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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 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 • Marketing plans should be developed from research, not from intuition • P&G’s marketing plans were in disarray
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
Researcher challenges • Jargon particular to P&G and the industry • Time to collect data • Researcher lens
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
Prescriptive Actions • Six steps on page 112 • Common language • Training • Centers of Expertise • Focus Marketing roles • Marketing as a career