Chapter 4- slide 1
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
I t ’s good and
good for you
Chapter Four
Managing Marketing Information to
Gain Customer Insights
Chapter 4- slide 2
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Learning Objectives
•Marketing Information and Customer Insights
•Assessing Marketing Information Needs
•Developing Marketing Information
•Marketing Research
•Analyzing and Using Marketing Information
•Other Marketing Information Considerations
Topic Outline
Chapter 4- slide 3
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Marketing Information and
Customer Insights
•Fresh and deep insights into customers
needs and wants
•Difficult to obtain
–Not obvious
– Customer’s unsure of their behavior
•Better information and more effective use
of existing information
Customer Insights are:
Chapter 4- slide 4
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Marketing Information and
Customer Insights
•Companies are forming
customer insights teams
–Include all company functional
areas
–Collect information from a
wide variety of sources
–Use insights to create more
value for their customers
Customer Insights
Chapter 4- slide 5
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Marketing Information and
Customer Insights
Marketing information system (MIS)
consists of people and procedures
for:
–Assessing the information needs
–Developing needed information
–Helping decision makers use the information
for customer
Marketing Information Systems (MIS)
Chapter 4- slide 6
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Marketing Information System
Assessing Marketing Information
Needs
MIS provides information to the company’s
marketing and other managers and
