Part 2 - Capturing Marketing Insights

7/25/2019 Part 2 - Capturing Marketing Insights

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MKTG302 MARKETING MANAGEMENT

PART 2. CAPTURING MARKETINSIGHTS

Part 2 / Chapter 3


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Outlie!

Chapter 3. C"lle#ti$ I%"r&ati" a' ("re#a)ti*e&a'

! Chapter +. C"'u#ti$ Mar,eti$ Re)ear#h

Part 2 / Chapter 3


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PART 2. CAPTURING MARKETING INSIGHTS

Chapter 3. C"lle#ti$ I%"r&ati"a' ("re#a)ti$ *e&a'

Part 2 / Chapter 3


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-ue)ti")!

hat are the #"&p"et) "% a &"'er &ar,eti$i%"r&ati" ))te&

! hat are u)e%ul iteral re#"r') %"r a &ar,eti$

i%"r&ati" ))te&

! hat &a,e) up a &ar,eti$ itelli$e#e ))te&

! hat are )"&e i%luetial &a#r"e1ir"&et

'e1el"p&et)

! H" #a #"&paie) a##uratel &ea)ure a' %"re

'e&a'

Part 2 / Chapter 3


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Ma,i$ &ar,eti$ 'e#i)i") %a)t#ha$i$ "rl' i) 4"th a

a' a science.

Part 2 / Chapter 3


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Mar,eti$ I%"r&ati" S)te&!A marketing information system (MIS) #")i)t)

pe"ple5 e6uip&et5 a' pr"#e'ure) t" $ather5 )"

aal7e5 e1aluate5 a' 'i)tri4ute ee'e'5 ti&el5

a##urate i%"r&ati" t" &ar,eti$ 'e#i)i" &a,e

Part 2 / Chapter 3


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Mar,eti$ I%"r&ati" S)te&Questions to ask to marketing managers:

! hat 'e#i)i") '" "u re$ularl &a,e

! hat i%"r&ati" '" "u ee' t" &a,e the)e 'e#i)i")

! hat i%"r&ati" '" "u re$ularl $et

! hat )pe#ial )tu'ie) '" "u peri"'i#all re6ue)t

! hat i%"r&ati" "ul' "u at that "u are "t $etti$ "

! hat i%"r&ati" "ul' "u at 'ail ee,l M"thl 8earl! hat "lie "r "%%lie e)letter)5 4rie%i$)5 4l"$)5 rep"rt)5 "r &a$a7

"u li,e t" )ee " a re$ular 4a)i)

! hat t"pi#) "ul' "u li,e t" 4e ,ept i%"r&e' "%

! hat 'ata aal)i) a' rep"rti$ pr"$ra&) "ul' "u at

! hat are the %"ur &")t help%ul i&pr"1e&et) that #"ul' 4e &a'e i t

&ar,eti$ i%"r&ati" ))te&

Part 2 / Chapter 3


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Iteral Re#"r')! OR*ERTOPA8MENT C8C9E

! SA9ES IN(ORMATION S8STEMS

! *ATA:ASES5 *ATA AREHOUSING5 AN* *AT

MINING

Part 2 / Chapter 3

P t 2 / Ch t 3


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Mar,eti$ Itelli$e#eThe Mar,eti$ Itelli$e#e S)te&

!A marketing inteigence system i) a )et "% pr"#

a' )"ur#e) that &aa$er) u)e t" "4tai e1er'a

i%"r&ati" a4"ut 'e1el"p&et) i the &ar,eti$

e1ir"&et.

! The iteral re#"r') ))te& )upplie) results 'ata

&ar,eti$ itelli$e#e ))te& )upplie) happenin

Part 2 / Chapter 3

P t 2 / Ch t 3


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Mar,eti$ Itelli$e#e8 actions to im"ro#e marketing inteigence

! Trai a' &"ti1ate the )ale) %"r#e t" )p"t a' rep"rt e 'e1el"

! M"ti1ate 'i)tri4ut"r)5 retailer)5 a' "ther iter&e'iarie) t" pa))

i&p"rtat itelli$e#e

! Hire e;teral e;pert) t" #"lle#t itelli$e#e

! Net"r, iterall a' e;terall

! Set up a #u)t"&er a'1i)"r pael

! Ta,e a'1ata$e "% $"1er&etrelate' 'ata re)"ur#e)

! Pur#ha)e i%"r&ati" %r"& "ut)i'e re)ear#h %ir&) a' 1e'"r)

! Pur#ha)e i%"r&ati" %r"& "ut)i'e re)ear#h %ir&) a' 1e'"r)

! C"lle#t &ar,eti$ itelli$e#e " the iteret

Part 2 / Chapter 3

Part 2 / Chapter 3


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Mar,eti$ Itelli$e#e%&''%I*+ M,-.I*+ I*''I+*% &*

I*-*

! I'epe'et #u)t"&er $""') a' )er1i#e re1ie

! *i)tri4ut"r "r )ale) a$et %ee'4a#, )ite)

!C"&4" )ite) "%%eri$ #u)t"&er re1ie) a' e;pe"pii")

! Cu)t"&er #"&plait )ite)

! Pu4li# 4l"$)

Part 2 / Chapter 3


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Part 2 / Chapter 3


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Aal7i$ the Ma#r"e1ir"&e! (ir&) &u)t &"it"r )i; &a


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Aal7i$ the Ma#r"e1ir"&e! The *e&"$raphi# E1ir"&et

! "rl'i'e p"pulati" $r"th

! P"pulati" a$e &i;

! Ethi# a' "ther &ar,et)

! E'u#ati"al $r"up)

! H"u)eh"l' patter)

Part 2 / Chapter 3

Part 2 / Chapter 3


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Aal7i$ the Ma#r"e1ir"&e! The E#""&i# E1ir"&et

! C")u&er p)#h"l"$

! I#"&e 'i)tri4uti"

! I#"&e5 )a1i$)5 'e4t5 a' #re'it

Part 2 / Chapter 3

Part 2 / Chapter 3


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Aal7i$ the Ma#r"e1ir"&e! The S"#i"#ultural E1ir"&et

! >ie)

! >ie) "% "ur)el1e)

! >ie) "% "ther)

! >ie) "% "r$ai7ati")

! >ie) "% )"#iet

! >ie) "% ature

! >ie) "% ui1er)e

! C"re #ultural 1alue)

! Su4#ulture)

Part 2 / Chapter 3

Part 2 / Chapter 3


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Aal7i$ the Ma#r"e1ir"&e! The Natural E1ir"&et

! Corporate environmentalism re#"$i7e) the ee' t" ite

e1ir"&etal i))ue) it" the %ir&?) )trate$i# pla). Tre

&ar,eter) t" 4e aare "% i#lu'e the )h"rta$e "% ra &a

e)pe#iall ater@ the i#rea)e' #")t "% eer$@ i#rea)e'

le1el)@ a' the #ha$i$ r"le "% $"1er&et).

Part 2 / Chapter 3

Part 2 / Chapter 3


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Aal7i$ the Ma#r"e1ir"&e! The Te#h"l"$i#al E1ir"&et

! A##elerati$ pa#e "% #ha$e

! Uli&ite' "pp"rtuitie) %"r i"1ati"

! >ari$ R* 4u'$et)

! I#rea)e' re$ulati" "% te#h"l"$i#al #ha$e

p

Part 2 / Chapter 3


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Aal7i$ the Ma#r"e1ir"&e! The P"liti#al 9e$al E1ir"&et

! I#rea)e' 4u)ie)) le$i)lati"

! Gr"th "% )pe#ialitere)t $r"up)

p

Part 2 / Chapter 3


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("re#a)ti$ *e&a'

Mea)ure&et! THE MEASURES O( THE MARKET *EMAN*

! 0otentia Market: The p"tetial &ar,eti) the )et "% #"

ith a )u%%i#iet le1el "% itere)t i a &ar,et "%%er.

! ,#aiae Market: The a1aila4le &ar,et i) the )et "% #"

h" ha1e itere)t5 i#"&e5 and a##e)) t" a parti#ular "%%

!

arget Market: The tar$et &ar,et i) the part "% the 6ualia1aila4le &ar,et the #"&pa 'e#i'e) t" pur)ue.

! 0enetrate Market: The peetrate' &ar,eti) the )et "%

#")u&er) h" are 4ui$ the #"&pa?) pr"'u#t.

Part 2 / Chapter 3


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("re#a)ti$ *e&a'

Mea)ure&et! >OCA:U9AR8 (OR *EMAN* MEASUREMENT

! Mar,et *e&a'

! Mar,et ("re#a)t

! Mar,et P"tetial

! C"&pa *e&a'

! C"&pa Sale) ("re#a)t! C"&pa Sale) P"tetial

Part 2 / Chapter 3


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("re#a)ti$ *e&a'

Mea)ure&et! ESTIMATING CURRENT *EMAN*

! ota market "otentia i) the &a;i&u& )ale) a1

all %ir&) i a i'u)tr 'uri$ a $i1e peri"'5 u'

$i1e le1el "% i'u)tr &ar,eti$ e%%"rt a' e1ir"

#"'iti").


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Part 2 / Chapter 3


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Ke"r')Mar,eti$ i%"r&ati" ))te& BMIS5 iteral re#"r

t"pa&et ##le5 )ale) i%"r&ati" ))te& BSIS5

'ata4a)e5 'ata areh"u)i$5 'ata &ii$5 &ar,eti

itelli$e#e ))te&5 %a'5 tre'5 &e$atre'5

&a#r"e1ir"&et5 'e&"$raphi#)5 e#""&i# e1i

)"#i"#ultural e1ir"&et5 %"re#a)ti$5 'e&a'&ea)ure&et5

Part 2 / Chapter +


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PART 2. CAPTURING MARKETING INSIGHTS

Chapter +. C"'u#ti$ Mar,eti$

Re)ear#h

Part 2 / Chapter +


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-ue)ti")! hat i) the )#"pe "% &ar,eti$ re)ear#h

! hat )tep) are i1"l1e' i #"'u#ti$ $""' &ar,

re)ear#h

! hat are the 4e)t &etri#) %"r &ea)uri$ &ar,eti

pr"'u#ti1it

Part 2 / Chapter +


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Mar,eti$ Re)ear#h i) #"'u#te'

t" &a,e the 4e)t p"))i4le ta#

ecisionsi the )h"rt ru a

)trate$i# 'e#i)i") i the l"$

Part 2 / Chapter +


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The S#"pe "% Mar,eti$ Re)ear! Marketing researc i) the %u#ti" that li,) the

#")u&er5 #u)t"&er5 a' pu4li# t" the &ar,eter ti%"r&ati". American Marketing Association

Part 2 / Chapter +


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The S#"pe "% Mar,eti$ Re)ear

!Mar,eti$ re)ear#h i) all a4"ut $eei)i$ht).

Part 2 / Chapter +


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The S#"pe "% Mar,eti$ Re)ear/o to run marketing researc

! E$a$i$ )tu'et) "r pr"%e))"r) t" 'e)i$ a' #a

pr"


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The S#"pe "% Mar,eti$ Re)earMarketing researc firms fa into tree categor

! S'i#ate')er1i#e re)ear#h %ir&)

! Cu)t"& &ar,eti$ re)ear#h %ir&)

! Spe#ialtlie &ar,eti$ re)ear#h %ir&)

Part 2 / Chapter +


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The Mar,eti$ Re)ear#h Pr"#e)

*e%ie thepr"4le&

a're)ear#h

"4


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The Mar,eti$ Re)ear#h Pr"#e)STEP D= *E(INE THE PRO:9EM5 THE *ECISION

A9TERNATI>ES5 AN* THE RESEARCH O:ECT

! Mar,eti$ &aa$er) &u)t 4e #are%ul "t t" 'e%i

pr"4le& t"" 4r"a'l "r t"" arr"l %"r the &ar,e

re)ear#her.

Part 2 / Chapter +


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The Mar,eti$ Re)ear#h Pr"#e)STEP 2= *E>E9OP THE RESEARCH P9AN

! *ata )"ur#e)

! Re)ear#h appr"a#he)

! Re)ear#h i)tru&et)

! Sa&pli$ &eth"')

! C"ta#t &eth"')

Part 2 / Chapter +


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The Mar,eti$ Re)ear#h Pr"#e)STEP 3= CO99ECT THE IN(ORMATION

! The 'ata #"lle#ti" pha)e "% &ar,eti$ re)ear#h

$eerall the &")t e;pe)i1e a' err"rpr"e.

Part 2 / Chapter +


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The Mar,eti$ Re)ear#h Pr"#e)STEP += ANA98FE THE IN(ORMATION

! The e;tt"la)t )tep i the pr"#e)) i) t" e;tra#t %

4 ta4ulati$ the 'ata a' 'e1el"pi$ )u&&ar

&ea)ure).

Part 2 / Chapter +


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The Mar,eti$ Re)ear#h Pr"#e)STEP = PRESENT THE (IN*INGS

!A) the la)t )tep5 the re)ear#her pre)et) the %i'

Re)ear#her) are i#rea)i$l a),e' t" pla a pr"

#")ulti$ r"le i tra)lati$ 'ata a' i%"r&ati"

i)i$ht) a' re#"&&e'ati") %"r &aa$e&et.

Part 2 / Chapter +


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The Mar,eti$ Re)ear#h Pr"#e)STEP = MAKE THE *ECISION

! S"&e "r$ai7ati") u)e &ar,eti$ 'e#i)i" )upp

))te&) t" help their &ar,eti$ &aa$er) &a,e

'e#i)i").

Part 2 / Chapter +


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Mea)uri$ Mar,eti$ Pr"'u#ti1iMar,eti$ re)ear#h &u)t a))e)) the e%%i#ie# a'

e%%e#ti1ee)) "% &ar,eti$ a#ti1itie). T" #"&ple&appr"a#he) t" &ea)uri$ &ar,eti$ pr"'u#ti1it a

! BD marketing metrics t" a))e)) &ar,eti$ e%%e#t)

! B2 marketing-mix modeling t" e)ti&ate #au)al

relati")hip) a' &ea)ure h" &ar,eti$ a#ti1it"ut#"&e).

Part 2 / Chapter +


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Mea)uri$ Mar,eti$ Pr"'u#ti1iM,-.I*+ M-I%S

! Marketing metrics i) the )et "% &ea)ure) that he

&ar,eter) 6uati%5 #"&pare5 a' iterpret their

per%"r&a#e.

Part 2 / Chapter +


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Mea)uri$ Mar,eti$ Pr"'u#ti1iS,M0' M,-.I*+ M-I%S

E;teral Iteral

Aaree))Mar,et )hareNu&4er "% #"&plait)C")u&er )ati)%a#ti"

*i)tri4uti"/a1aila4ilitT"tal u&4er "% #u)t"&er)Per#ei1e' 6ualit/e)tee&9"alt/reteti"Relati1e per#ei1e' 6ualit

Aaree)) "% $"al)C"&&it&et t" $"al)A#ti1e i"1ati" )upp"rtSta%%i$/),ill le1el)

*e)ire t" learilli$e)) t" #ha$e(ree'"& t" %ailRelati1e e&pl"ee )ati)%a#

Part 2 / Chapter +


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Mea)uri$ Mar,eti$ Pr"'u#ti1iM,-.I*+MI M&9'I*+

! Marketing-mix models aal7e 'ata %r"& a 1ariet)"ur#e)5 )u#h a) retailer )#aer 'ata5 #"&pa

)hip&et 'ata5 pri#i$5 &e'ia5 a' pr"&"ti" )pe

'ata5 t" u'er)ta' &"re pre#i)el the e%%e#t) "%

&ar,eti$ a#ti1itie).

Part 2 / Chapter +


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Mea)uri$ Mar,eti$ Pr"'u#ti1iM,-.I*+ 9,S/&,-9S

! Marketing asoars are a #"#i)e )et "%iter#"e#te' per%"r&a#e 'ri1er) t" 4e 1iee'

#"&&" thr"u$h"ut the "r$ai7ati".

Part 2 / Chapter +


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Mea)uri$ Mar,eti$ Pr"'u#ti1i

Part 2 / Chapter +


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Ke"r')Mar,eti$ re)ear#h5 re)ear#h %ir& #ate$"rie)5 &et

&ar,eti$ re)ear#h5 &ar,eti$ re)ear#h pr"#e))5 'pr"4le& a' "4

Part 2 - Capturing Marketing Insights

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