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1、ChapterFour ManagingMarketingInformationtoGainCustomerInsights LearningObjectives MarketingInformationandCustomerInsightsAssessingMarketingInformationNeedsDevelopingMarketingInformationMarketingResearchAnalyzingandUsingMarketingInformationOtherMarketingInformationConsiderations TopicOutline Marketin
2、gInformationSystem MarketingInformationandCustomerInsights FreshanddeepinsightsintocustomersneedsandwantsDifficulttoobtainNotobviousCustomer sunsureoftheirbehavior Apple FordBetterinformationandmoreeffectiveuseofexistinginformation CustomerInsightsare MarketingInformationandCustomerInsights Companie
3、sareformingcustomerinsightsteamsIncludeallcompanyfunctionalareasCollectinformationfromawidevarietyofsourcesUseinsightstocreatemorevaluefortheircustomersRealvalue HowtouseinformationRedBull Vitaminwater lowsugar CustomerInsights MarketingInformationandCustomerInsights Marketinginformationsystem MIS c
4、onsistsofpeopleandproceduresfor AssessingtheinformationneedsDevelopingneededinformationHelpingdecisionmakersusetheinformationforcustomer MarketingInformationSystems MIS AssessingMarketingInformationNeeds MISprovidesinformationtothecompany smarketingandothermanagersandexternalpartnerssuchassuppliers
5、resellers andmarketingserviceagencies AssessingMarketingInformationNeeds Balancingwhattheinformationuserswouldliketohaveagainstwhattheyneedandwhatisfeasibletooffer Drivingmarketingcampaigns together GooglexSantander CharacteristicsofaGoodMIS DevelopingMarketingInformation Marketersobtaininformationf
6、rom DevelopingMarketingInformation InternaldatabasesareelectroniccollectionsofconsumerandmarketinformationobtainedfromdatasourceswithinthecompanynetworkCookiesCompaniesdatabaseClientfootprint relationshipwiththebrand Demographicsdata psycographic satisfactionmeasuares InternalData DevelopingMarketin
7、gInformation Thesystematiccollectionandanalysisofpubliclyavailableinformationaboutconsumers competitorsanddevelopmentsinthemarketplace Secondarydata ConsumerreportsfromresearchinstitutesNilsen Comscore publicbodies Newspapers competitorsactivities Suppliers CompetitiveMarketingIntelligence Developin
8、gMarketingInformation MarketingResearch Marketingresearchisthesystematicdesign collection analysis andreportingofdatarelevanttoaspecificmarketingsituationfacinganorganization Buildingfromscratch HighprofilecompanieshaveinternalstructureMarketResearchdivision GE Topbanks P G automobile Outsourcefromm
9、arket DevelopingMarketingInformation StepsintheMarketingResearchProcess DevelopingMarketingInformation MarketingResearchDefiningtheProblemandResearchObjectives preliminaryinformationthatwillhelpdefinetheproblemandsuggesthypotheses describesthings problems situationsMarkets demographics atitudes test
10、shypothesisaboutcauseandeffectrelationships Consideralocalbusinessnearcampus Howwouldtheyconductexploratoryresearch Whatmighttheywanttofindoutindescriptiveresearch Whatrelationshipsmighttheyexploreincausalresearch DevelopingMarketingInformation Outlinessourcesofexistingdata SecondaryData Spellsoutth
11、especificresearchapproaches contactmethods samplingplans who howmany how andinstrumentstogatherdata MarketingResearchDevelopingtheResearchPlan Ethnographicresearch DevelopingMarketingInformation MarketingResearchWrittenResearchPlanIncludes DevelopingMarketingInformation Secondarydataconsistsofinform
12、ationthatalreadyexistssomewhere havingbeencollectedforanotherpurpose MarketingResearchDevelopingtheResearchPlan DevelopingMarketingInformationSecondaryData DevelopingMarketingInformation Primarydataconsistsofinformationgatheredforthespecialresearchplan MarketingResearchDevelopingtheResearchPlan Deve
13、lopingMarketingInformation MarketingResearch DevelopingMarketingInformation Observationalresearchinvolvesgatheringprimarydatabyobservingrelevantpeople actions andsituations Mattel LabtoobservechildplayinggamesEthnographicresearchinvolvessendingtrainedobserverstowatchandinteractwithconsumersintheirna
14、turalenvironment Kraftpaystofamiliestoparticipateoftheirroutines MarketResearchResearchApproaches DevelopingMarketingInformation Surveyresearchisthemostwidelyusedmethodandisbestfordescriptiveinformation knowledge attitudes preferences andbuyingbehaviorFlexiblePeoplecanbeunableorunwillingtoanswerGive
15、smisleadingorpleasinganswersPrivacyconcerns MarketResearchResearchApproaches DevelopingMarketingInformation Experimentalresearchisbestforgatheringcausalinformation cause and effectrelationships MarketResearchResearchApproaches DevelopingMarketingInformation FocusGroupsSixto10peopleTrainedmoderatorCh
16、allengesExpensiveDifficulttogeneralizefromsmallgroupConsumersnotalwaysopenandhonest MarketingResearchContactMethods DevelopingMarketingInformation MarketingResearchContactMethods DevelopingMarketingInformation MarketingResearchOnlineResearch DevelopingMarketingInformation SampleisasegmentofthepopulationselectedformarketingresearchtorepresentthepopulationasawholeWhoistobestudied Howmanypeopleshouldbestudied Howshouldthepeoplebechosen MarketingResearchSamplingPlan DevelopingMarketingInformation Ma
