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Managing Marketing Information to Gain Customer Insights


Summary Week 4
Theodorus Tanusaputra/2201776804

·         Marketing information and Customer Insights
Customer insights: fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.

Sometimes the company cannot provide the needed information, either because it is not available or because of MIS limitations.

·         Developing Marketing Information
1.       Internal Databases
Electronic collections of consumer and market information obtained from data sources within the company network
2.       Competitive marketing intelligence
The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
3.       Marketing research
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization

·         The marketing research process:
1.       Defining the problem and research objectives
Three types of objectives
1.       Exploratory research
To gather preliminary information that will help define problems and suggest hypotheses
2.       Descriptive research
To better describe marketing problems, situations, or markets
3.       Casual research
To test hypotheses about cause-and-effect relationship
2.       Developing the research plan for collecting information
Research objectives must be translated into specific information needs
3.       Implementing the research plan
1.       Data Collection
2.       Data Processing
3.       Data Analysis
4.       Interpreting and reporting the findings
1.       Interpret the findings
2.       Draw conclusions
3.       Report the findings to management





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