人民大2026市场营销原理与实践英文版（第19版）课件ch-04-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter4ManagingMarketingInformationtoGainCustomerInsightsCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives4.1Explaintheimportanceofinformationingaininginsightsaboutthemarketplaceandcustomers.4.2Definethemarketinginformationecosystemanddiscussitsparts.4.3Outlinetheroleofmarketingresearchandthestepsinthemarketingresearchprocess.4.4Explainhowcompaniesanalyzeandusemarketinginformation. 4.5Discussthespecialissuessomemarketingresearchersface,includingpublicpolicyandethicsissues.

LearningObjective1Explaintheimportanceofinformationingaininginsightsaboutthemarketplaceandcustomers.

Nielsen:ANewEraofMarketingResearchandCustomerInsightsCustomerinsightsarefreshmarketinginformation-basedunderstandingsofcustomersandthemarketplacethatbecomethebasisforcreatingcustomervalue,engagement,andrelationships.Nielsenhelpsclientcompaniestoturnitsresearchandmediadataintoconsumerinsightssolutionsthatguidetheirmarketingstrategies.Copyrightedinformation?2021,ofTheNielsenCompany,licensedforuseherein.ScreenshotfromNielsonSolutionPage

MarketingInformationandCustomerInsights(1of4)CustomerinsightsFreshanddeepinsightsintocustomerneedsandwantsCompaniesusecustomerinsightstodevelopacompetitiveadvantageInsightscanbedifficulttoobtain;marketersmustmanagemarketinginformationfromawiderangeofsourcesCustomerinsights:TheGeneralMillsCustomerInsightGroupcreated“theHIVE”platform—asingleshared,easilyaccessibleecosystemofinformationandinsights.TheHIVEhasbecomea“one-stopshop”forcustomerandmarketinsightsthathelpthecompanyachieveitsmissionof“makingfoodpeoplelove.”CasimiroPT/Shutterstock

MarketingInformationandCustomerInsights(2of4)MarketingInformationandToday’s“BigData”Bigdataisthehugeandcomple