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1、Chapter 4 Managing Marketing Information to Gain Customer Insights 管理营销信息洞察顾客想法,Its good and good for you!,Battered by competition from the sweeter Pepsi-Cola, Coca-Cola decided in 1985 to replace its old formula with a sweeter variation, dubbed the “New Coke”. Coca-Cola spent $4 million on market r
2、esearch. Blind taste tests showed that Coke drinkers preferred the new, sweet formula, but the launch of New Coke provoked a national uproar. Market researchers had measured the taste but had failed to measure the emotional attachment consumers had to Coca-Cola. There were angry letters, formal prot
3、ests and even lawsuit threats, to force the retention of “The Real Thing”. Ten weeks later, the company withdrew New Coke and reintroduced its century-old formula as “Classical Coke”, giving the old formula even stronger status in the marketplace.,The New Coke,Case Study New Coke,New Coke product fa
4、ilure Poor sales Over 1,500 phone calls a day from angry customers Old coke returns in only 3 months,Due largely to research failure Tested on taste only not intangibles Decisions based on 60% ratings All for $4 million!,Learning Objectives,Marketing Information and Customer Insights Assessing Marke
5、ting Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing Information Other Marketing Information Considerations,Topic Outline,Marketing Information & Customer Insights,Fresh understandings of customers and the marketplace derived from marketing informa
6、tion that become the basis for creating customer value and relationships. Fresh and deep insights into customers needs and wants 关于顾客需求与欲望的新鲜的、深入的了解 Difficult to obtain 很难获得 Not obvious 隐性 Customers unsure of their behavior 消费者对自身需求的不了解 Better information and more effective use of existing informati
7、on 公司更加有效地管理和运用来自各种渠道的信息,Customer Insights(顾客洞察) are:,Companies are forming customer insights teams Include all company functional areas(职能部门) Collect information from a wide variety of sources Use insights to create more value for their customers,Customer Insights,Marketing Information & Customer I
8、nsights,Companies use such customer insights to develop competitive advantage(相对竞争优势). To gain customer insights, marketers must effectively manage marketing information from a wide range of sources. The real value of marketing research and marketing information from lies in how it is used in the cu
9、stomer insights that it provide.,Customer Insights,Marketing Information & Customer Insights,Marketing Information and Customer Insights,Marketing information system (MIS) consists of people and procedures for: Assessing the information need 获取信息 Developing needed information 开发使用信息 Helping decision
10、 makers use the information for customer 有助于决策,Marketing Information Systems (MIS) 营销信息系统,Data 数据,Data are any facts, numbers, or text that can be processed by a computer. Operational data(操作型数据): sales, cost, inventory, payroll, and accounting Non-operational data (非操作型数据) : industry sales, forecas
11、t data, and macro economic data,Information 信息,Data that have been processed and presented in a form suitable for human interpretation, often with the purpose of revealing trends or patterns.,Knowledge 知识,Information can be converted into knowledge about historical patterns and future trends.,Data,
12、Information & Knowledge,Assessing information needs 评估信息需求,Developing needed information 开发所需信息,Distributing & using information 分析和运用营销信息,Analyzing needed information 分析所需信息,Developing Marketing Information Steps in the Marketing Research Process 市场调查步骤,Assessing Information Needs 评估信息需求,Not all in
13、formation needs can or should be satisfied. Balance the information managers would like to have against what they really need and what is feasible. Cost vs. Benefits “The more, the better”?,Assessing Marketing Information Needs,MIS provides information to the companys marketing and other managers an
14、d external partners such as suppliers, resellers and marketing service agencies,Assessing Marketing Information Needs,Balancing what the information users would like to have against what they need and what is feasible to offer,Characteristics of a Good MIS 有效的营销信息系统应具备的特点,Developing Marketing Inform
15、ation 开发所需信息,Three sources of marketing information Internal data(内部数据) Marketing intelligence(营销情报) Market research(市场调查),Developing Marketing Information,Internal data is gathered via customer databases, financial records, and operations reports Advantages include quick/easy access to information
16、Disadvantages May be incompletely or in the wrong form for making marketing decisions. Keeping the database current requires a major effort, because data ages quickly. All the data must be well integrated and readily accessible.,Internal data Marketing intelligence Marketing research,Sources of Info,Internal data,Data Warehousing (数据仓库) A data warehouse is, primarily, a record of an enterprises past transactional and operational information, stored in a database designed to favou
