Art of marketing and branding

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marketing_information.ppt

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Global Edition

Managing

Marketing Information

to Gain Customer Insights

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Marketing Information and
Customer Insights

Fresh understandings of customers… from

customer insights…

That become the basis for creating customer value and relationships

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Assessing Marketing
Information Needs

Notes to Accompany Slide:

A company must balance what the users would LIKE to have against what they really NEED and what is FEASIBLE for a firm to offer.

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Developing Marketing Information

Notes to Accompany Slide:

Marketers can obtain the needed information from internal data, marketing intelligence, and marketing research.

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The systematic design, collection, analysis, and reporting

of data

relevant to

a specific

marketing

situation

facing

an organization

Marketing Research

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Discussion Question

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

Answer: The basic answer is that they are poor marketers. They do not feel that they have the time or the resources for research. Companies must realize there are cost effective methods of research, especially with the use of the Internet. In addition, they have a plethora of research data in their internal databases and through their distribution network.

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The Marketing Research Process

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Developing the Research Plan
Marketer’s Questions

What information do we need?

How will we get it?

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Interpreting and Reporting Findings

The research should present IMPORTANT findings that are related to decision making.

Notes to Accompany Slide:

It is important not to overwhelm management when presenting research results.

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Customer Relationship Management (CRM) involves

managing

customer

“touch points”

in order to

maximize

customer

loyalty

Analyzing and Using Marketing Information