200083 Lecture Notes - Lecture 4: Corn Syrup, Marketing Intelligence, Consumer Privacy
Marketing information and insights-
4.1)explain importance of information in gaining insights about the marketplace and
customers
4.2)define the marketing information system and discuss its parts
4.3)outline the steps in the marketing research proccess
4.4)Explain how companies analyse and use marketing information
4.5)Discuss the special issues some marketing researchers faces,including public policy
and ethics isuses
Pre tutorial work-coke case study
Coke switched to new coke- coca- cola’s allowed 50% corn syrup substitution
Coca-cola :taste difference in new coke-replaced sugar with fructose
Coco-cola life video:
Coco-cola life-newest edition to coca-cola family
-lowest calorie drink-sweetened from natural sources
-sweetened from cane sugar +
stevia-stevia plant-used in bristole, Paraguay 200x sweeter taste than sugar but 0 calories
-healtheir alternative
fieshben model-coca cola life scored most 38 than coke-37 based on taste,fizziness,price,colour
“We’re calling it,coke is dying” article-
Coke sales declining- weak foreign currencies,soda volumes-flat
Revenue fell 4% to 13.3 billion
Global movement towards health:
Repackaging coke-doesn’t stop sales from growing flat
4.1)The marketing process starts with a complete understanding of the marketplace and
consumer needs and wants. Thus the company needs sound information in order to produce
superior value and satisfaction for customers. The company also requires information on
competitors, resellers and other actors in the marketplace.
Increasingly marketers are viewing info not only as an input for making better decisions but also
as an important strategic asset and marketing tool.
4.2) Marketing information System (MIS) refers to the people and procedures for assessing info
needs, developing the needed info and helping decision makers use information to generate
and validate actionable customer and market insights.
Document Summary
4. 1)explain importance of information in gaining insights about the marketplace and customers. 4. 2)define the marketing information system and discuss its parts. 4. 3)outline the steps in the marketing research proccess. 4. 4)explain how companies analyse and use marketing information. 4. 5)discuss the special issues some marketing researchers faces,including public policy and ethics isuses. Coke switched to new coke- coca- cola"s allowed 50% corn syrup substitution. Coca-cola :taste difference in new coke-replaced sugar with fructose. Sweetened from cane sugar + stevia-stevia plant-used in bristole, paraguay 200x sweeter taste than sugar but 0 calories. Healtheir alternative fieshben model-coca cola life scored most 38 than coke-37 based on taste,fizziness,price,colour. 4. 1)the marketing process starts with a complete understanding of the marketplace and consumer needs and wants. Thus the company needs sound information in order to produce superior value and satisfaction for customers. The company also requires information on competitors, resellers and other actors in the marketplace.
