Chap04 Marketing Research
Ch 4 -1
Copyright © 2011 Pearson Education
Principles of Marketing,
Arab World Edition
Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed
Tolba
Presentation prepared by Annelie Moukaddem Baalbaki
CHAPTER FOUR
Marketing Research
Lecturer: Insert your name here
Ch 1
4 -2
-2
Ch
Copyright
© 2011
Pearson
Education
Copyright
© 2011
Pearson
Education
Chapter Learning Outcomes
Topic Outline
4.1 Marketing Information and Customer Insights
4.2 Assessing Marketing Information Needs
4.3 Developing Marketing Information
4.4 Marketing Research
4.5 Analyzing Marketing Information
4.6 Distributing and Using Marketing Information
4.7 Other Marketing Information Considerations
Ch 4 -3
Copyright © 2011 Pearson Education
Marketing Information and Customer Insights
Customer Insights are:
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.
Ch 4 -4
Copyright © 2011 Pearson Education
Marketing Information and Customer Insights
Customer Insights
Companies are forming customer insights teams.
• Include all company functional areas
• Use insights to create more value for their customers
• Should be careful not to be customer controlled
Ch 4 -5
Copyright © 2011 Pearson Education
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 to generate and check customer and market insights
Ch 4 -6
Copyright © 2011 Pearson Education
Marketing Information and Customer Insights
Ch 4 -7
Copyright © 2011 Pearson Education
Assessing Marketing Information Needs
MIS
MIS provides information to the company’s marketing and other managers and external partners such as suppliers,
Copyright © 2011 Pearson Education
Principles of Marketing,
Arab World Edition
Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed
Tolba
Presentation prepared by Annelie Moukaddem Baalbaki
CHAPTER FOUR
Marketing Research
Lecturer: Insert your name here
Ch 1
4 -2
-2
Ch
Copyright
© 2011
Pearson
Education
Copyright
© 2011
Pearson
Education
Chapter Learning Outcomes
Topic Outline
4.1 Marketing Information and Customer Insights
4.2 Assessing Marketing Information Needs
4.3 Developing Marketing Information
4.4 Marketing Research
4.5 Analyzing Marketing Information
4.6 Distributing and Using Marketing Information
4.7 Other Marketing Information Considerations
Ch 4 -3
Copyright © 2011 Pearson Education
Marketing Information and Customer Insights
Customer Insights are:
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.
Ch 4 -4
Copyright © 2011 Pearson Education
Marketing Information and Customer Insights
Customer Insights
Companies are forming customer insights teams.
• Include all company functional areas
• Use insights to create more value for their customers
• Should be careful not to be customer controlled
Ch 4 -5
Copyright © 2011 Pearson Education
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 to generate and check customer and market insights
Ch 4 -6
Copyright © 2011 Pearson Education
Marketing Information and Customer Insights
Ch 4 -7
Copyright © 2011 Pearson Education
Assessing Marketing Information Needs
MIS
MIS provides information to the company’s marketing and other managers and external partners such as suppliers,