Содержание
- 2. Learning objectives Marketing information and customer insights Assessing marketing information needs Developing marketing information Marketing research
- 3. Marketing information and customer insights Fresh and deep insights into customers’ needs and wants. Difficult to
- 4. Marketing information and customer insights (Continued) Companies are forming customer insights teams Include all company functional
- 5. Marketing information and customer insights (Continued) Marketing information systems (MIS) consist of people and procedures for:
- 6. Marketing information system Figure 4.1 The marketing information system
- 7. Assessing marketing information needs MIS provides information to the company’s marketing and other managers and external
- 8. Assessing marketing information needs (Continued) Balancing what the information users would like to have against what
- 9. Developing marketing information Marketers obtain information from
- 10. Developing marketing information (Continued) Internal databases are electronic collections of consumer and market information obtained from
- 11. Developing marketing information (Continued) The systematic collection and analysis of publicly available information about consumers, competitors
- 12. Developing marketing information (Continued) Marketing research Marketing research is the systematic design, collection, analysis and reporting
- 13. Developing marketing information (Continued) Steps in the marketing research process Figure 4.2 The marketing research process
- 14. Developing marketing information (Continued) Marketing research Defining the problem and research objectives
- 15. Developing marketing information (Continued) Outlines sources of existing data. Spells out the specific research approaches, contact
- 16. Marketing research Written research plan includes: Developing marketing information (Continued)
- 17. Developing marketing information (Continued) Secondary data consists of information that already exists somewhere, having been collected
- 18. Developing marketing information (Continued) Secondary data
- 19. Developing marketing information (Continued) Primary data consists of information gathered for the specific research plan. Marketing
- 20. Developing marketing information (Continued) Marketing research
- 21. Developing marketing information (Continued) Observational research involves gathering primary data by observing relevant people, actions and
- 22. Developing marketing information (Continued) Survey research is the most widely used method and is best for
- 23. Developing marketing information (Continued) Experimental research is best for gathering causal information—cause-and-effect relationships. Market research Research
- 24. Developing marketing information (Continued) Marketing research Strengths and weakness of contact methods Table 4.3 Strengths and
- 25. Focus groups 6 to 10 people Trained moderator Challenges Expensive Difficult to generalise from small group
- 26. Developing marketing information (Continued) Marketing research Contact methods
- 27. Marketing research Online research Developing marketing information (Continued)
- 28. Developing marketing information (Continued) Sample is a segment of the population selected for marketing research to
- 29. Developing marketing information (Continued) Marketing research Sampling plan—types of samples Table 4.4 Types of samples
- 30. Marketing research Research instruments Developing marketing information (Continued)
- 31. Closed-end questions include all possible answers, and subjects make choices among them Provide answers that are
- 32. Marketing research Research instruments Developing marketing information (Continued)
- 33. Developing marketing information (Continued) Marketing research Implementing the research plan
- 34. Analysing and using marketing information Managing detailed information about individual customers and carefully managing customer touch
- 35. Analysing and using marketing information (Continued) Customer relationship management Touchpoints
- 36. Distributing and using marketing information Information distribution involves entering information into databases and making it available
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