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CHAPTER 4 PRINCIPLES OF MARKETING.pptx for students
1.
Copyright © 2009
Pearson Education, Inc. Chapter 4- slide 1 Publishing as Prentice Hall Chapter Four Managing Marketing Information to Gain Customer Insights
2.
Learning Objectives Copyright ©
2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 2 • • • • • Topic Outline Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing Marketing Information Distributing and Using Marketing Information Other Marketing Information Considerations •
3.
Marketing Information and Customer
Insights Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 3 Customer Insights are: • Fresh and deep insights into customers needs and wants • Difficult to obtain – Not obvious – Customer’s unsure of their behavior • Not derived from more information but better information and more effective use of existing information
4.
Marketing Information and Customer
Insights Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 4 Customer Insights • Companies are forming customer insights teams – Include all company functional areas – Use insights to create more value for their customers – Customer controlled could be a problem
5.
Marketing Information and Customer
Insights Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 5 – – – Assessing the information needs Developing needed information Helping decision makers use the information for customer Marketing Information Systems (MIS) Marketing information system (MIS) consists of people and procedures for:
6.
Assessing Marketing Information Needs Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 6 MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
7.
Assessing Marketing Information Needs Characteristics
of a Good MIS • Balancing what the information users would like to have against what they need and what is feasible to offer Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 7
8.
Developing Marketing Information Marketers
obtain information from Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 8
9.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 9 Internal Data Internal databases are electronic collections of consumer and market information obtained from data sources within the company network
10.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 10 Marketing Intelligence Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace
11.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 11 Marketing Research • Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
12.
Developing Marketing Information Marketing
Research Defining the Problem and Research Objectives Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 12
13.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 13 Marketing Research Developing the Research Plan • Outlines sources of existing data • Spells out the specific research approaches, contact methods, sampling plans, and instruments to gather data
14.
Developing Marketing Information Marketing
Research Written Research Plan Includes: Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 14
15.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 15 Marketing Research Developing the Research Plan Secondary data consist of information that already exists somewhere, having been collected for another purpose Primary data consist of information gathered for the special research plan
16.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 16
17.
Developing Marketing Information Marketing
Research Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 17
18.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 18 Market Research Research Approaches 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
19.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 19 • • • • Flexible People can be unable or unwilling to answer Gives misleading or pleasing answers Privacy concerns Market Research Research Approaches Survey research is the most widely used method and is best for descriptive information—knowledge, attitudes, preferences, and buying behavior
20.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 20 Market Research Research Approaches Experimental research is best for gathering causal information— cause-and-effect relationships
21.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 21 Marketing Research Contact Methods • Focus Groups – Six to 10 people with a trained moderator – Challenges • Expensive • Difficult to generalize from small group • Consumers not always open and honest
22.
Developing Marketing Information Marketing
Research Contact Methods Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 22
23.
Developing Marketing Information Marketing
Research Online Research Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 23
24.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 24 Marketing Research Sampling Plan Sample is a segment of the population selected for marketing research to represent the population as a whole – Who is to be surveyed? – How many people should be surveyed? – How should the people be chosen?
25.
Developing Marketing Information Marketing
Research Research Instruments Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 25
26.
Developing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 26 Marketing Research Research Instruments - Questionnaires • 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
27.
Developing Marketing Information Marketing
Research Research Instruments Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 27
28.
Developing Marketing Information Marketing
Research Implementing the Research Plan Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 28
29.
Analyzing Marketing Information Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 29 Customer Relationship Management (CRM) • CRM consists of sophisticated software and analytical tools that integrate customer information from all sources, analyze it in depth, and apply the results to build stronger customer relationships
30.
Analyzing Marketing Information Customer
Relationship Management Touchpoints Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 30
31.
Distributing and Using
Marketing Information Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 31 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
32.
Other Marketing Information Considerations Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 32
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