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Capabilities For Learning About Customers and Markets: Mcgraw-Hill/Irwin
Capabilities For Learning About Customers and Markets: Mcgraw-Hill/Irwin
Capabilities For Learning About Customers and Markets: Mcgraw-Hill/Irwin
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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* Capabilities for learning about customers and markets
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* Learning capabilities at P&G
* Competitive strength from superior customer
knowledge
* To deliver a customer experience, less formal
research, more one-to-one communication
* Consumer Village
* Online virtual reality Cave
* Watch people clean baths
* Understand what it is like to live on $50/month
* Social networking sites
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* Market Sensing and Learning Processes
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* Market sensing at Tesco International
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* Market sensing processes
* Open-minded inquiry processes
* Analyzing competitors’ actions
* Listening to front-line employees
* Searching for latent customer needs
* Scanning the peripherary of the market
* Encouraging experimentation
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* Marketing information and knowledge resources
* Scanning processes
* Specific marketing research studies
* Internal and external marketing information
resources
* Relationships with external marketing research
providers
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* Screening A New Research Supplier
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* Screening A New Research Supplier
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* A Framework for Market Sensing
Probability of the Event Occurring
High Medium Low
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Utopia Field of
6 Dreams
Effect of the
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Event on the Things to
Company 4 Watch
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2 Danger Future
Risks
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* Learning About Markets
Objective
Inquiry
Keeping and Synergistic
Gaining Access Information
to Prior Distribution
Learning
Mutually
Informed
Interpretations
Source: George S. Day, Journal of Marketing, October 1994.
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* Barriers to market learning
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* Customers and design at Xerox
* “Customer-led innovation” - “dreaming with
the customer”
* Not just building prototype and getting
feedback
* Focus groups as first step in commercial
printer design
* Changing designs in response to customer
insights
* Investment in understanding what
customers think about the “bright ideas”
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* Marketing research project
* Defining the problem
* Understanding the limitations of the
research
* Quality of the research
* Costs
* Evaluating and selecting suppliers
* Research methods
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* Existing marketing information resources
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* In-company resources
* Open source resources
* Research agency resources
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* 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
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* Problem definition to guide marketing research studies
* Online Surveys
* Fast
* Inexpensive
* Limitations in population coverage
* Resistance to excessive Web communications
* Customer feedback and peer-to-peer Web communications
* Monitoring customer Web behavior
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* Marketing and management information systems
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Marketing Decision-Support System Components
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Database Display
Analysis
Capabilities Models
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* Marketing intelligence and knowledge management
* Marketing intelligence
* Knowledge management
* Role of the chief knowledge officer
* Leveraging customer knowledge
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* Ethical issues in collecting and using information
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* Neuromarketing