市场营销学英文版最新版教学课件第4章

Learning Objective 4-1
• Explain the importance of information in gaining insights about the marketplace and customers.
Marketing Information
• Customer needs and motives for buying are difficult to determine.
Systematic monitoring, collection, and analysis of information
• About consumers, competitors, and developments in the marketing environment
Techniques
• Observing consumers firsthand • Quizzing the company’s own employees • Benchmarking competitors’ products • Conducting online research • Monitoring social media buzz
• Internal databases are collections of consumer and market information obtained from data sources within the company network.
Competitive Marketing Intelligence (1 of 2)
Today’s “Big Data”
• Big data refers to the huge and complex data sets generated by today’s sophisticated information generation, collection, storage, and analysis technologies.
• Customer insights teams collect customer and market information from a wide variety of sources.
Customer Insights (2 of 2)
Key customer insights have helped make social scrapbooking site, Pinterest, wildly successful with its 70 million users.
4-2. Define the marketing information system and discuss its parts.
4-3. Outline the steps in the marketing research process.
Learning Objectives (2 of 4)
Descriptive research
• Used to better describe the market potential for a product or the demographics and attitudes of consumers
Causal research
• Used to test hypotheses about cause-and-effect relationships
Marketing Information System (MIS)
• Consists of people and procedures to
– Assess information needs – Develop the needed information – Help decision makers use the information to generate
Defining the Problem and Research Objectives
Exploratory research
• Used to gather preliminary information • Helps to define problems and suggest hypotheses
Figure 4.1 - The Marketing Information System
Assessing Marketing Information Needs
• A good MIS balances the information users would like to have against
Customer Insights (1 of 2)
• Fresh marketing information-based understandings of customers and the marketplace
– Become the basis for creating customer value, engagement, and relationships
data
Research Plan (2 of 2)
• Should be presented in a written proposal
• Topics covered in a research plan:
– Problems and research objectives – Information to be obtained – How results will help decision making – Estimated research costs – Type of data required
Developing Marketing Information
• Information needed can be obtained from
– Internal databases – Competitive marketing intelligence – Marketing research
▪ Internal databases, marketing intelligence, and market research
– Analyze and use the information
Learning Objective 4-3
• Outline the steps in the marketing research process.
– Use own research departments – Hire outside research specialists – Purchase data collected by outside firms
Figure 4.2 - The Marketing Research Process
and validate actionable customer and market insights
Learning Objective 4-1 Summary
• Marketing process starts with a complete understanding of the marketplace and consumer needs and wants
Competitive Marketing Intelligence (2 of 2)
• Offers insights about consumer opinions and their association with the brand
• Provides early warnings of competitor strategies and potential competitive strengths and weaknesses
Marketing: An Introduction
Thirteenth Edition
Chapter 4
Managing Marketing Information to Gain Customer Insights
Learning Objectives (1 of 4)
4-1. Explain the importance of information in gaining insights about the marketplace and customers.
Internal Databases (1 of 2)
Macy’s customer database providLeabharlann Baidus insights to personalize its customers’ shopping experiences.
Internal Databases (2 of 2)
4-4. Explain how companies analyze and use marketing information.
4-5. Discuss the special issues some marketing researchers face, including public policy and ethics issues.
– What they really need – What is feasible to offer
• Obtaining, analyzing, storing, and delivering information is costly.
– Firms must decide whether the value of the insight is worth the cost.
First Stop: The LEGO Group Digging Out Fresh Customer Insights
The LEGO Group’s marketing research helped the brand to recast its classic, colorful bricks into modern, tech-rich play experiences.
• Required by companies to obtain customer and market insights
• Generated in great quantities with the help of information technology and online sources
Marketing Research
• Systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
• Approaches followed by firms:
• Helps firms to protect their own information • Raises ethical issues
Learning Objective 4-2 Summary
• Marketing information system (MIS)
– Assess information needs – Develop information
• Turn consumer information into customer insights • Marketing Information System • Big Data
Learning Objective 4-2
• Define the marketing information system and discuss its parts.
Research Plan (1 of 2)
• Outlines sources of existing data
• Spells out
– Specific research approaches – Contact methods – Sampling plans – Instruments that researchers will use to gather new