Chapter 4

Managing Marketing
Information

 Customer Insights
In depth understanding of the customer and
markets

Marketing Information system

Procedures needed for assessing mkt
information, developing the info and making
decisions

Assessing Marketing information needs

2- 2

Developing Marketing
Information
Internal database
Information about markets and
consumers from within the
company
Marketing Intelligence
Analysis of publicly available
information
2- 3

Marketing research
The systematic design, collection, analysis and
reporting of data relevant to a specific marketing
situation.
Defining the
problem and
research
objective

Develop
research
plan

Plan
implementation,
Data collection,
analysis

Interpreting
and
reporting

2- 4

Defining the problem and

research objectives
Exploratory research
Gathering preliminary information to
define problem and suggest
hypotheses

Descriptive research
In depth description of the problem

Casual research
Testing of hypotheses
2- 5

Developing the research plan

Outlines the sources of data
Research approaches
Instruments or methods that will
be used
Sampling methods

2- 6

Types of data
Primary data
Collected fresh at hand for a specific
purpose

Secondary data
Already existing data

Online data
Available data on online sources
2- 7

Research Approaches and

Contact Methods
Observation
Ethnographic -

systematic study of people and cultures

Survey
Experimental
Telephone, Mail, Interviews
Focus groups interviews
Online Marketing research
2- 8

Sampling and Sampling

Methods

Probability sampling

Simple random sample

Stratified random sample
Cluster sample

Non probability sampling

Convenience sample
Judgment sample
Quota sample

2- 9

Research Instruments
Questionnaires
Mechanical Instruments

2- 10

Implementing the Research,

Interpreting and Reporting
the findings

2- 11

Customer Relationship
Management
Managing detailed information
about individual customers and
carefully maintaining customer
touch points in order to
maximize customer loyalty.

2- 12

MOST framework
Mission
Objective
Strategy
Tactics

SMART Criteria
Specific
Measureable
Achievable
Relevant
Time bound

Requirements for market segments

and Selecting target market segments

Measureable
Accessible
Substantial
Differentiable
Actionable
Undifferentiated marketing
Differentiated marketing
Concentrated marketing
Micromarketing

Which differences to
promote
Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable

Use of Product Life

Cycle (PLC)
Product termination
Growth projections
Marketing objectives and
strategies to be used at
different stages
Product Planning

Limitations/ critics
Fads or classics
Marketing effects
Unpredictability
Misleading objectives