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CHAPTER 6 MARKETING-INFORMATION MANAGEMENT

CHAPTER 6 MARKETING-INFORMATION MANAGEMENT. 6.1 Marketing-Information Systems 6.2 Marketing Research 6.3 Data Mining and Customer-Relationship Management. Lesson 6.1 Marketing-Information Systems. Describe the goals of a marketing-information system.

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CHAPTER 6 MARKETING-INFORMATION MANAGEMENT

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  1. CHAPTER 6MARKETING-INFORMATION MANAGEMENT 6.1 Marketing-Information Systems 6.2 Marketing Research 6.3 Data Mining and Customer-Relationship Management CHAPTER 6

  2. CHAPTER 6 Lesson 6.1Marketing-Information Systems Describe the goals of a marketing-information system. Describe the sources of consumer data.

  3. CHAPTER 6 Systems Goals • Marketing-information system (MkIS)—designed to collect data and provide meaningful information

  4. CHAPTER 6 Scanning the Environment • Environmental scanning—a process in which managers regularly review information about competitors and environmental trends

  5. CHAPTER 6 Customer Data • Point-of-sale scanners • Click-stream analysis • Customer inquiries

  6. CHAPTER 6 Point-of-Sale Scanners • Actual customer behavior • Shopper profiles • Personalized marketing strategies • Product mix strategies • Plan sales

  7. CHAPTER 6 Click-Stream Analysis • Click-stream analysis—track the sites from which visitors link, surfing paths within the sites, and time spent at the sites

  8. CHAPTER 6 Customer Inquiries • Track customer complaints and questions • Used to spot product or service problems

  9. CHAPTER 6 Lesson 6.2Marketing Research List the steps in the marketing research process. Explain how the marketing research process is implemented. Discuss guidelines for online privacy policies.

  10. CHAPTER 6 Marketing Research • Marketing research—the systematic and objective process of generating data for marketing decisions

  11. CHAPTER 6 Marketing Research Process • Problem definition • Research design • Sample selection • Data collection and analysis • Report preparation

  12. CHAPTER 6 Problem Definition • Identify the problem and develop research objectives.

  13. CHAPTER 6 Research Design • Specify how the data will be collected • Qualitative research—collecting data in an open-ended form • Quantitative research—controls possible answers and allows for statistical analysis of data

  14. CHAPTER 6 Sample Selection • Identify from whom the data will come • Sample—a subgroup of a larger population • Panel—a collection of individuals who have volunteered to participate in surveys

  15. CHAPTER 6 Data Collection and Analysis • Collect raw data and organize them into useful information for managerial decisions • Focus groups—led by a moderator who collects qualitative data from eight to fifteen individuals who respond to open-ended questions • “Mining” online forums and chat rooms • Surveys and experiments • Secondary research—data that already exist

  16. CHAPTER 6 Report Preparation • Automatic reports • Automatic updating of charts and graphs • Statistical analysis

  17. CHAPTER 6 Privacy • Customer privacy • Employee privacy

  18. CHAPTER 6 Privacy Policies • Federal Trade Commission (FTC) • Online Privacy Alliance guidelines • Adoption and implementation • Notice and disclosure • Choice/consent • Data security • Data quality and access

  19. CHAPTER 6 Employee Privacy • Limited privacy rights • Electronic Communications Privacy Act

  20. CHAPTER 6 Lesson 6.3Data Mining and Customer-Relationship Management Describe how database marketing is used in a business. Explain how a customer’s value is determined. Describe the role of databases in business systems control.

  21. CHAPTER 6 Database Marketing • Market segmentation • Customer churn • Fraud detection • Customer service • Direct marketing • Interactive marketing • Market-basket analysis • Trend analysis

  22. CHAPTER 6 Database Development • Warranty cards • Sweepstakes applications • Coupons • Purchased data

  23. CHAPTER 6 Data Mining • Data mining—using statistical software to organize raw data into information that is useful for managerial decisions

  24. CHAPTER 6 Strategic Value of Customers • Profitable customers • Unprofitable customers • 80–20 rule of thumb • Databases

  25. CHAPTER 6 Lifetime Value Initial value (revenue – costs) + Future value (future revenue – costs) + Value of influence of customer on new customers Lifetime value (LTV)

  26. CHAPTER 6 RFM Measures • Recency, frequency, and monetary (RFM) measures—a technique used to determine the strategic value of customers

  27. CHAPTER 6 Customer-Relationship Management Systems • Customer-relationship management systems—combine software and management practices to serve the customer from order to delivery and after-sale support

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