CHAPTER 5 Managing Marketing Information to Gain Customer

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CHAPTER 5 Managing Marketing Information to Gain Customer Insights

CHAPTER 5 Managing Marketing Information to Gain Customer Insights

Marketing Information and Customer Insights sh understandings of customers… from customer insights… ﺃﺴﺎﺱ ﺗﺒﺼﺮ

Marketing Information and Customer Insights sh understandings of customers… from customer insights… ﺃﺴﺎﺱ ﺗﺒﺼﺮ • That become the basis for creating customer • ﺃﺼﺒﺢ ﻗﻴﻤﺔ value and relationships ﻋﻼﻗﺔ

ﺗﻘﻴﻴﻢ Assessing Marketing Information Needs ﺃﻦ ﻳﺠﺐ ﺍﻟﺘﻮﺍﺯﻥ ﺗﺤﻘﻴﻖ A company must balance

ﺗﻘﻴﻴﻢ Assessing Marketing Information Needs ﺃﻦ ﻳﺠﺐ ﺍﻟﺘﻮﺍﺯﻥ ﺗﺤﻘﻴﻖ A company must balance what the users would LIKE to have against what they really NEED and what is FEASIBLE for a firm to offer ﻣﻤﻜﻨﺎ ﺫﻟﻚ ﻣﻨﺢ

Assessing Marketing Information Needs Customers Company Wants Needs Resources ﻣﻮﺭﺩ

Assessing Marketing Information Needs Customers Company Wants Needs Resources ﻣﻮﺭﺩ

ﺗﻄﻮﻳﺮ Developing Marketing Information Internal ﺩﺍﺧﻠﻲ Databases marketing intelligence ﺍﺳ ﺘﺨﺒﺎﺭﻱ Marketing research

ﺗﻄﻮﻳﺮ Developing Marketing Information Internal ﺩﺍﺧﻠﻲ Databases marketing intelligence ﺍﺳ ﺘﺨﺒﺎﺭﻱ Marketing research

Marketing Research The systematic design, ﺗﺼﻤﻴﻢ ﻣﻨﻬﺠﻴﺔ ﺗﺤﻠﻴﻞ collection, analysis, and reporting ﺗﻘﺮﻳﺮ of

Marketing Research The systematic design, ﺗﺼﻤﻴﻢ ﻣﻨﻬﺠﻴﺔ ﺗﺤﻠﻴﻞ collection, analysis, and reporting ﺗﻘﺮﻳﺮ of data ﺑﻴﺎﻧﺎﺕ relevant to ﺍﻟﺼﻠﺔ ﺫﺍﺕ a specific ﻣﺤﺪﺩ marketing situation ﺣﺎﻟﺔ facing an organization

Defining the Problem and ﺍﻟﻤﺸﻜﻠﺔ ﺗﺤﺪﻳﺪ Research Objectives ﺍﻟﺒﺤﻮﺙ ﻭﺍﻟﻬﺪﻑ Exploratory • Define the

Defining the Problem and ﺍﻟﻤﺸﻜﻠﺔ ﺗﺤﺪﻳﺪ Research Objectives ﺍﻟﺒﺤﻮﺙ ﻭﺍﻟﻬﺪﻑ Exploratory • Define the problem Research • Suggest research ﺍﻷﺒﺤﺎﺙ ﺗﺸﻴﺮ ﺍﻻﺳﺘﻜﺸﺎﻓﻲ ﺍﻟﺒﺤﺚ Descriptive • Describes things Research ﻟﻠﺒﺤﻮﺙ ﻭﺻﻔﻲ Causal Research ﺑﺤﻮﺙ ﺍﻟﺴﺒﺒﻴﺔ ﺍﻷﺸﻴﺎﺀ ﻳﺼﻒ • Cause and effect relationships ﻭﺍﻟﻤﻌﻠﻮﻝ ﺍﻟﻌﻠﺔ ﻋﻼﻗﺔ

Primary Data ﺍﻷﻮﻟﻴﺔ ﺍﻟﺒﻴﺎﻧﺎﺕ Research Approaches ﻧﻬﺞ Observational ﻣﻼﺣﻈﺔ Survey ﻣﺴﺢ Experimental ﺗﺠﺮﺑﺔ

Primary Data ﺍﻷﻮﻟﻴﺔ ﺍﻟﺒﻴﺎﻧﺎﺕ Research Approaches ﻧﻬﺞ Observational ﻣﻼﺣﻈﺔ Survey ﻣﺴﺢ Experimental ﺗﺠﺮﺑﺔ

Research Instrument ﺻﻚ ﺍﻟﻤﻴﻜﺎﻧﻴﻜﻲ Questionnaires • Most common ﻣﺮﻥ • Flexible ﺍﺩﺍﺓ Mechanical Instruments

Research Instrument ﺻﻚ ﺍﻟﻤﻴﻜﺎﻧﻴﻜﻲ Questionnaires • Most common ﻣﺮﻥ • Flexible ﺍﺩﺍﺓ Mechanical Instruments • Physical responses • Neuromarketing ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻌﺼﺒﻲ

Implementing the Research ﺍﻟﺒﺤﺜﻴﺔ ﺍﻟﺨﻄﺔ ﺗﻨﻔﻴﺬ Plan ﺗﺤﻠﻴﻞ Collecting Analyzing Processing ﻋﻤﻠﻴﺔ

Implementing the Research ﺍﻟﺒﺤﺜﻴﺔ ﺍﻟﺨﻄﺔ ﺗﻨﻔﻴﺬ Plan ﺗﺤﻠﻴﻞ Collecting Analyzing Processing ﻋﻤﻠﻴﺔ

Interpreting and Reporting Findings ﺍﻟﻨﺘﺎﺋﺞ ﻋﻦ ﺗﻘﺮﻳﺮ ﻭﺗﻘﺪﻳﻢ ﺗﻔﺴﻴﺮ ﻣﻨﺢ The Research should present

Interpreting and Reporting Findings ﺍﻟﻨﺘﺎﺋﺞ ﻋﻦ ﺗﻘﺮﻳﺮ ﻭﺗﻘﺪﻳﻢ ﺗﻔﺴﻴﺮ ﻣﻨﺢ The Research should present IMPORTANT findings that are related to decision making. ﺭﺑﻂ ﺍﻟﻘﺮﺍﺭ ﺻﻨﺎﻋﺔ

MAIN BOOK Title: Principles of Marketing Author(s): Philip Kotler and Gary Armstrong ADDITIONAL READING

MAIN BOOK Title: Principles of Marketing Author(s): Philip Kotler and Gary Armstrong ADDITIONAL READING Books Title: Marketing Management (Analysis, Planning. Implementation and Control Author(s): Philip Kotler Edition/Year: Eighth / 2006 Title: Strategic Marketing Author(s): David W. Cravens & Nigel F. Piercy Edition/Year: Tenth / 2006

Marketing Managing Marketing Information to Gain Customer InsightsMarketing Managing Marketing Information to Gain Customer Insights
Managing market information to gain customer insights CustomerManaging market information to gain customer insights Customer
Managing Marketing Information To Gain Customer Insights ChapterManaging Marketing Information To Gain Customer Insights Chapter
CHAPTER 5 Managing Marketing Information to Gain CustomerCHAPTER 5 Managing Marketing Information to Gain Customer
Chapter Four Managing Marketing Information to Gain CustomerChapter Four Managing Marketing Information to Gain Customer
Chapter Four Managing Marketing Information to Gain CustomerChapter Four Managing Marketing Information to Gain Customer
Chapter Four Managing Marketing Information to Gain CustomerChapter Four Managing Marketing Information to Gain Customer
Chapter Four Managing Marketing Information to Gain CustomerChapter Four Managing Marketing Information to Gain Customer
Chapter Four Managing Marketing Information to Gain CustomerChapter Four Managing Marketing Information to Gain Customer
Chapter Four Managing Marketing Information to Gain CustomerChapter Four Managing Marketing Information to Gain Customer
Chapter Four Managing Marketing Information to Gain CustomerChapter Four Managing Marketing Information to Gain Customer
Chapter Four Managing Marketing Information to Gain CustomerChapter Four Managing Marketing Information to Gain Customer
Chapter Six Managing Marketing Information to Gain CustomerChapter Six Managing Marketing Information to Gain Customer
Chapter 04 Managing Marketing Information to Gain CustomerChapter 04 Managing Marketing Information to Gain Customer
Lecture 8 Managing Marketing Information to Gain CustomerLecture 8 Managing Marketing Information to Gain Customer