COM 250 Chapter 5: PDF COM 250 Notes - Ch. 5
4 Oct 2016
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Com 250 chapter 5 - managing marketing information to gain customer insight: customer insights: fresh understandings of customers & the market place. Customers determine everything customer insights matter, not market: primary data: info collected for the speci c reason at hand. Research approaches for primary data include: research ndings . Becomes the basis for creating customer value & relationships. Interact with marketing managers & other info users. Must provide decision makers with the info they should have in order to understand customers & to make key marketing decisions. Provides info to external partners as well (ex. suppliers, resellers, etc. ) Balances the info that users would like to have against what they really need. Often the hardest step in the research process. Marketing managers & researchers must work closely together. Determining the exact info needed & how to gather it ef ciently.
