1、ManagingMarketing Informationto Gain Customer Insights4Chapter OutlineMarketing Information and Customer InsightsAssessing Marketing Information NeedsDeveloping Marketing InformationMarketing ResearchAnalyzing and Using Marketing InformationOther Marketing Information ConsiderationsMarketing Informa

2、tion and Customer InsightsFresh understandings of customers from customer insightsThat e the basis for creating customer value and relationshipsMarketing Information SystemAssessing Marketing Information NeedsDiscussion QuestionAs a marketer for a new lawnmower, what questions would you ask your cus

3、tomers?Developing Marketing InformationThe systematic design, collection, analysis, and reporting of datarelevant to a specific marketing situation facingan organizationMarketing ResearchDiscussion QuestionIf market research is so important, why do many companies NOT conduct research?The Marketing R

4、esearch ProcessDefining the Problem and Research ObjectivesDeveloping the Research PlanMarketers QuestionsWhat information do we need?How will we get it?Types of DataGathering Secondary DataPrimary DataResearch ApproachesDiscussion QuestionHow would a marketer of a new Action Figure for Boys use obs

5、ervational, survey, and experimental research?Primary DataContact MethodsPrimary DataPrimary ResearchSampling PlanResearch InstrumentsImplementing the Research PlanInterpreting and Reporting FindingsThe research should present IMPORTANT findings that are related to decision making.Customer Relationship Management (CRM) involves managing customer “touch points” in order to maximize customer loyaltyAnalyzing and Using Marketing InformationAnalyzing and Using Marketing Information