies are forming customer insights teams Include all company functional areas Collect information from a wide variety of sources Use insights to create more value for their customersReal value: How to use informationRed Bull: Vitami
4、n water, low sugar,Customer Insights,Marketing Information and Customer Insights,Marketing information system (MIS) consists of people and procedures for: Assessing the information needs Developing needed information Helping decision makers use the information for customer,Marketing Information Syst
5、ems (MIS),Assessing Marketing Information Needs,MIS provides information to the companys marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies,Assessing Marketing Information Needs,Balancing what the information users would like to have again
6、st what they need and what is feasible to offer (Driving marketing campaigns together) - (Google x Santander ),Characteristics of a Good MIS,Developing Marketing Information,Marketers obtain information from,Developing Marketing Information,Internal databases are electronic collections of consumer a
7、nd market information obtained from data sources within the company networkCookiesCompanies database Client footprint (relationship with the brand) Demographics data, psycographic, satisfaction measuares,Internal Data,Developing Marketing Information,The systematic collection and analysis of publicl
8、y available informationabout consumers, competitors and developments in the marketplace (Secondary data) Consumer reports from research institutes Nilsen, Comscore, public bodies, Newspapers, competitors activities, Suppliers.,Competitive Marketing Intelligence,Developing Marketing Information,Marke
9、ting Research,Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Building from scratch, High profile companies have internal structure Market Research division (GE, Top banks, P&G, automobile) Ou
10、tsource from market,Developing Marketing Information,Steps in the Marketing Research Process,Developing Marketing Information,Marketing Research Defining the Problem and Research Objectives,preliminary information that will help define the problem and suggest hypotheses.,describes things, problems,
11、situations Markets, demographics, atitudes,tests hypothesis about cause and effect relationships.,Consider a local business near campus. . . How would they conduct exploratory research? What might they want to find out in descriptive research? What relationships might they explore in causal research
12、?,Developing Marketing Information,Outlines sources of existing data (Secondary Data)Spells out the specific research approaches, contact methods, sampling plans(who, how many, how), and instruments to gather data,Marketing Research Developing the Research Plan,Ethnographic research,Developing Marke
13、ting Information,Marketing Research Written Research Plan Includes:,Developing Marketing Information,Secondary data consists of information that already exists somewhere, having been collected for another purpose,Marketing Research Developing the Research Plan,Developing Marketing Information Second
14、ary Data,Developing Marketing Information,Primary data consists of information gathered for the special research plan,Marketing Research Developing the Research Plan,Developing Marketing Information,Marketing Research,Developing Marketing Information,Observational research involves gathering primary
15、 data by observing relevant people, actions, and situations - Mattel - Lab to observe child playing gamesEthnographic research involves sending trained observers to watch and interact with consumers in their natural environment (Kraft pays to families to participate of their routines ),Market Resear
16、ch Research Approaches,Developing Marketing Information,Survey research is the most widely used method and is best for descriptive informationknowledge, attitudes, preferences, and buying behavior Flexible People can be unable or unwilling to answer Gives misleading or pleasing answers Privacy conce
17、rns,Market Research Research Approaches,Developing Marketing Information,Experimental research is best for gathering causal informationcause-and-effect relationships,Market Research Research Approaches,Developing Marketing Information,Focus Groups Six to 10 people Trained moderator Challenges Expens
18、ive Difficult to generalize from small group Consumers not always open and honest,Marketing Research Contact Methods,Developing Marketing Information,Marketing Research Contact Methods,Developing Marketing Information,Marketing Research Online Research,Developing Marketing Information,Sample is a se
19、gment of the population selected for marketing research to represent the population as a whole Who is to be studied? How many people should be studied? How should the people be chosen?,Marketing Research Sampling Plan,Developing Marketing Information,Marketing Research Research Instruments,Developin
20、g Marketing Information,Marketing Research Research Instruments,Developing Marketing Information,Marketing Research Implementing the Research Plan,Analyzing and Using Marketing Information,Managing detailed information about individual customers and carefully managing customer touch points to maximi
21、ze customer loyalty.Capture customer data from all sources in order to translate to more personalized marketing messages and products,Customer Relationship Management (CRM),Analyzing and Using Marketing Information,Customer Relationship Management Touchpoints,Obrigado,Developing Marketing Informatio
22、n,Strengths and Weakness of Contact Methods,Developing Marketing Information,Marketing Research Sampling Plan Types of Samples,Developing Marketing Information,Closed-end questions include all possible answers, and subjects make choices among them Provide answers that are easier to interpret and tab
23、ulate Open-end questions allow respondents to answer in their own words Useful in exploratory research,Marketing Research Research InstrumentsQuestionnaires,Distributing and Using Marketing Information,Information distribution involves entering information into databases and making it available in a time-useable manner Intranet provides information to employees and other stakeholders Extranet provides information to key customers and suppliers,Other Marketing Information Considerations,
