COMM 223 Lecture Notes - Lecture 5: Dumpster Diving, Extranet, Intranet
23 Feb 2015
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Document Summary
The goal of the add was to change the positioning of their brand (for the younger generation) and not to sell the product. Goal of market research: have a deep insights into customers" needs and wants: consumers don"t know exactly what they want and the market researcher want to improve a need/want, difficult to obtain cause it is not obvious. Ipod example: apple satisfied an unwanted need, but improve the relationship of the consumer with music devices/player. Their goals are not to get more information but better information (quality not quantity) and more effective use of existing information. Companies are forming customer insights teams: include all company functional areas. The idea is to understand the customer and give them exactly what they need and not everything they want. Marketing information system (mis): consist of people and procedures for, assessing information needs, developing needed information, helping decision makers use the information for customers.
