MGMA01H3 Study Guide - Final Guide: Customer Insight, Customer Service, Psychographic
Document Summary
Ch. 5 managing marketing info to gain customer insights. Over time, it has become a lot easier for companies to gather consumer information but it"s still difficult to generate accurate information because most of the time consumers don"t even know what they want to buy or why. Customers themselves are now generating bottom up" marketing information: information that customers volunteer up to firms and other customers through direct forms (phone calls, email, letters) and indirect methods (facebook, twitter, blogging) Companies don"t need more information they need better information and they need to make better use of the information they already have. Real value of marketing research lies in how it is used and the customer insight it provides. Customer insights: fresh understanding of customers and the market place derived from marketing info that become the basis for creating customer value and relationships.
