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Слайды и текст этой презентации

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Chapter 4 Managing marketing information to gain customer insights

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Learning objectives Marketing information and customer insights Assessing marketing information needs Developing marketing information Marketing research Analysing and using marketing information Other marketing information considerations

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Marketing information and customer insights Fresh and deep insights into customers’ needs and wants. Difficult to obtain Not obvious Customer’s unsure of their behaviour. Better information and more effective use of existing information.

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Marketing information and customer insights (Continued) 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 customers.

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Marketing information and customer insights (Continued) Marketing information systems (MIS) consist of people and procedures for: assessing the information needs developing needed information helping decision makers use the information for customer.

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Marketing information system

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Assessing marketing information needs MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers and marketing service agencies.

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Assessing marketing information needs (Continued) Balancing what the information users would like to have against what they need and what is feasible to offer.

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Developing marketing information Marketers obtain information from

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Developing marketing information (Continued) Internal databases are electronic collections of consumer and market information obtained from data sources within the company network.

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Developing marketing information (Continued) The systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace.

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Developing marketing information (Continued) Marketing research

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Developing marketing information (Continued) Steps in the marketing research process

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Developing marketing information (Continued) Marketing research Defining the problem and research objectives

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Developing marketing information (Continued) Outlines sources of existing data. Spells out the specific research approaches, contact methods, sampling plans and instruments to gather data.

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Marketing research Marketing research Written research plan includes:

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Developing marketing information (Continued) Secondary data consists of information that already exists somewhere, having been collected for another purpose.

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Developing marketing information (Continued) Secondary data

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Developing marketing information (Continued) Primary data consists of information gathered for the specific research plan.

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Developing marketing information (Continued) Marketing research

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Developing marketing information (Continued) Observational research involves gathering primary data by observing relevant people, actions and situations. Ethnographic research involves sending trained observers to watch and interact with consumers in their natural environment.

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Developing marketing information (Continued) Survey research is the most widely used method and is best for descriptive information—knowledge, attitudes, preferences and buying behaviour. Flexible People can be unable or unwilling to answer Gives misleading or pleasing answers Privacy concerns

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Developing marketing information (Continued) Experimental research is best for gathering causal information—cause-and-effect relationships.

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Developing marketing information (Continued) Marketing research Strengths and weakness of contact methods

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Developing marketing information (Continued) Focus groups 6 to 10 people Trained moderator Challenges Expensive Difficult to generalise from small group Consumers not always open and honest

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Developing marketing information (Continued)

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Developing marketing information (Continued) Marketing research Online research

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Developing marketing information (Continued) Sample is a segment 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?

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Developing marketing information (Continued) Marketing research Sampling plan—types of samples

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Developing marketing information (Continued) Marketing research Research instruments

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Developing marketing information (Continued) Closed-end questions include all possible answers, and subjects make choices among them Provide answers that are easier to interpret and tabulate. Open-end questions allow respondents to answer in their own words Useful in exploratory research.

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Developing marketing information (Continued) Marketing research Research instruments

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Developing marketing information (Continued) Marketing research Implementing the research plan

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Analysing and using marketing information Managing detailed information about individual customers and carefully managing customer touch points to maximise customer loyalty.

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Analysing and using marketing information (Continued) Customer relationship management Touchpoints

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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.