Global Edition
Chapter Four
Managing Marketing Information to
Gain Customer Insights
Copyright
2012
Pearson
Copyright©
©2014
by Pearson
EducationEducation, Inc.
Publishing as Prentice Hall
Chapter 4- slide 1
Learning Objectives
Topic Outline
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Marketing Information and Customer Insights
Assessing Marketing Information Needs
Developing Marketing Information
Marketing Research
Analyzing and Using Marketing Information
Other Marketing Information Considerations
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Marketing Information and
Customer Insights
Customer Insights are:
• Fresh and deep insights into customers
needs and wants
• Difficult to obtain
– Not obvious
– Customer’s unsure of their behavior
• Better information and more effective use
of existing information
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Marketing Information and
Customer Insights
Customer Insights
• Companies are forming
customer insights teams
– Include all company functional
areas
– Collect information from a
wide variety of sources
– Use insights to create more
value for their customers
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Marketing Information and
Customer Insights
Marketing Information Systems (MIS)
Marketing information system (MIS)
consists of people and procedures
for:
– Assessing the information needs
– Developing needed information
– Helping decision makers use the information
for customer
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Marketing Information System
Copyright ©2014 by Pearson Education
Assessing Marketing Information
Needs
MIS provides information to the company’s
marketing and other managers and external
partners such as suppliers, resellers, and
marketing service agencies
Copyright ©2014 by Pearson Education
Assessing Marketing
Information Needs
Characteristics of a Good MIS
• Balancing what the information users
would like to have against what they need
and...