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MARK 201-CA-Summer 2021-Ch 03-Marketing Research (Moodle).pptx

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Chapter 4ManagingMarketingInformation toGain CustomerInsights
Learning ObjectivesLO 4.1Explain the importance of information in gaininginsights about the marketplace and customersLO 4.2Define the marketing information system anddiscuss its partsLO 4.3Outline the role of marketing research and thesteps in the marketing research processLO 4.4Explain how companies analyze and usemarketing information
MarketingInformation andCustomerInsightsLEARNING OBJECTIVE 4.1
Marketing Informationand Customer InsightsMarketing research keepsyou from makingstupidmistakes!
5-5Marketing Informationand Customer InsightsCase Study – DoveBorn in 1957 as a beauty soap, it is sold in more than 80 countrieswith more than $5 billion in sales revenuesDove is a powerful brand name, trusted by consumers who see itas honest… but also as boringUnilever needed to reposition Dove as a beauty brandSolid research and insight were necessary before the repositioningtask could be undertaken
5-6Marketing Informationand Customer InsightsCase Study – DoveResults of a global survey and ethnographic research to understand themeaning of beauty and what women consider beautiful:1% of women consider themselves beautiful63% strongly agree women are expected to be more attractive than previousgeneration9 year-old girls are dissatisfied with their body imageAll women want to be beautiful in their own unique way36% describe themselves as natural, few as “sexy”, “stunning”, or “gorgeous”Women explain beauty in a much broader sense
5-7Marketing Informationand Customer InsightsCase Study – DoveIt was time to change the definition of beauty…Unilever launched the “Campaign for Real BeautyWomen look at themselves and open a dialogue on what they consider as beautyCampaign featuring everyday women (“Fab? Or Fat?.”, “Bald? Or Beautiful?”)The resulting marketing campaign won Unilever Canada multipleawards
Marketing Informationand Customer InsightsMarketing research helps you tobenefit from greatopportunities!
The MarketingInformationSystemLEARNING OBJECTIVE 4.2
The Marketing InformationSystemMarketing Information System (MIS):Consists of people and procedures which:Assess information needsDevelop needed informationHelp decision makers use the information to generateand validate actionable customer and market insights
The Marketing InformationSystem
The Marketing InformationSystemMarketing Information System (MIS):Interacts with information users to assess informationDevelops needed information from internal and external sourcesHelps users analyze information for marketing decisionsDistributes the marketing information and helps managers use itfor decision making
The Marketing InformationSystemMarketing Information System (MIS):Serves company managers as well as external partnersMust balance needs against feasibility:Not all information can be obtainedObtaining, processing, sorting, and delivering information is costly

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Term
Winter
Professor
ALEXZINEGYI
Tags
Marketing, Customer Insights

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