Page 9 - Marketing Management

Step 1: Define the Problem, the Decision
PART 2 Capturing Marketing Alternatives, and the Research
Insights 66 Objectives 99
Step 2: Develop the Research Plan 100

MARKETING MEMO Conducting Informative
CHAPTER 3 Collecting Information and Focus Groups 102
Forecasting Demand 66
MARKETING MEMO Questionnaire Dos and
Components of a Modern Marketing
Don’ts 104
Information System 67
Internal Records 70 MARKETING INSIGHT Getting into the
The Order-to-Payment Cycle 70 Heads of Consumers 106
Sales Information Systems 70
Databases, Data Warehousing, and Data MARKETING INSIGHT Understanding Brain
Mining 71 Science 108
Marketing Intelligence 71 Step 3: Collect the Information 110
The Marketing Intelligence Step 4: Analyze the Information 111
System 71 Step 5: Present the Findings 111
Collecting Marketing Intelligence on the Step 6: Make the Decision 111
Internet 72
Communicating and Acting on Marketing MARKETING INSIGHT Bringing Marketing
Research to Life with Personas
112
Intelligence 73
Analyzing the Macroenvironment 74 Overcoming Barriers to the Use of Marketing
Needs and Trends 74 Research 112
Identifying the Major Forces 74 Measuring Marketing Productivity 114
The Demographic Environment 75 Marketing Metrics 114
Marketing-Mix Modeling 116
MARKETING INSIGHT Finding Gold at the Marketing Dashboards 116
Bottom of the Pyramid 76
MARKETING INSIGHT Marketing
The Economic Environment 77 Dashboards to Improve Effectiveness and
The Sociocultural Environment 78 Efficiency 117
The Natural Environment 80
The Technological Environment 81 Summary 118
MARKETING INSIGHT The Green Marketing Applications 119
Revolution 82
The Political-Legal Environment 84
Forecasting and Demand PART 3 Connecting with
Measurement 85 Customers 122
The Measures of Market Demand 85
A Vocabulary for Demand
Measurement 86 CHAPTER 5 Creating Long-term Loyalty
Estimating Current Demand 88
Estimating Future Demand 90 Relationships 122
Summary 92 Building Customer Value, Satisfaction, and
Applications 92 Loyalty 123
Customer Perceived Value 124
Total Customer Satisfaction 128
CHAPTER 4 Conducting Marketing Monitoring Satisfaction 128
Research 96
MARKETING INSIGHT Net Promoter and
The Marketing Research System 97 Customer Satisfaction 129
The Marketing Research Process 99 Product and Service Quality 131

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