Managing Marketing Information to Gain Customer Insights 4

Managing Marketing Information to Gain Customer Insights 4

Chapter Outline Marketing Information and Customer Insights Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing Information Other Marketing Information Considerations

Marketing Information and Customer Insights Fresh understandings of customers… from customer insights… That become the basis for creating customer value and relationships

Marketing Information System

Assessing Marketing Information Needs

Discussion Question As a marketer for a new lawnmower, what questions would you ask your customers?

Developing Marketing Information

The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization Marketing Research

Discussion Question If market research is so important, why do many companies NOT conduct research?

The Marketing Research Process

Defining the Problem and Research Objectives

Developing the Research Plan Marketer’s Questions What information do we need? How will we get it?

Types of Data

Gathering Secondary Data

Primary Data Research Approaches

Discussion Question How would a marketer of a new Action Figure for Boys use observational, survey, and experimental research?

Primary Data Contact Methods

Primary Data

Primary Research Sampling Plan

Research Instruments

Implementing the Research Plan

Interpreting and Reporting Findings The research should present IMPORTANT findings that are related to decision making.

Customer Relationship Management (CRM) involves managing customer “touch points” in order to maximize customer loyalty Analyzing and Using Marketing Information

Analyzing and Using Marketing Information Distribution of Marketing Information through:

Other Marketing Information Considerations