Consumer Intelligence - Landing消费者情报着陆.ppt

Internet Marketing Intelligence Chapter 5 Consumer Intelligence Objectives Provide an understanding of the importance of consumer intelligence in global economy. Develop an appreciation of how the Internet has created greater need and opportunity for consumer intelligence. Give an insight into why the Internet and associated interactive technologies are powerful tools in gaining information about consumers. Explore the underlying principles of consumer research. Develop the ability to conduct consumer research using the Internet. What is Consumer Intelligence? It is the analysis and synthesis of information on: consumer taste needs desires preferences purchases attitudes interests opinions consumption patterns of products and services Importance of Consumer Intelligence Helps to better understand and anticipate consumer behaviour Allows companies to create an effective marketing mix Develop more effective marketing strategies Forms a competitive advantage Increases the level of consumer satisfaction Consumer Intelligence Must be a central and ongoing endeavor Is the responsibility of all employees Must be analysed and applied to the aggregate data One of the key tools is the Internet Internet and Consumer Intelligence Access to more information from all over the world Provides researchers with the ability to track consumers motivation and movement on an ongoing and real-time basis Helps to formulate and maintain relationships with consumers Accuracy of information needs to be considered Consumer Intelligence Sources Business reports Trade journals Government Databases Census data Surveys Seven Consumer Research Cornerstones Occupations: What constitutes the markets? Objects: What does the market buy? Objectives: Why does the market buy? Organisations: Who participates in the buying? Operations: How does the market buy? Occasions: When does the market buy? Outlets: Where does the market buy? Occupations World Factbook /cia/publications/factbook/index.html/ con