市场营销学英文版版教学课件第4章.pptx

1、Marketing:An Introduction Thirteenth Edition Chapter 4 Managing Marketing Information to Gain Customer InsightsLearning Objectives(1 of 4)4-1.Explain the importance of information in gaining insights about the marketplace and customers.4-2.Define the marketing information system and discuss its part

2、s.4-3.Outline the steps in the marketing research process.Learning Objectives(2 of 4)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.First Stop:The LEGO Group Digging Out Fresh Cu

3、stomer InsightsThe LEGO Groups marketing research helped the brand to recast its classic,colorful bricks into modern,tech-rich play experiences.Learning Objective 4-1 Explain the importance of information in gaining insights about the marketplace and customers.Marketing Information Customer needs an

4、d motives for buying are difficult to determine.Required by companies to obtain customer and market insights Generated in great quantities with the help of information technology and online sourcesTodays“Big Data”Big data refers to the huge and complex data sets generated by todays sophisticated inf

5、ormation generation,collection,storage,and analysis technologies.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 Customer insights teams collect customer and market in

6、formation 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.Marketing Information System(MIS)Consists of people and procedures to Assess information needs Develop the needed in

7、formation Help decision makers use the information to generate and validate actionable customer and market insightsLearning Objective 4-1 Summary Marketing process starts with a complete understanding of the marketplace and consumer needs and wants Turn consumer information into customer insights Ma

8、rketing Information System Big DataLearning Objective 4-2 Define the marketing information system and discuss its parts.Figure 4.1-The Marketing Information SystemAssessing Marketing Information Needs A good MIS balances the information users would like to have against What they really need What is

9、feasible to offer Obtaining,analyzing,storing,and delivering information is costly.Firms must decide whether the value of the insight is worth the cost.Developing Marketing Information Information needed can be obtained from Internal databases Competitive marketing intelligence Marketing researchInt

10、ernal Databases(1 of 2)Macys customer database provides insights to personalize its customers shopping experiences.Internal Databases(2 of 2)Internal databases are collections of consumer and market information obtained from data sources within the company network.Competitive Marketing Intelligence(

11、1 of 2)Systematic monitoring,collection,and analysis of information About consumers,competitors,and developments in the marketing environmentTechniques Observing consumers firsthand Quizzing the companys own employees Benchmarking competitors products Conducting online research Monitoring social med

12、ia buzzCompetitive 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 Helps firms to protect their own information Raises ethical issuesLearning

13、 Objective 4-2 Summary Marketing information system(MIS)Assess information needs Develop information Internal databases,marketing intelligence,and market research Analyze and use the informationLearning Objective 4-3 Outline the steps in the marketing research process.Marketing Research Systematic d

14、esign,collection,analysis,and reporting of data relevant to a specific marketing situation facing an organization Approaches followed by firms:Use own research departments Hire outside research specialists Purchase data collected by outside firmsFigure 4.2-The Marketing Research ProcessDefining the

15、Problem and Research ObjectivesExploratory research Used to gather preliminary information Helps to define problems and suggest hypothesesDescriptive research Used to better describe the market potential for a product or the demographics and attitudes of consumersCausal research Used to test hypothe

16、ses about cause-and-effect relationshipsResearch 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 dataResearch Plan(2 of 2)Should be presented in a written proposal Topics covered

17、in a research plan:Problems and research objectives Information to be obtained How results will help decision making Estimated research costs Type of data requiredSecondary Data(1 of 2)Information that already exists Collected for another purpose Sources:Companys internal database Purchased from out

18、side suppliers Commercial online databases Internet search enginesSecondary Data(2 of 2)Advantages Low cost Obtained quickly Cannot collect otherwise Disadvantages Potentially Irrelevant Inaccurate Dated BiasedTable 4.1-Planning Primary Data CollectionResearchApproachesContactMethodsSamplingPlanRese

19、archInstrumentsObservationMailSampling unitQuestionnaireSurveyTelephoneSample sizeMechanical instrumentsExperimentPersonalSampling procedureBlankBlankOnlineBlankBlankResearch ApproachesObservational researchGathering primary data by observing relevant people,actions,and situationsEthnographic resear

20、ch:Sending trained observers to watch and interact with consumers in their natural environmentsSurvey researchAsking people questions about their knowledge,attitudes,preferences,and buying behaviorExperimental researchSelecting matched groups of subjects,giving them different treatments,controlling

21、related factors,and checking for differences in group responsesPrimary DataLandor researchers visit families,peeking into their refrigerators and diving deeply into their food shopping behaviors and opinions.Mail,Telephone,and Personal Interviewing Mail questionnaires are used to collect large amoun

22、ts of information at a low cost per respondent.Telephone interviewing gathers information quickly,while providing flexibility.Personal interviewing methods include Individual interviewing Group interviewingTable 4.2-Strengths and Weaknesses of Contact MethodsBlankMailTelephonePersonalOnlineFlexibili

23、tyPoorGoodExcellentGoodQuantity of data thatcan be collectedGoodFairExcellentGoodControl of interviewereffectsExcellentFairPoorFairControl of sampleFairExcellentGoodExcellentSpeed of data collectionPoorExcellentGoodExcellentResponse ratePoorPoorGoodblankCostGoodFairPoorExcellentSource:Based on Donal

24、d S.Tull and Del I.Hawkins,Marketing Research:Measurement and Method,7th ed.(New York:Macmillan Publishing Company,1993).Adapted with permission of the authors.Online Marketing Research Data is collected through Internet surveys Online focus groups Web-based experiments Tracking consumers online beh

25、aviorOnline Behavioral and Social Tracking and TargetingOnline listening Provides valuable insights into what consumers are saying or feeling about a brandBehavioral targeting Uses online consumer tracking data to target advertisements and marketing offers to specific consumersSocial targeting Mines

26、 individual online social connections and conversations from social networking sitesSampling Plan A sample is a segment of the population selected to represent the population as a whole.Decisions required for sampling design:Sampling unit-People to be studied Sample size-Number of people to be studi

27、ed Sampling procedure-Method of choosing the people to be studiedTypes of Samples Probability samples:Simple random sample Stratified random sample Cluster(area)sample Nonprobability samples:Convenience sample Judgment sample Quota sampleResearch Instruments(1 of 2)Questionnaires can be administered

28、 in person,by phone,by e-mail,or online.Closed-ended questions Open-ended questions Mechanical instruments include People meters Checkout scanners NeuromarketingResearch Instruments(2 of 2)Supermarket“smart shelves”track shopper demographics and purchases.Implementing the Research PlanData collectio

29、n Researchers should guard against various problems.Techniques and technologies Data quality TimelinessProcessing the data Check for accuracy Code for analysisAnalyzing the data Tabulate results Compute statistical measuresInterpreting and Reporting Findings Responsibilities of the market researcher

30、:Interpret the findings Draw conclusions Report findings to management Responsibilities of managers and researchers:Work together closely when interpreting research results Share responsibility for the research process and resulting decisionsLearning Objective 4-3 Summary Marketing research processD

31、efine problem Set objectivesDevelop and implement a research planInterpret and report findings Secondary data internal and external Primary data collectionObservationalSurveyExperimentalLearning Objective 4-4 Explain how companies analyze and use marketing information.Customer Relationship Managemen

32、t(CRM)(1 of 2)Managing detailed information about individual customers Carefully managing customer touch points to maximize customer loyalty Consists of software and analysis tools that Integrate customer information from all sources Analyze data in depth Apply the resultsBig Data and Marketing Anal

33、ytics Marketing analytics consists of the analysis tools,technologies,and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance.Customer Relationship Management(CRM)(2 of 2)Kraft collects data from customers,then applies high-l

34、evel marketing analytics.Distributing and Using Marketing Information MIS must make information readily available for decision making.Routine information for decision making Non-routine information for special situations Intranets and extranets facilitate the information-sharing process.Learning Obj

35、ective 4-4 Summary Customer relationship management Integrate,analyze,and apply individual customer data to build stronger relationships Marketing analytics Analysis,tools,technologies,and processes to gain customer insightsLearning Objective 4-5(1 of 2)Discuss the special issues some marketing rese

36、archers face,including public policy and ethics issues.Marketing Research in Small Businesses and Nonprofit OrganizationsObtaining good marketing insights Secondary data collection Observation Surveys ExperimentsResponsibility of managers Think carefully about the research objectives Formulate quest

37、ions in advance Recognize the biases introduced by smaller samples and less skilled researchers Conduct the research systematicallyInternational Marketing Research The problems faced include Dealing with diverse markets Finding good secondary data in foreign markets Developing good samples Reaching

38、respondents Handling differences in culture,language,and attitudes toward marketing research The cost of research is high,but the cost of not doing it is higher.Intrusions on Consumer Privacy(1 of 2)Failure to address privacy issues results in Angry,less cooperative consumers Increased government in

39、tervention Best approaches for researchers:Asking only for the information needed Using the information responsibly to provide customer value Avoiding sharing the information without the customers permissionIntrusions on Consumer Privacy(2 of 2)Target made some customers uneasy by using their buying

40、 histories to figure out“private”things about them.Misuse of Research Findings Few advertisers rig their research designs or deliberately misrepresent the findings.Solutions:Development of codes of research ethics and standards of conduct Companies must accept responsibility to protect consumers bes

41、t interests and their own.Learning Objective 4-5(2 of 2)Marketing research for small businesses and not-for-profits International marketing research Intrusions on consumer privacy Misuse of research findingsLearning Objectives(3 of 4)4-1.Explain the importance of information in gaining insights abou

42、t the marketplace and customers.4-2.Define the marketing information system and discuss its parts.4-3.Outline the steps in the marketing research process.Learning Objectives(4 of 4)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.