This chapter includes contents: Marketing information and customer insights, assessing Marketing information needs, developing marketing information, marketing research, analyzing and using marketing information, other marketing information considerations. | Chapter Four Managing Marketing Information to Gain Customer Insights 1 Learning Objectives Marketing Information and Customer Insights Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing Information Other Marketing Information Considerations Topic Outline 2 Marketing Information and Customer Insights Fresh and deep insights into customers needs and wants Difficult to obtain Not obvious Customer’s unsure of their behavior Better information and more effective use of existing information Customer Insights are: Note to instructor 3 Marketing Information and Customer Insights Companies are forming customer insights teams Include all company functional areas Collect information from a wide variety of sources Use insights to create more value for their customers Customer Insights The real value of marketing research and marketing information lies in how it is used— in the customer insights that it provides. Customer . | Chapter Four Managing Marketing Information to Gain Customer Insights 1 Learning Objectives Marketing Information and Customer Insights Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing Information Other Marketing Information Considerations Topic Outline 2 Marketing Information and Customer Insights Fresh and deep insights into customers needs and wants Difficult to obtain Not obvious Customer’s unsure of their behavior Better information and more effective use of existing information Customer Insights are: Note to instructor 3 Marketing Information and Customer Insights Companies are forming customer insights teams Include all company functional areas Collect information from a wide variety of sources Use insights to create more value for their customers Customer Insights The real value of marketing research and marketing information lies in how it is used— in the customer insights that it provides. Customer insights Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships. 4 Marketing Information and Customer Insights Marketing information system (MIS) consists of people and procedures for: Assessing the information needs Developing needed information Helping decision makers use the information for customer Marketing Information Systems (MIS) 5 Marketing Information System 6 Assessing Marketing Information Needs MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies 7 Assessing Marketing Information Needs Balancing what the information users would like to have against what they need and what is feasible to offer Characteristics of a Good MIS The marketing information system begins and ends with users—assessing their information needs and then delivering information that meets those needs. 8 .
