Marketing_L3(2013)
.pdf
Academic year 2013-2014
Marke&ng
Lecture 3
Yana Shigina
Marke&ng department NRU HSE
Content for today
I. Basics of Marke&ng Research
Basics of Marke&ng Research
• Marke&ng Informa&on and Customer Insights
• Assessing Marke&ng Informa&on
• Developing Marke&ng Informa&on
• Marke&ng Research
• Analyzing and Using Marke&ng Informa&on
Marke&ng Informa&on and Customer Insights
“In today’s hypercompe&&ve world, the race for compe&&ve advantage is really a race for customer and market insights.”
Key customer insights, plus a dash of Apple’s design and usability magic, have made the iPod a blockbuster.
It now captures a more than 75 percent market share and has spawned other Apple blockbusters such as the iPhone and the iPad.
Marke&ng informa&on
“bo>om-up” marke&ng informa&on
Customer insights
Fresh understandings of customers and the marketplace derived from marke&ng informa&on that become the basis for crea&ng customer value and rela&onships.
“customer insights teams”
Marke&ng informa&on system (MIS)
People and procedures for assessing informa&on needs, developing the needed informa&on, and helping decision makers to use the informa&on to generate and validate ac&onable customer and market insights.
Assessing Marke&ng Informa&on
Needs
• The marke&ng informa&on system begins and ends with users—assessing their informa&on needs and then delivering informa&on that meets those needs.
• A good MIS balances the informa&on users would like to have against what they really need and what is feasible to o er.
• MIS limita&ons
• Costs of obtaining, analyzing, storing, and delivering informa&on can quickly mount.
Developing Marke&ng Informa&on
Internal databases |
Compe&&ve marke&ng |
Marke&ng research |
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intelligence |
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Electronic collec&ons of |
The systema&c collec&on and |
The systema&c design, collec&on, |
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consumer and market |
analysis of publicly available |
analysis, and repor&ng of data |
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informa&on obtained from data |
informa&on about |
relevant to a specific marke&ng |
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sources within the company |
consumers, compe&tors, and |
situa&on facing an organiza&on. |
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network. |
developments in the marke&ng |
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environment. |
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customer demographics, |
The goal is to improve strategic |
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psychographics, sales |
decision making by |
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transac&ons |
understanding the consumer |
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records of customer |
environment, assessing and |
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sa&sfac&on or service |
tracking compe&tors’ ac&ons, and |
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problems |
providing early warnings of |
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• records of sales, costs, and |
opportuni&es and threats. |
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cash flows |
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other purposes |
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gain insights into how |
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ages quickly data |
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consumers talk about and |
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managing the mountains of |
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connect with their brands |
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informa&on |
ac&vely monitoring |
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compe&tors’ ac&vi&es |
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Protec&on informa&on |
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Codes of ethics |
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Marke&ng Research
Companies use marke&ng research in a wide variety of situa&ons. Marke&ng research gives marketers:
• insights into customer mo&va&ons, purchase behavior, sa&sfac&on.
• assess market poten&al and market share
• measure the e ec&veness of pricing, product, distribu&on, and promo&on ac&vi&es.
Defining the Problem and Research Objec&ves
Exploratory research |
Descrip&ve research |
Marke&ng research to |
Marke&ng research to |
gather preliminary |
be>er describe marke&ng |
informa&on that will help |
problems, situa&ons, or |
define problems and |
markets, such as the |
suggest hypotheses. |
market poten&al for a |
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product or the |
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demographics and |
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aMtudes of consumers. |
Causal research Marke&ng research to test hypotheses about cause-and-e ect rela&onships.