阿姆斯特朗《市场营销学（第13版）》 课件 第 4 章 管理营销信息以获取顾客洞察.pptx

Marketing:AnIntroductionThirteenthEditionChapter4ManagingMarketingInformationtoGainCustomerInsightsCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)4-1.Explaintheimportanceofinformationingaininginsightsaboutthemarketplaceandcustomers.4-2.Definethemarketinginformationsystemanddiscussitsparts.4-3.Outlinethestepsinthemarketingresearchprocess.

LearningObjectives(2of4)4-4.Explainhowcompaniesanalyzeandusemarketinginformation.4-5.Discussthespecialissuessomemarketingresearchersface,includingpublicpolicyandethicsissues.

FirstStop:TheLEGOGroupDiggingOutFreshCustomerInsightsTheLEGOGroup’smarketingresearchhelpedthebrandtorecastitsclassic,colorfulbricksintomodern,tech-richplayexperiences.

LearningObjective4-1Explaintheimportanceofinformationingaininginsightsaboutthemarketplaceandcustomers.

MarketingInformationCustomerneedsandmotivesforbuyingaredifficulttodetermine.RequiredbycompaniestoobtaincustomerandmarketinsightsGeneratedingreatquantitieswiththehelpofinformationtechnologyandonlinesources

Today’s“BigData”Bigdatareferstothehugeandcomplexdatasetsgeneratedbytoday’ssophisticatedinformationgeneration,collection,storage,andanalysistechnologies.

CustomerInsights(1of2)Freshmarketinginformation-basedunderstandingsofcustomersandthemarketplaceBecomethebasisforcreatingcustomervalue,engagement,andrelationshipsCustomerinsightsteamscollectcustomerandmarketinformationfromawidevarietyofsources.

CustomerInsights(2of2)Keycustomerinsightshavehelpedmakesocialscrapbookingsite,Pinterest,wildlysuccessfulwithits70millionusers.

MarketingInformationSystem(MIS)ConsistsofpeopleandprocedurestoAssessinformationneedsDeveloptheneededinformationHelpdecisionmakersusetheinformationtogenerateandvalidateactionablecustomerandmar