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    Managing Marketing Information

    Uploaded by

    JunaidKhan
    This document discusses marketing information and research. It covers topics like customer insights, developing internal and external marketing information, and the systematic process of marketing research. Marketing research involves defining problems and objectives, developing a research plan, collecting and analyzing data, and reporting findings. The document also discusses types of data, research approaches, sampling methods, and instruments. It provides an overview of customer relationship management and frameworks for setting marketing objectives and strategies.

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    Managing Marketing Information

    Uploaded by

    JunaidKhan
    39 views18 pages
    This document discusses marketing information and research. It covers topics like customer insights, developing internal and external marketing information, and the systematic process of marketing research. Marketing research involves defining problems and objectives, developing a research plan, collecting and analyzing data, and reporting findings. The document also discusses types of data, research approaches, sampling methods, and instruments. It provides an overview of customer relationship management and frameworks for setting marketing objectives and strategies.

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    4

    Original Title

    Lec 4

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    This document discusses marketing information and research. It covers topics like customer insights, developing internal and external marketing information, and the systematic process of marketing research. Marketing research involves defining problems and objectives, developing a research plan, collecting and analyzing data, and reporting findings. The document also discusses types of data, research approaches, sampling methods, and instruments. It provides an overview of customer relationship management and frameworks for setting marketing objectives and strategies.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    39 views18 pages

    Managing Marketing Information

    Uploaded by

    JunaidKhan
    This document discusses marketing information and research. It covers topics like customer insights, developing internal and external marketing information, and the systematic process of marketing research. Marketing research involves defining problems and objectives, developing a research plan, collecting and analyzing data, and reporting findings. The document also discusses types of data, research approaches, sampling methods, and instruments. It provides an overview of customer relationship management and frameworks for setting marketing objectives and strategies.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 18

    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

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