Managing Customer Information to Gain

Customer Insights
(Chapter 5)

The Marketing Information System

Develop
First needed Finally, analyze, and
Interact information process to make it
with the from internal useful.
managers company Distribute to managers
to assess records, at the right time and
information activities and place to plan and
processes. implement

SUMMARY OF FIGURE 5-1, PAGE 139

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 Functions of a Company’s Marketing Information System

1) Assessing Information Needs

Too much
information can be as Begin by interviewing
harmful as too little! managers

The cost of obtaining, processing, storing and

delivering information can add up quickly!

ASK YOURSELF; IF IT IS WORTH THE MONEY

Watch out for your

competitors. They want to
know what you are up to!
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 Developing Marketing Information.

Information needed by marketing managers

can be obtained from,
• Internal data
more information about
• Marketing Intelligence these three points, in your
book. Read!
• Marketing Research

“When all think alike,

then no one is
thinking”
Walter Lippman

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 Internal Data
Marketing Department:
Customer transactions, demographics, psychographics and buying
behavior are some example.

Customer Service Department:

Customer satisfaction or service problems

Financial Department:
Sales records, Costs, Cash flows, Inventories..etc..etc..

Sales Team:
Competitor activities,

Strategic decisions made, based on the analysis of these

will provide a competitive advantage and a powerful
customer insight.

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 Continuation….Internal data..

• Guest History Information..

• Guest Information trends;
• Booking patterns
• Cancellations
• Conversion percentage
( percentage of inquiries to reservations)
• Overbooking patterns
• Historical trends on occupancy for prime,
shoulder and low seasons
• Yield patterns by season
?
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 Guest Information Management (GIM)
Take Credit card
advantage of sales,
this! Hardly
Point-of-sale Nationalities,
used by
Information etc..
managers!
Company Guest
Records Comment
Cards

GIM
Mystery Speaking with
Shoppers Guests

Centralized
network, Automated Talk,
customer needs Systems entertain
and wants and listen
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 2) Marketing Intelligence

Everyday information about developments in the

marketing environment.

1) Internal Sources of Marketing Intelligence.

Information or intelligence gathered by
company’s executives, front desk staff, service
staff, purchasing agents and sales force.
(Include many as possible)

You
2) External Sources of Marketing Intelligence.
know
1) Macro market information Next this
2) Competitive information slides
3) New innovation and trends

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 Continuation….

Read annual reports, press

Trade magazine articles –
releases, and listen to
read to collect information
speeches.
and to add knowledge
Collect data on-line.
Competitive
Intelligence
Brochures and
Visit your competitor, take advertisements. Look for
your team with you. An their creativity and
absolute MUST ! innovativeness.

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 3) Innovation and Trends. (this information is not in your book)

“Creativity is the capability or act of conceiving something original or

unusual.”

We can display creativity. But there is no innovation,

until we have implemented the idea! So, some one
has to take a risk to implement.
Can we call this the Innovative risk??

“Invention is the creation of something that has never been made before and
is recognized as the product of some unique insight.”

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 Innovation continues…
“There is a way to do it better; ….find it” Thomas Edison

“Innovation is the implementation of

something new.”

Be innovative with a new

process, business model or
a method. (Do not restrict
Dell, eBay, and Amazon. Did your vision of innovation
they innovate products or only to products)
business models?

Source: Peter Drucker

Tree Hotel. Some innovative idea!

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 Continuation…….

How to collect innovative and trendy information?

Is the same way like the competitive
information collection, right?

“Doing the same thing over and over, yet

expecting different results, is the
definition of CRAZY”. (unknown)

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 Recommended reading

Read the
chapter!

marketing

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