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Reading 1: Listening Begins at Home

Reading 1: Listening Begins at Home. Stengel, Dixon, Allen. History of Marketing Research. Procter girls Qualitative (still dominant in Europe) Direct mail Telephone Internet. Stengel, et al. overview. “listening to the consumer” is key

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Reading 1: Listening Begins at Home

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  1. Reading 1: Listening Begins at Home Stengel, Dixon, Allen

  2. History of Marketing Research • Procter girls • Qualitative (still dominant in Europe) • Direct mail • Telephone • Internet

  3. Stengel, et al. overview • “listening to the consumer” is key • Marketing plans should be developed from research, not from intuition • P&G’s marketing plans were in disarray

  4. Methodology • Stengel, et al. conducted qualitative research • April 2001 • Internal focus – marketing employees, mostly brand oriented • Shadowing one-on-one • Off-site focus groups • Depth interviews • Quantitative survey of employees

  5. Researcher challenges • Jargon particular to P&G and the industry • Time to collect data • Researcher lens

  6. Findings • People development was weak • Coaching skills were not being used • Change management was erratic • Formal and informal training programs dropped • Valuation of marketing as a profession • Focus on activity, not results • Discipline relative to established processes • Not listening to customers

  7. Prescriptive Actions • Six steps on page 112 • Common language • Training • Centers of Expertise • Focus Marketing roles • Marketing as a career

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