UGBA 10 Lecture 29: April 20
23 May 2018
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Course
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Marketig Iforatio April 20
I. Many sources of marketing information
• Internal: what the company can control
o Post purchase satisfaction and services
o Purchase experience
o Product distribution/availability
o Product experience (quality)
o Website
o Community, spokespeople
• External: what the company cannot control
o Reputation: in the eyes of the market customer
o Word of mouth, reviews, social media
o Competitive offers, positioning
o Other users
II. Access to marketing information
• A opa’s usiess odel affets what it knows internally about customers
o Retailers and other direct sellers or service providers know more than
manufacturers and companies selling to others
• Soial edia has ireased aufaturers’ ailit to oet ith ustoers. It is a e
opportunity for marketers to understand what customers think of a company
III. Sources of marketing information
• Iteral dataase: opa’s electronic collections of consumer and market
information obtained from data sources within the company network
• Marketing intelligence: improve strategic decision making by understanding the
osuer eiroet, assessig ad traig opetitors’ atios, ad providing early
warnings of opportunities and threats
o Competitive analysis: collection of publicly available information about
consumers, competitors, and developments in the marketing environment
o Social media monitoring
• Marketing research
o Primary research: commissioned by the company to conduct original research
o Secondary sources of information: comprises commercial databases (ie: Mintel,
IBIS World, eMarketer)
▪ Advantages: it is available right now, it can be cheaper for newer
opaies ho do’t hae the resoures to odut origial researh, it
is seen as unbiased
IV. Marketing research
• Marketing research: systematic approach to designing, analyzing, and reporting of data
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