Beruflich Dokumente
Kultur Dokumente
Chapter 5
5-3
Consumer Village
Online virtual reality Cave
Watch people clean baths
Understand what it is like to live on $50/month
Social networking sites
5-4
5-5
5-6
5-7
* Scanning processes
* Specific marketing research studies
* Internal and external marketing information
resources
* Relationships with external marketing research
providers
5-8
5-10
Medium
Low
7
6
Effect of the
Event on the
Company
Field of
Dreams
Utopia
5
Things to
Watch
4
3
2
Danger
Future
Risks
1
* 1=Disaster, 2=Very bad, 3=Bad, 4=Neutral, 5=Good, 6=Very good, 7=Ideal
5-11
Synergistic
Information
Distribution
Mutually
Informed
Interpretations
5-12
*
*
*
*
In-company resources
Open source resources
Research agency resources
5-17
* Research surveys
* Internet-based research
5-18
Research
Objectives
Research
Questions
Planned
Outcomes
* Online Surveys
* Fast
* Inexpensive
* Limitations in population coverage
* Resistance to excessive Web
communications
* Customer feedback and peer-to-peer Web
communications
* Monitoring customer Web behavior
5-20
5-21
Database
Analysis
Capabilities
Display
Models
5-22
*
*
*
*
Marketing intelligence
Knowledge management
Role of the chief knowledge officer
Leveraging customer knowledge
5-23
5-24
Neuromarketing
* Magnetic resonance imaging (MRI)
* Pictures response of brain to stimuli
* Probing consumer preferences is
controversial
* Invasive
* Privacy issues
* Information sharing
* Insurance companies
* Employers
* Law enforcement
5-25