Capabilities for Learning AboutCustomers and Markets

Pertemuan 8Buku 1 Hal: 129-151

Matakuliah : J0504 - Strategi PemasaranTahun : 2009

Bina Nusantara

• Market-driven strategy, market sensing and learning processes

• Marketing information and knowledge resources• Marketing intelligence and knowledge

management• Ethical issues in collecting and using information

Learning Objective

Best Buy’s customer knowledge strategy

• Strategy treats customers as individual, develops solutions for needs and engages employees to serve them

• New ideas from listening more closely to customers and employees

• Knowledge shared with manufacturers and product developers

• Core innovation competency is gathering and synthesizing customer intelligence

Marketing research project• Defining the problem• Understanding the limitations of the research• Quality of the research• Costs• Evaluating and selecting suppliers• Research methods

Existing marketing information resources

• In-company resources• Open source resources• Research agency resources

Creating new marketing information• Observation and ethnographic studies

– Marriott - rethink hotel experience for “road warriors”– GE - developing plastic fibers position– Intel - use of computers by children in China

• Research surveys• Internet-based research

Problem definition to guide marketing research studies

ResearchProject and Scope

ResearchObjectives

ResearchQuestions

PlannedOutcomes

Describe the topic for the study andthe background.

Set specific goals forthe study - why is itbeing undertaken?

Identify the specific pieces of information required and the questions

that need to be asked to obtain that information

When completed how should the results be presented for management use?

Impact of the Internet on Marketing Costs and Availability

• Online Surveys– Fast– Inexpensive– Limitations in population coverage– Resistance to excessive Web communications

• Customer feedback and peer-to-peer Web communications

• Monitoring customer Web behavior

Marketing and management information systems

• Marketing information systems• Management information systems• Marketing decision support systems

Marketing Decision-SupportSystem Components

Database

AnalysisCapabilities

Display

Models

Marketing intelligence and knowledge management

• Marketing intelligence• Knowledge management• Role of the chief knowledge officer• Leveraging customer knowledge

Ethical issues in collecting and using information

• Invasion of customer privacy• Information and ethics

– Information collection– Research subjects– Information sharing

Neuromarketing

• Magnetic resonance imaging (MRI)• Pictures response of brain to stimuli• Probing consumer preferences is

controversial• Invasive• Privacy issues• Information sharing

– Insurance companies– Employers– Law enforcement