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Pom Chapter 4

The document discusses how marketing managers can gain customer insights through effective management of marketing information systems. It describes how marketing managers should assess information needs, develop information internally and through marketing research, and analyze customer data with tools like CRM to improve relationships. The key aspects of developing marketing information include collecting internal data, marketing intelligence, and conducting various types of marketing research.

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filzahhusna
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178 views33 pages

Pom Chapter 4

The document discusses how marketing managers can gain customer insights through effective management of marketing information systems. It describes how marketing managers should assess information needs, develop information internally and through marketing research, and analyze customer data with tools like CRM to improve relationships. The key aspects of developing marketing information include collecting internal data, marketing intelligence, and conducting various types of marketing research.

Uploaded by

filzahhusna
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Chapter 4:

Managing Marketing
Information to Gain
Customer Insights
PRESENTED BY:1. MAS RAIHANA AHMAD NASSIR
2. FILZAH HUSNA BINTI RIZAL

Marketing Infromation and Customer


Insights
Customer Insights

its to understand customers


to the core and give them
what they need.

Marketing Infromation
System(MIS)

consists of people and


procedures for assessing
informational needs,
developing the needed
information and helping
decision makers to use the
information to generate and
validate actionable customer
and market insights.

The Marketing Information System

Assessing Marketing Information Needs


MIS primarily serves the company's marketing and other
managers but it may also provide information to external
partners (Suppliers, reseller or marketing service
agencies)
Good MIS balances the information users would like to
have againts what they really need and what is feasible to
offer

Developing Marketing Infromation


Internal
data

Marketers
can obtain
information
from:
Marketing
research

Marketing
Intelligenc
e

Developing Marketing Infromation


1) Internal Data
Internal databases - electronic collections of consumer
and market information obtained from data sources within
the company network.

Advantages
can be accessed more
quickly.
Low cost

Disadvantages
Incomplete or in wrong form
Data aged quickly
require highly sophisticated
equipment and techniques.

Developing Marketing Infromation


2) Marketing Intelligence
Marketing Intelligence is the systrmatic collection
and analysis of publicly available information about
consumers, competitiors and developments in the
marketplace.
Goal : to improve strategic decison making by
understanding the consumer environment, assessing and
tracking competitor's actions and providing early
warnings of opportunities and threats.

Developing Marketing Infromation


2) Marketing Intelligence

Techniques : Sent out teams of trained observers to mix and mingle with
customers.
Routinely monitor consumers' online chatter
Actively monitor competitors' activities- early warning
i. collect it from people inside, suppliers, resellers and key
customers
ii.through intelligence information (annual report, web pages,
show exhibit)
iii.Online database (European Patent Office)

Marketing Research
3. Marketing Research
Marketing research is a systematic design, collection,
analysis and reporting of data relevant to a spesific
market situationfacing an organization.
*give marketers insights into customer motivations,
purchase behavior and satisfaction.

Marketing Research
Steps in Marketing Research

Defining the
problem and
reseach
objectives

Developing
the research
plan for
collecting
information

Implementing
the research
plancollecting and
analyzing data

Interpreting
and
reporting
the findings

Marketing Research
1) Defining the problem and research
abjectives
Types of Objectives: exploratory research
descriptive research
causal research

Marketing Research
2) Developing the research plan for collecting
information
Research plan outlines sources of existing data and
spells out the specific research approaches, contact
methods, sampling plans and instruments that
researchers will use to gather new data.
*to meet the manager's information needs, the research
plan can call for gathering secondary data, primary
data or both.

Marketing Research

Secondary Data
consist of information
that already exists
somewhere, having
been collected for
another purposes.

Primary Data
consists of information
collected for the
spesific purpose at
hand.

Marketing Research
Gathering Secondary Data
Usually start with company's internal database
companies can buy secondary data reports from outside
suppliers
use commercial online databases
web search engines

Advantages
can be obtained more quickly
lower cost
Provide data that an individual
company cannot collect on its
own- too expensive

Disadvantages
the needed information may
not exist
it must be relevant, accurate,
current and impartial

Marketing Research
Contact
methods

Research
approaches

Sampling
plan

Primary
Data
Collection

Research
instruments

Marketing 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 habitat.
Survey research

The most widely used method for primary data collection, is the approach best
suited for gathering descriptive information for recognizing peoples knowledge,
attitudes, preferences or buying behaviour.
Flexible many different kinds of information in many different situations
People can be unable to answer or unwilling to respond
Gives misleading or pleasing answers
Privacy concerns
Experimental research

Best suited for gathering causal information.


Involves selecting matched groups of subjects, giving them different treatments,
controlling related factors and checking for differences in group responses [causeand-effect relationships]

Marketing Research ;
Contact Methods
Mail questionnaires
Telephone interviewing
Personal interviewing
Group interviewing

Mail,
telephone
and personal
interviewing

Focus group
interviewing

Online focus
groups

Online
marketing
research

Marketing Research ;
Contact Methods
Personal interviewing that
involves inviting 6 to 10
people to gather for a few
hours with a trained
interviewer to talk about a
product, service or
organization.
The interviewer focuses
the discussion

Mail,
telephone
and personal
interviewing

Focus group
interviewing

Online focus
groups

Online
marketing
research

Marketing Research ;
Contact Methods

Focus group
interviewing

Mail,
telephone
and personal
interviewing

Online Collecting primary data online


marketingthrough internet surveys, online
research focus groups, web-based
experiments, or tracking
consumers online behaviour.

Online focus
groups

Marketing Research ;
Contact Methods

Marketing Research ;
Sampling Plan

Marketing Research ;
Sampling Plan

Marketing Research ;
Research Instruments

Marketing Research ;
Implementing the Research Plan

Marketing Research ;
Interpreting and Reporting the Findings
Interpret the findings, draw conclusions and
report them to management.
Present important findings and insights for
decision making.
Researchers need to work closely with marketers
in interpreting the findings.

Analyzing Marketing Information;


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
To manage detailed information about
individual customers and carefully manage
customer touch points in order to maximize
customer loyalty.

Analyzing Marketing Information;


Customer Relationship Management (CRM)

Distributing and Using Marketing


Information
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

Other Marketing Information Considerations


Marketing Research in Small Business and
Nonprofit Organizations
Need information about their industry,
competitors, potential customers and reactions
to new offers
Must track changes in customer needs and
wants, reactions to new products and changes in
the competitive environment

Other Marketing Information Considerations


Marketing Research in Small Business and Nonprofit
Organizations
Sources of marketing information:
Observing their environment
Monitoring competitor advertising
Evaluating customer mix
Visiting competitors
Conducting informal surveys
Conducting simple experiments

Other Marketing Information Considerations


Marketing Research in Small Business and
Nonprofit Organizations

Sources of marketing information:


Secondary data
Trade associations
Chambers of Commerce
Government agencies
Media

Other Marketing Information Considerations


International marketing research
Additional and different challenges:
o Level of economic development
o Culture
o Customs
o Buying patterns
o Difficulty in collecting secondary data
o Hard-to-reach respondents

Other Marketing Information Considerations


Public policy and ethics in marketing
research
Intrusions on consumer privacy
Consumer resentment
Misuse of research findings

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