Managing Marketing Information - Rof's Blog · Managing Marketing Information to Gain Customer Insights W. Rofianto. Customer Insights “In today’s hypercompetitive world, ...

Managing Marketing Information

to Gain Customer Insights

W. Rofianto

Customer Insights

“In today’s hypercompetitive world,”

“the race for competitive advantage

is really a race for

customer and market insights.”

Fresh understandings of customers and the marketplace derived

from marketing information that become the basis for creating

customer value and relationships.

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 insights.

Internal Databases

Electronic collections of consumer and market information

obtained from data sources within the company network.

Marketing Intelligence

The systematic collection and analysis of publicly availableinformation about consumers, competitors, and developments in the

marketing environment.

Marketing Research

The systematic design, collection, analysis, and reporting of data

relevant to a specific marketing situation facing an

organization.

The Marketing Research Process

Data Collection

Primary dataInformation collected for the specific purpose at hand.

Secondary dataInformation that already exists

somewhere, having been collected

for another purpose.

Survey Research

Gathering primary data by asking people questions about their

knowledge, attitudes, preferences, and buying behavior.

Ethnographic research

A form of observational research that involves sending trained

observers to watch and interact with consumers in their

“natural environments.”

Misuse of Research Findings

Fine print at the bottom of the box

revealed the following: “Based upon

independent clinical research, kids

who ate Kellogg’s Frosted Mini-

Wheats cereal for breakfast had up

to 18 percent better attentiveness

three hours after breakfast than kids

who ate no breakfast.”

According to the Federal Trade

Commission complaint, the clinical

study referred to by Kellogg actually

showed that children who ate the

cereal for breakfast averaged just

under 11 percent better in

attentiveness than children who ate

no breakfast, and that only about

one in nine improved by 20

percent or more.

[email protected]