Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-1 Internet Marketing Intelligence Chapter 5 Consumer Intelligence

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-2 Objectives Provide an understanding of the importance of consumer intelligence in global economy. Develop an appreciation of how the Internet has created greater need and opportunity for consumer intelligence. Give an insight into why the Internet and associated interactive technologies are powerful tools in gaining information about consumers. Explore the underlying principles of consumer research. Develop the ability to conduct consumer research using the Internet.

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-3 What is Consumer Intelligence? It is the analysis and synthesis of information on: consumer taste needs desires preferences purchases attitudes interests opinions consumption patterns of products and services

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-4 Importance of Consumer Intelligence Helps to better understand and anticipate consumer behaviour Allows companies to create an effective marketing mix Develop more effective marketing strategies Forms a competitive advantage Increases the level of consumer satisfaction

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-5 Consumer Intelligence Must be a central and ongoing endeavor Is the responsibility of all employees Must be analysed and applied to the aggregate data One of the key tools is the Internet

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-6 Internet and Consumer Intelligence Access to more information from all over the world Provides researchers with the ability to track consumers motivation and movement on an ongoing and real-time basis Helps to formulate and maintain relationships with consumers Accuracy of information needs to be considered

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-7 The Dynamic of Internet Marketing More consumer options and information available. Ability and need to know customers Internet More competition Shift of power from seller to buyer Need to retain customers Utility of mass customisation and one-to-one marketing

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-8 Consumer Intelligence Sources Business reports Trade journals Government Databases Census data Surveys

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-9 Seven Consumer Research Cornerstones Occupations: What constitutes the markets? Objects: What does the market buy? Objectives: Why does the market buy? Organisations: Who participates in the buying? Operations: How does the market buy? Occasions: When does the market buy? Outlets: Where does the market buy?

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-10 Occupations World Factbook contains data pertinent to specific countries and regions United Nations gives a detailed description of the international statistical services provided by the United Nations Forrester Research provides a series of reports on market trends with special focus on the impact of emerging technology on consumers, businesses and society

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-11 Objectives Faith Popcorn Faith applies her insight regarding cultural and business trends to help clients reposition established brands or companies, develop new products and define areas of new business opportunity. Service Intelligence Has an area devoted to customer stories of unpleasant experiences with airlines, banks, restaurants and other service businesses. Consumer Trends Institute The Consumer Trends Institute web site provides a wide array of consumer information and reports.

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-12 Objects, Occasions, Outlets ACNielsen one of the world's leading providers of market research, information and analysis to consumer products and services industries (>9 000 clients in over 100 countries) measures competitive marketplace dynamics, consumer attitudes and behaviour Information Resources, Inc. a leading sales and marketing research partner in the expanding global consumer goods industry providing clients consumer insight and market intelligence NFO WORLDGROUP provides research-based marketing information and counsel; have provided Fortune 500 clients with consumer and brand knowledge and understanding, utilising over 50 years experience

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-13 Organisations and Operations Survey-Net provides up-to-the minute information, opinions and demographics regarding Internet users Gartner provides research on consumer online usage and interactive services and technology CyberAtlas a broad collection of Internet-related statistics with a particular emphasis on marketing, advertising, commerce and technology

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-14 Summary Consumer intelligence is the analysis and synthesis of information on consumer tastes, needs, desires, preferences, purchases, attitudes, interests, opinions and product/service consumption patterns. The emergence of the Internet and other interactive technologies has given companies a greater ability to gather information from and about consumers.