This document discusses marketing information systems and customer insights. It covers assessing information needs, developing needed information through internal databases, marketing intelligence, and marketing research. Marketing research involves defining problems, developing research plans with sampling methods and instruments, implementing plans by collecting primary or secondary data, and analyzing and reporting findings. The goal is to distribute useful insights to help companies better understand customers and make strategic decisions.

1. Marketing Stephan Langdon, MBA, M.Ed.

2. Week 4

3. The Company’s Macroenvironment Cultural Environment Shifts in Secondary Cultural Values People’s view of nature Some feel ruled by it Some feel in harmony with it Some seek to master it People’s view of the universe Renewed interest in spirituality

4. A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________. cost non-profit organizations others nature

5. A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________. cost non-profit organizations others nature

6. Which of the following are included in the major forces affecting a company’s macroenvironment? Marketing mix, positioning, price cultural, political/legal, economic Marketing concept, goal setting, cultural Baby boomers, minimum wage rates, product/service

7. Which of the following are included in the major forces affecting a company’s macroenvironment? Marketing mix, positioning, price Cultural, political/legal, economic Marketing concept, goal setting, cultural Baby boomers, minimum wage rates, product/service

8. Responding to the Marketing Environment Views on Responding

9. A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach. proactive reactive ingenuous peaceful

10. A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach. proactive reactive ingenuous peaceful

11. A company’s macroenvironment consists of all of the following except ________. demographic forces economic forces competitive forces technological forces

12. A company’s macroenvironment consists of all of the following except ________. demographic forces economic forces competitive forces technological forces

13. 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 Not derived from more information but better information and more effective use of existing information Customer Insights are:

14. Marketing Information and Customer Insights Companies are forming customer insights teams Include all company functional areas Use insights to create more value for their customers Customer controlled could be a problem Customer Insights

15. 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

16. Marketing Information System

17. In a marketing information system, the first step is ________. distributing data to managers forming focus groups determining the marketing mix assessing information needs

18. In a marketing information system, the first step is ________. distributing data to managers forming focus groups determining the marketing mix assessing information needs

19. A marketing information system begins and ends with information from ________. customers databases administrators users

20. A marketing information system begins and ends with information from ________. customers databases administrators users

21. 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

22. 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

23. Developing Marketing Information Marketers obtain information from

24. Developing Marketing Information Internal databases are electronic collections of consumer and market information obtained from data sources within the company network Internal Data

25. Marketing managers can access and work with information in the _______ database to identify opportunities and threats and to evaluate performance. internal external cost profit

26. Marketing managers can access and work with information in the _______ database to identify opportunities and threats and to evaluate performance. internal external cost profit

27. Which of the following is a problem with using internal databases? The information was collected for another reason. The information is in the wrong format. The information may be incomplete. All of the above

28. Which of the following is a problem with using internal databases? The information was collected for another reason. The information is in the wrong format. The information may be incomplete. All of the above

29. Developing Marketing Information Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace Marketing Intelligence

30. Developing Marketing Information Marketing Research Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization

31. The systematic collection and analysis of publicly available information about your competitors is referred to as ________. marketing concept marketing strategy marketing intelligence focus groups

32. The systematic collection and analysis of publicly available information about your competitors is referred to as ________. marketing concept marketing strategy marketing intelligence focus groups

33. Developing Marketing Information Steps in the Marketing Research Process

34. The marketing research process includes four steps. The final step of this process is ________. defining your problem developing a plan to collect data collecting and analyzing data interpreting and reporting your findings

35. The marketing research process includes four steps. The final step of this process is ________. defining your problem developing a plan to collect data collecting and analyzing data interpreting and reporting your findings

36. What is often the hardest step in the marketing research process? Defining the problem Developing the research plan Implementing the research plan Reporting the findings

37. What is often the hardest step in the marketing research process? Defining the problem Developing the research plan Implementing the research plan Reporting the findings

38. Developing Marketing Information Marketing Research Defining the Problem and Research Objectives

39. ________ research is marketing research to test hypotheses about cause-and-effect relationships. Causal Exploratory Descriptive Written

40. ________ research is marketing research to test hypotheses about cause-and-effect relationships. Causal Exploratory Descriptive Written

41. The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons. causal research competitive research descriptive research exploratory research

42. The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons. causal research competitive research descriptive research exploratory research

43. Developing Marketing Information Outlines sources of existing data Spells out the specific research approaches, contact methods, sampling plans, and instruments to gather data Marketing Research Developing the Research Plan

44. Developing Marketing Information Marketing Research Written Research Plan Includes:

45. Developing Marketing Information Secondary data consists of information that already exists somewhere, having been collected for another purpose Primary data consists of information gathered for the special research plan Marketing Research Developing the Research Plan

46. ________ consist(s) of information that already exists, having been collected prior to the research plan. Primary data Secondary data Exploratory data Focus groups

47. ________ consist(s) of information that already exists, having been collected prior to the research plan. Primary data Secondary data Exploratory data Focus groups

48. Research approaches, contact methods, sampling plans, and research instruments are decisions that need to be made in the ______ data collection process. secondary primary external internal

49. Research approaches, contact methods, sampling plans, and research instruments are decisions that need to be made in the ______ data collection process. secondary primary external internal

50. Developing Marketing Information

51. Developing Marketing Information Marketing Research

52. Developing Marketing Information Observational research involves gathering primary data by observing relevant people, actions, and situations Ethnographic research involves sending trained observers to watch and interact with consumers in their natural environment Market Research Research Approaches

53. Developing Marketing Information Survey research is the most widely used method and is best for descriptive information—knowledge, attitudes, preferences, and buying behavior Flexible People can be unable or unwilling to answer Gives misleading or pleasing answers Privacy concerns Market Research Research Approaches

54. Developing Marketing Information Experimental research is best for gathering causal information—cause-and-effect relationships Market Research Research Approaches

55. Experiments involving matched groups of subjects—giving them different treatments, controlling unrelated factors, and checking for different responses—is a type of __________. causal information descriptive information secondary data ethnographic research

56. Experiments involving matched groups of subjects—giving them different treatments, controlling unrelated factors, and checking for different responses—is a type of __________. causal information descriptive information secondary data ethnographic research

57. The three types of research approaches a marketer may use are ________, ________, and ________. surveys; observations; historic reviews observations; surveys; databases observations; experiments; surveys experiments; databases; surveys

58. The three types of research approaches a marketer may use are ________, ________, and ________. surveys; observations; historic reviews observations; surveys; databases observations; experiments; surveys experiments; databases; surveys

59. Developing Marketing Information Marketing Research Strengths and Weakness of Contact Methods

60. Developing Marketing Information Marketing Research Contact Methods Focus Groups Six to 10 people with a trained moderator Challenges Expensive Difficult to generalize from small group Consumers not always open and honest

61. Developing Marketing Information Marketing Research Contact Methods

62. Developing Marketing Information Marketing Research Online Research

63. Developing Marketing Information Sample is a segment of the population selected for marketing research to represent the population as a whole Who is to be surveyed? How many people should be surveyed? How should the people be chosen? Marketing Research Sampling Plan

64. Which of the following is not one of the decisions a marketer must make when designing a sample? Who should be sampled How many people should be sampled How the people in the sample should be chosen What type of research method should be utilized

65. Which of the following is not one of the decisions a marketer must make when designing a sample? Who should be sampled How many people should be sampled How the people in the sample should be chosen What type of research method should be utilized

66. Developing Marketing Information Marketing Research Sampling Plan – Types of Samples

67. Developing Marketing Information Marketing Research Research Instruments

68. Developing Marketing Information Marketing Research Research Instruments—Questionnaires Closed-end questions include all possible answers, and subjects make choices among them Provide answers that are easier to interpret and tabulate Open-end questions allow respondents to answer in their own words Useful in exploratory research

69. If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use ________. personal interviews mail questionnaires focus groups approach interviews

70. If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use ________. personal interviews mail questionnaires focus groups approach interviews

71. If a marketer wanted to collect information quickly and allow for flexible answers, he should use ________. telephone interviews mail questionnaires focus groups approach interviews

72. If a marketer wanted to collect information quickly and allow for flexible answers, he should use ________. telephone interviews mail questionnaires focus groups approach interviews

73. Interviewer bias is often greater with ________. telephone interviews mail questionnaires focus groups online surveys

74. Interviewer bias is often greater with ________. telephone interviews mail questionnaires focus groups online surveys

75. If an interviewer wanted to reach the teen market, a fast and low-cost method would be to use ________. telephone interviews mail questionnaires focus groups online surveys

76. If an interviewer wanted to reach the teen market, a fast and low-cost method would be to use ________. telephone interviews mail questionnaires focus groups online surveys

77. Developing Marketing Information Marketing Research Research Instruments

78. Developing Marketing Information Marketing Research Implementing the Research Plan

79. Analyzing Marketing Information CRM consists of sophisticated software and analytical tools that integrate customer information from all sources, analyze it in depth, and apply the results to build stronger customer relationships Customer Relationship Management (CRM)

80. Analyzing Marketing Information Customer Relationship Management Touchpoints

81. Distributing and Using Marketing Information Information distribution involves entering information into databases and making it available in a time-useable manner Intranet provides information to employees and other stakeholders Extranet provides information to key customers and suppliers

82. Other Marketing Information Considerations

83. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall