市场营销学英文版版教学课件第4章

1、Marketing: An IntroductionThirteenth EditionChapter 4Managing Marketing Information to Gain Customer InsightsMarketing: An IntroductionThirLearning Objectives (1 of 4)4-1. Explain the importance of information in gaining insights about the marketplace and customers.4-2. Define the marketing informat

2、ion system and discuss its parts.4-3. Outline the steps in the marketing research process.Learning Objectives (1 of 4)4-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 polic

3、y and ethics issues.Learning Objectives (2 of 4)4-First Stop: The LEGO Group Digging Out Fresh Customer InsightsThe LEGO Groups marketing research helped the brand to recast its classic, colorful bricks into modern, tech-rich play experiences.First Stop: The LEGO Group DigLearning Objective 4-1Expla

4、in the importance of information in gaining insights about the marketplace and customers.Learning Objective 4-1Explain Marketing InformationCustomer needs and motives for buying are difficult to determine.Required by companies to obtain customer and market insightsGenerated in great quantities with

5、the help of information technology and online sourcesMarketing InformationCustomer Todays “Big Data”Big data refers to the huge and complex data sets generated by todays sophisticated information generation, collection, storage, and analysis technologies.Todays “Big Data”Big data refCustomer Insight

6、s (1 of 2)Fresh marketing information-based understandings of customers and the marketplaceBecome the basis for creating customer value, engagement, and relationshipsCustomer insights teams collect customer and market information from a wide variety of sources.Customer Insights (1 of 2)FresCustomer

7、Insights (2 of 2)Key customer insights have helped make social scrapbooking site, Pinterest, wildly successful with its 70 million users.Customer Insights (2 of 2)Key Marketing Information System (MIS)Consists of people and procedures toAssess information needs Develop the needed informationHelp dec

8、ision makers use the information to generate and validate actionable customer and market insightsMarketing Information System (Learning Objective 4-1 SummaryMarketing process starts with a complete understanding of the marketplace and consumer needs and wantsTurn consumer information into customer i

9、nsights Marketing Information SystemBig DataLearning Objective 4-1 SummaryLearning Objective 4-2Define the marketing information system and discuss its parts.Learning Objective 4-2Define tFigure 4.1 - The Marketing Information SystemFigure 4.1 - The Marketing InfAssessing Marketing Information Needs

10、A good MIS balances the information users would like to have againstWhat they really needWhat is feasible to offerObtaining, analyzing, storing, and delivering information is costly.Firms must decide whether the value of the insight is worth the cost.Assessing Marketing InformatioDeveloping Marketin

11、g InformationInformation needed can be obtained fromInternal databasesCompetitive marketing intelligenceMarketing researchDeveloping Marketing InformatiInternal Databases (1 of 2)Macys customer database provides insights to personalize its customers shopping experiences.Internal Databases (1 of 2)Ma

12、cInternal Databases (2 of 2)Internal databases are collections of consumer and market information obtained from data sources within the company network.Internal Databases (2 of 2)IntCompetitive Marketing Intelligence (1 of 2)Systematic monitoring, collection, and analysis of informationAbout consume

13、rs, competitors, and developments in the marketing environmentTechniquesObserving consumers firsthandQuizzing the companys own employeesBenchmarking competitors productsConducting online researchMonitoring social media buzzCompetitive Marketing IntelligCompetitive Marketing Intelligence (2 of 2)Offe

14、rs insights about consumer opinions and their association with the brandProvides early warnings of competitor strategies and potential competitive strengths and weaknessesHelps firms to protect their own informationRaises ethical issuesCompetitive Marketing IntelligLearning Objective 4-2 SummaryMark

15、eting information system (MIS)Assess information needsDevelop informationInternal databases, marketing intelligence, and market researchAnalyze and use the informationLearning Objective 4-2 SummaryLearning Objective 4-3Outline the steps in the marketing research process.Learning Objective 4-3Outline

16、 Marketing ResearchSystematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organizationApproaches followed by firms:Use own research departmentsHire outside research specialistsPurchase data collected by outside firmsMarketing ResearchSyste

17、matic dFigure 4.2 - The Marketing Research ProcessFigure 4.2 - The Marketing ResDefining the Problem and Research ObjectivesExploratory researchUsed to gather preliminary information Helps to define problems and suggest hypothesesDescriptive researchUsed to better describe the market potential for a

18、 product or the demographics and attitudes of consumersCausal researchUsed to test hypotheses about cause-and-effect relationshipsDefining the Problem and ReseaResearch Plan (1 of 2)Outlines sources of existing data Spells outSpecific research approachesContact methodsSampling plansInstruments that

19、researchers will use to gather new dataResearch Plan (1 of 2)OutlinesResearch Plan (2 of 2)Should be presented in a written proposalTopics covered in a research plan:Problems and research objectivesInformation to be obtainedHow results will help decision makingEstimated research costsType of data re

20、quiredResearch Plan (2 of 2)Should bSecondary Data (1 of 2)Information that already existsCollected for another purposeSources:Companys internal databasePurchased from outside suppliersCommercial online databasesInternet search enginesSecondary Data (1 of 2)InformaSecondary Data (2 of 2)AdvantagesLo

21、w costObtained quicklyCannot collect otherwiseDisadvantagesPotentially IrrelevantInaccurateDatedBiasedSecondary Data (2 of 2)AdvantaTable 4.1 - Planning Primary Data CollectionResearchApproachesContactMethodsSamplingPlanResearchInstrumentsObservationMailSampling unitQuestionnaireSurveyTelephoneSampl

22、e sizeMechanical instrumentsExperimentPersonalSampling procedureBlankBlankOnlineBlankBlankTable 4.1 - Planning Primary DResearch ApproachesObservational researchGathering primary data by observing relevant people, actions, and situationsEthnographic research: Sending trained observers to watch and i

23、nteract 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 related factors, and checking for diff

24、erences in group responsesResearch ApproachesObservationPrimary DataLandor researchers visit families, peeking into their refrigerators and diving deeply into their food shopping behaviors and opinions.Primary DataLandor researchersMail, Telephone, and Personal InterviewingMail questionnaires are us

25、ed to collect large amounts of information at a low cost per respondent.Telephone interviewing gathers information quickly, while providing flexibility.Personal interviewing methods includeIndividual interviewingGroup interviewingMail, Telephone, and Personal Table 4.2 - Strengths and Weaknesses of

26、Contact MethodsBlankMailTelephonePersonalOnlineFlexibilityPoorGoodExcellentGoodQuantity of data thatcan be collectedGoodFairExcellentGoodControl of interviewereffectsExcellentFairPoorFairControl of sampleFairExcellentGoodExcellentSpeed of data collectionPoorExcellentGoodExcellentResponse ratePoorPoo

27、rGoodblankCostGoodFairPoorExcellentSource: Based on Donald 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.Table 4.2 - Strengths and WeakOnline Marketing ResearchData is collected th

28、roughInternet surveysOnline focus groupsWeb-based experimentsTracking consumers online behaviorOnline Marketing ResearchData Online Behavioral and Social Tracking and TargetingOnline listening Provides valuable insights into what consumers are saying or feeling about a brandBehavioral targetingUses

29、online consumer tracking data to target advertisements and marketing offers to specific consumersSocial targeting Mines individual online social connections and conversations from social networking sitesOnline Behavioral and Social TSampling PlanA sample is a segment of the population selected to re

30、present the population as a whole.Decisions required for sampling design:Sampling unit - People to be studiedSample size - Number of people to be studiedSampling procedure - Method of choosing the people to be studiedSampling PlanA sample is a segTypes of SamplesProbability samples:Simple random sam

31、pleStratified random sampleCluster (area) sampleNonprobability samples:Convenience sampleJudgment sampleQuota sampleTypes of SamplesProbability saResearch Instruments (1 of 2)Questionnaires can be administered in person, by phone, by e-mail, or online.Closed-ended questionsOpen-ended questionsMechan

32、ical instruments includePeople metersCheckout scannersNeuromarketingResearch Instruments (1 of 2)QResearch Instruments (2 of 2)Supermarket “smart shelves” track shopper demographics and purchases.Research Instruments (2 of 2)SImplementing the Research PlanData collectionResearchers should guard agai

33、nst various problems.Techniques and technologiesData qualityTimelinessProcessing the dataCheck for accuracyCode for analysisAnalyzing the dataTabulate resultsCompute statistical measuresImplementing the Research PlanInterpreting and Reporting FindingsResponsibilities of the market researcher:Interpr

34、et the findingsDraw conclusionsReport findings to managementResponsibilities of managers and researchers:Work together closely when interpreting research resultsShare responsibility for the research process and resulting decisionsInterpreting and Reporting FinLearning Objective 4-3 SummaryMarketing

35、research processDefine problem Set objectivesDevelop and implement a research planInterpret and report findingsSecondary data internal and externalPrimary data collectionObservationalSurveyExperimentalLearning Objective 4-3 SummaryLearning Objective 4-4Explain how companies analyze and use marketing

36、 information.Learning Objective 4-4Explain Customer Relationship Management (CRM) (1 of 2)Managing detailed information about individual customers Carefully managing customer touch points to maximize customer loyaltyConsists of software and analysis tools thatIntegrate customer information from all

37、sourcesAnalyze data in depthApply the resultsCustomer Relationship ManagemeBig Data and Marketing AnalyticsMarketing 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 performa

38、nce.Big Data and Marketing AnalytiCustomer Relationship Management (CRM) (2 of 2)Kraft collects data from customers, then applies high-level marketing analytics.Customer Relationship ManagemeDistributing and Using Marketing InformationMIS must make information readily available for decision making.R

39、outine information for decision makingNon-routine information for special situationsIntranets and extranets facilitate the information-sharing process.Distributing and Using MarketiLearning Objective 4-4 SummaryCustomer relationship managementIntegrate, analyze, and apply individual customer data to

40、 build stronger relationshipsMarketing analyticsAnalysis, tools, technologies, and processes to gain customer insightsLearning Objective 4-4 SummaryLearning Objective 4-5 (1 of 2)Discuss the special issues some marketing researchers face, including public policy and ethics issues.Learning Objective

41、4-5 (1 of 2Marketing Research in Small Businesses and Nonprofit OrganizationsObtaining good marketing insightsSecondary data collectionObservationSurveysExperimentsResponsibility of managersThink carefully about the research objectives Formulate questions in advanceRecognize the biases introduced by

42、 smaller samples and less skilled researchersConduct the research systematicallyMarketing Research in Small BuInternational Marketing ResearchThe problems faced includeDealing with diverse marketsFinding good secondary data in foreign marketsDeveloping good samples Reaching respondents Handling diff

43、erences in culture, language, and attitudes toward marketing researchThe cost of research is high, but the cost of not doing it is higher.International Marketing ResearIntrusions on Consumer Privacy (1 of 2)Failure to address privacy issues results inAngry, less cooperative consumers Increased government in