Principles of Marketing MRK 152 محمد عويس قرشي هاشمي

Marketing Information CHAPTER 5 Managing Marketing Information to Gain Customer Insights

Chapter Outline Marketing Information and Customer Insights Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing Information Other Marketing Information Considerations

Marketing Information and Customer Insights Fresh understandings of customers… from customer insights That become the basis for creating customer value and relationships

Assessing Marketing Information Needs يجب أن تحقيق التوازن A company must balance what the users would LIKE to have against what they really NEED and what is FEASIBLE for a firm to offer ذلك ممكنا

Assessing Marketing Information Needs Customers Needs Wants Company Resources مورد

marketing intelligence Developing Marketing Information تطوير Internal Databases marketing intelligence Marketing research داخلي

Marketing Research The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization منهجية تصميم تحليل تقرير بيانات ذات الصلة محدد حالة

The Marketing Research Process عملية تحديد المشكلة والهدف البحوث وضع الخطة البحثية لجمع المعلومات تنفيذ الخطة البحثية تفسير وتقديم تقرير عن النتائج

Defining the Problem and Research Objectives تحديد المشكلة والهدف البحوث Exploratory Research Define the problem Suggest research Descriptive Research Describes things Causal Research Cause and effect relationships تشير الأبحاث البحث الاستكشافي يصف الأشياء وصفي للبحوث علاقة العلة والمعلول السببية بحوث

Developing the Research Plan Marketer’s Questions تطوير أسئلة البحث المسوق خطة What information do we need? ما هي المعلومات التي نحتاج؟ وكيف نحصل عليه؟ How will we get it?

Types of Data Secondary data Primary data أنواع البيانات موجود بالفعل في مكان ما Information that already exists somewhere, having been collected for another purpose Secondary data Information collected for the specific purpose at hand Primary data البيانات الثانوية بعد أن تم جمعها لغرض آخر البيانات الأولية محددة الغرض في متناول اليد

Primary Data Research Approaches البيانات الأولية نهج Observational Survey Experimental ملاحظة مسح تجربة

Mechanical Instruments Research Instrument Questionnaires Most common Flexible Mechanical Instruments Nielsen people meters Physical responses Neuromarketing الميكانيكي صك مرن

Implementing the Research Plan تنفيذ الخطة البحثية Collecting Processing Analyzing تحليل عملية

Interpreting and Reporting Findings تفسير وتقديم تقرير عن النتائج The Research should present IMPORTANT findings that are related to decision making. ربط صناعة القرار

Analyzing and Using Marketing Information تحليل Company Intranet Extranets