Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Capabilities for Learning About
Customers and Markets
Pertemuan 8
Buku 1 Hal: 129-151
Learning Objective
• Market-driven strategy, market sensing and learning
processes
• Marketing information and knowledge resources
• Marketing intelligence and knowledge management
• Ethical issues in collecting and using information
Bina Nusantara
Best Buy’s customer knowledge strategy
• Strategy treats customers as individual,
develops solutions for needs and engages
employees to serve them
• New ideas from listening more closely to
customers and employees
• Knowledge shared with manufacturers and
product developers
• Core innovation competency is gathering and
synthesizing customer intelligence
Marketing research project
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Defining the problem
Understanding the limitations of the research
Quality of the research
Costs
Evaluating and selecting suppliers
Research methods
Existing marketing information
resources
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In-company resources
Open source resources
Research agency resources
Creating new marketing information
• Observation and ethnographic studies
– Marriott - rethink hotel experience for “road warriors”
– GE - developing plastic fibers position
– Intel - use of computers by children in China
• Research surveys
• Internet-based research
Problem definition to guide marketing
research studies
Research
Project and Scope
Describe the topic for the study and
the background.
Research
Objectives
Set specific goals forthe study - why is it
being undertaken?
Research
Questions
Identify the specific pieces of
information required and the questions
that need to be asked to obtain that
information
Planned
Outcomes
When completed how should the results
be presented for management use?
Impact of the Internet on Marketing
Costs and Availability
• Online Surveys
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Fast
Inexpensive
Limitations in population coverage
Resistance to excessive Web communications
• Customer feedback and peer-to-peer Web
communications
• Monitoring customer Web behavior
Marketing and management information
systems
• Marketing information systems
• Management information systems
• Marketing decision support systems
Marketing Decision-Support
System Components
Database
Analysis
Capabilities
Display
Models
Marketing intelligence and knowledge
management
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Marketing intelligence
Knowledge management
Role of the chief knowledge officer
Leveraging customer knowledge
Ethical issues in collecting and using
information
• Invasion of customer privacy
• Information and ethics
– Information collection
– Research subjects
– Information sharing
Neuromarketing
• Magnetic resonance imaging (MRI)
• Pictures response of brain to stimuli
• Probing consumer preferences is
controversial
• Invasive
• Privacy issues
• Information sharing
– Insurance companies
– Employers
– Law enforcement