kotler pom 15e inppt 04

8/17/2019 Kotler Pom 15e Inppt 04

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Chapter 4- slide 1Copyright © 2012 Pearson Education, Inc.Publishing as Prentice Hall

Chapter Four

Managing MarketingInformation to Gain CustomerInsights

Copyright ©2014 by Pearson Education, Inc. All rights reser ed


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earning !b"ecti#es

• Marketing Information andCustomer Insights

•

Assessing Marketing InformationNeeds• Developing Marketing Information• Marketing Research• Analyzing and Using Marketing

Information• Other Marketing Information

Considerations

opic Outline



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$ar%eting In&or'ation andCusto'er Insights

• To create value and build meaningfulrelationships with them, marketers

must rst gain fresh and deep insightsinto customers needs and wants• Di cult to obtain

–

ot obvious – Customer!s unsure of their behavior

• "etter information and more e#ective

use of e$isting information

Customer Insights are!



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• The real value of marketing researchand marketing information lies in howit is used % in the C&'T(M)* I 'IG+T'that it provides

• C&'T(M)* I 'IG+T' are fresh

understanding of customers and themarketplace derived from marketinginformation that become the basis for

creating customer value and

Customer Insights



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• Companies are forming customerinsights teams

• )g Coca-Cola marketing researchgroup is headed b. a vice president

of marketing strateg. and insights – Include all compan. functional areas – Collect information from a wide variet. of

sources – &se insights to create more value for their

Customer Insights



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Marketing information

system "MI#$ consists ofpeople and procedures for/ – 0ssessing the information needs – Developing needed information – +elping decision makers use the

information for customer

Marketing Information #ystems "MI#$



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$ar%eting In&or'ation (yste'



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)ssessing $ar%eting In&or'ation*eeds

MI# provides information to thecompan.!s marketing and othermanagers and e$ternal partnerssuch as suppliers, resellers, andmarketing service agencies



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)ssessing $ar%etingIn&or'ation *eeds

• "alancing what the informationusers would like to have againstwhat the. need and what isfeasible to o#er

Characteristics of a %ood MI#

!ser"s#eeds

$I%&''erings



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)naly+ing $ar%etingIn&or'ation *eeds

• The cost of obtaining ,anal.1ing ,storing and delivering informationcan 2uickl. mount The compan.must decide whether the value ofinsights gained from additional

information is worth the costs ofproviding it, and both value andcost are hard to assess

Characteristics of good MI#


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e#eloping $ar%eting In&or'ation

Internal data$ar(eting intelligence

$ar(eting research

Marketers o&tain information from



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Internal data&ases are electronic

collections of consumer andmarket information obtained fromdata sources within the compan.network

Internal Data



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The s.stematic collection andanal.sis

of publicl. available information

about consumers, competitorsand developments in the

marketplace

Competitive MarketingIntelligence



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• Marketing research is the s.stematic design,collection, anal.sis, and

reporting of data relevant toa speci c marketing situation

facing an organi1ation

Marketing Research



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e#eloping $ar%eting In&or'ation#teps in the Marketing Research

'rocess



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e#eloping $ar%eting In&or'ationMarketing ResearchDe(ning the 'ro&lem and Research

O&)ectives

E)ploratory research

*escripti e research

Causal research



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• (utlines sources of

e$isting data• 'pells out the speci c

research approaches,contact methods,sampling plans, andinstruments to gatherdata

Marketing ResearchDeveloping the Research 'lan



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$anage'ent proble'

esearch ob"ecti#es

In&or'ation needed

Ho the results ill help'anage'ent decisions

/udget

Marketing Research*ritten Research 'lan Includes!



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#econdary data consists ofinformation that alread. e$istssomewhere, having been collectedfor another purpose

'rimary data consists ofinformation gathered for thespecial research plan

Marketing ResearchDeveloping the Research 'lan



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e#eloping $ar%eting In&or'ation(econdary ata

Ad antages

Cost

%peed

Could not getdata other+ise

*isad antages

Current

ele ant

Accuracy

I-partial



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Planning Primary DataCollection

esearchapproaches

Contact -ethods

%a-pling plan

esearchinstru-ents

Marketing Research



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O&servational research involvesgathering primar. data b.observing relevant people, actions,and situations

+thnographic research involvessending trained observers to watchand interact with consumers intheir natural environment

- etnograph.-observing consumers

Market ResearchResearch Approaches



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#urvey research is the most widel.used method and is best fordescriptive information3knowledge, attitudes,preferences, and bu.ing behavior

• 4le$ible• 5eople can be unable or unwilling to

answer• Gives misleading or pleasing answers• 5rivac. concerns




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+,perimental research is best forgathering causal information3cause-and-e#ect relationships




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e#eloping $ar%eting In&or'ationMarketing Research #trengths and*eakness of Contact Methods

$ail elephone Personal !nline

Fle)ibility Poor ood E)cellent ood

/uantity o' datacollected

ood Fair E)cellent ood

Control o'inter ie+er e''ects

E)cellent Fair Poor Fair

Control o' sa-ple Fair E)cellent ood E)cellent

%peed o' datacollection

Poor E)cellent ood E)cellent

esponse rate Poor Poor ood ood

Cost ood Fair Poor E)cellent



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Internetsur#eys

!nlinepanels

!nlinee peri'ents

!nline&ocus

groups

Marketing ResearchOnline Contact Methods



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Ad antages

• o+ cost• %peed• igher response rates• ood 'or hard to reach

groups

Marketing ResearchOnline Contact Methods



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#ample is a segment of the populationselected for marketing research torepresent the population as a whole

– 8ho is to be studied9 :sampling unit; – +ow man. people should be studied9

:sample si1e; – +ow should the people be chosen9

:sampling procedure;

Marketing Research#ampling 'lan



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Probability (a'ple

%i-ple rando- sa-ple E ery -e-ber o' the population has a (no+n and e ualchance o' selection

%trati'ied rando-sa-ple 3he population is di ided into -utually e)clusi e groupsand rando- sa-ples are dra+n 'ro- each group

Cluster area5 sa-ple 3he population is di ided into -utually e)clusi e groupsand the researcher dra+s a sa-ple

*onprobability (a'ple

Con enience sa-ple 3he research selects the easiest population -e-bers6udg-ent sa-ple 3he researcher uses their 7udg-ent to select population

-e-bers

/uota sa-ple 3he researcher 'inds and inter ie+s a prescribednu-ber o' people in each o' se eral categories

Marketing Research

#ampling 'lan - ypes of #amples



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Marketing ResearchResearch Instruments

/uestionnaires• $ost co--on• Ad-inistered in person, by phone, or

online• Fle)ible• esearch -ust be care'ul +ith

+ording and ordering o' uestionsCopyright ©2014 by Pearson Education, Inc. All rights reser ed


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• Closed-end 2uestions include allpossible answers, and sub


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• *esearchers should also use care inthe wording and ordering of2uestions

• &se simple ,direct and unbiasedwording

• 0rrange 2uestions in a logical order4irst 2uestion should create interestif possible and di cult or personal2uestions should be asked last so

Marketing ResearchResearch Instruments./uestionnaires



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$echanicalde#ices

People'eters

Chec%outscanners

*euro-'ar%eting

Marketing ResearchResearch Instruments



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Collecting the in&or'ationProcessing the in&or'ation

)naly+ing the in&or'ation

Interpret &indingsra conclusions

eport to 'anage'ent

Marketing ResearchImplementing the Research 'lan



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)naly+ing and sing $ar%etingIn&or'ation

Managing detailed information aboutindividual customers and carefull.managing customer touch points to

ma$imi1e customer lo.alt. Touch points- ever. contact between

customer and compan.

Customer RelationshipManagement "CRM$



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)naly+ing and sing $ar%etingIn&or'ation

Custo'erpurchases

(ales &orcecontacts

(er#ice andsupport

calls

ebsite#isits

(atis&actionsur#eys

Credit andpay'entinteractions

esearchstudies

Customer Relationship Managementouchpoints



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istributing and sing $ar%etingIn&or'ation

Information distri&ution involvesentering information intodatabases and making itavailable in a time-useablemanner

• Intranet provides information toemplo.ees and otherstakeholders

• )$tranet provides information toke. customers and suppliersCopyright ©2014 by Pearson Education, Inc. All rights reser ed


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!ther $ar%eting In&or'ationConsiderations

$ar%eting esearch in ('all /usinessesand *onpro&it !rgani+ations

International $ar%et esearch



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!ther $ar%eting In&or'ationConsiderations

Public Policy and Ethics

• Custo'er pri#acy• $isuse o& research &indings

kotler pom 15e inppt 04

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