Marketing Ch 6 Slides (1)

Marketing Ch 6 Slides (1) - Marketing We Assessing...

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Unformatted text preview: 9/29/2010 Marketing We Assessing Mediating Irrfonnation Needs Developing Marketing Information ' Marketing Research Chapter six Analydng mm Information Distributing and Using Marketing , Intonation Managing Marketing Information Olhfl' Marketing Information to Gain Customer Insights 3 flame-ting Marketing Information and Marketing Informatlon and Customer Insights Customer Insights customer Insights are: Customer Insight - Fresh and deep insights into - Companies are forming customer customers needs and wants insights teams 0 Difficult to obtain — Include all company functional areas -Nototwious -Useinsighlstoaeabmoreveiueformeir — Customers unsure of their behavior memo-ran - Not derived from more information but ' mm" mm“ could b' a 9mm better information and more eflect'rve use of existing information m . ""_" b """" aqua-nee: i seeing; :"r‘ ‘ ' ' renaming Markeflng information and Assessing Marketing Information Customer Insights ‘ Needs Marketing flounder: Spams (MIS) Marketing Information system (M13) MIS m imam"? the consists of people and procedures for. company 5 mark ng a other _ mm m. ”mum," needs managers and external partners such - Developing needed infomfion as suppliers. resellers, and marketing - Helping decision makers use the W W information for «returner ' Mu; Kulli M 5 tx'f|"irI-:r1f:r‘«;‘.i ___________ ‘, --7 ,_ A W%___fiivfivi_,v, _ _ ...
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