In this chapter, the following content will be discussed: Marketing information and customer insights, assessing marketing information needs, developing marketing information, marketing research, analyzing and using marketing information, other marketing information considerations. | LECTURE 6 Managing Marketing Information to Gain Customer Insights Part-1 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline Marketing Information and Customer Insights Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing Information Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Marketing Information and Customer Insights Customer Insights are 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 Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Marketing Information and Customer Insights 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 Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Marketing Information and Customer Insights Marketing Information Systems MIS 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 Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Marketing Information System Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall 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 Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall Assessing Marketing Information Needs Characteristics of a Good MIS Balancing what the information users would like to have against what they need and what is feasible to offer Copyright 2012 Pearson Education Inc. 1- 8 Publishing as .
