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Chapter 5

Chapter 5 Notes

Management (MGM)
Course Code
Alison Jing Xu

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Chapter 5 Managing Marketing Information to Gain Customer Insight Notes
Marketing Information and Customer Insight
Other Marketing Information Considerations
customer insights fresh understandings of customers and the marketplace derived from marketing information that become
the basis for creating customer value and relationships
customer insight groups collect customer and market info from a wide variety of sources—ranging from traditional marketing
studies to mingling with and observing consumers to monitoring consumer online conversations about company and its products
they use the marketing info to develop important customer insights from which company can create more value for its customers
in gathering and using customer insights, however, companies must be careful not to go too far and become customer controlled
marketing information system (MIS) people and procedures for assessing information needs, developing the needed
information, and helping decision makers to use the information to generate and validate actionable customer and market
Assessing Marketing Information Needs
a good MIS balances the information users would like to have against what they really need and what is feasible to offer
the MIS must monitor the marketing environment to provide decision makers (usually, managers) with information they should
have to better understand customers and make key marketing decisions
Developing Marketing Information
Internal Data
internal databases electronic collections of consumer and market info obtained from data sources within company’s network
information in the database can come from many sources
internal databases can be accessed more quickly and cheaper than other info sources, but they also present several problems
because of the costs of updating and maintaining internal databases, many companies are buying services from other firms
Marketing Intelligence
marketing intelligence the systematic collection and analysis of publicly available information about consumers, competitors,
and developments in the marketing environment; helps improve strategic decision making by understanding the consumer
environment, assessing and tracking competitors’ actions, and providing early warnings of opportunities and threats
good marketing intelligence can help marketers gain insights into how consumers talk about and connect with their brands
firms use competitive intelligence to gain early warnings of competitor moves and strategies, new-product launches, new or
changing markets, and potential competitive strengths and weaknesses
competitors often reveal intelligence information through their annual reports, business publications, trade show exhibits, press
releases, advertisements, and web pages; which have become an invaluable source of competitive intelligence
Marketing Research
marketing research systematic design, collection, analysis, and reporting of data relevant to marketing situation facing a firm
companies use marketing research in a wide variety of situations
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