Chapter 5

Managing Marketing Information to Gain Customer Insights

Chapter 5: Learning Objectives

1

2 Explain the importance of information in gaining insights

about the marketplace and customers.

Define the marketing information system and discuss its

parts.

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Chapter 5
Managing Marketing Information to Gain Customer Insights

Marketing Information
and Customer Insights
• Customer Insights:
 Understanding of customers and
the marketplace
 Basis for creating customer value
and relationships
• Develop competitive advantage
• Insights stem from many sources

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Chapter 5
Managing Marketing Information to Gain Customer Insights

Marketing Information System

• Marketing Information System (MIS): consists of
people and procedures which:
 Assess information needs
 Develop needed information
 Analyze and use information

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Chapter 5
Managing Marketing Information to Gain Customer Insights

Marketing Information System

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Chapter 5
Managing Marketing Information to Gain Customer Insights

Assessing Marketing Information Needs

• A good MIS balances information wants, needs, and
feasibility
 An MIS has limitations – determine possibility
 An MIS is costly – must consider ROI

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Chapter 5
Managing Marketing Information to Gain Customer Insights

Developing Marketing Information

• Information from • Environmental • Used when new

sources within the analysis problem exists
company • Publically • Systematic
available collection,
• Accessed more information analysis, and
efficiently • Ethical issues reporting of
• Prone to gaps in raised data
knowledge

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Chapter 5
Managing Marketing Information to Gain Customer Insights

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Chapter 5
Managing Marketing Information to Gain Customer Insights

1.
Class Exercise
Develop a detailed profile of the shopper, based on his/her shopping
receipt.
*Demographic (list 8), psychographic (list 5) and behavioural (list 5
(age, income, social and political views, pay by credit card, shops in
the evening etc.)
2. Describe how you you use this information if you are the manager of
the Real Canadian Superstore?

Instructions:
Group Exercise (Each individual has to submit a response through Moodle).
List the first and last name of each team member.
For clarity of response and context, include each question in the response.
Maximum 2 pages
Uploads to Moodle have to be received within 24 hours of assignment.

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