Management bab 4

What is the definition of customer insights in marketing?

Fresh marketing information-based understandings of customers and the marketplace that become the basis for creating customer value, engagement, and relationships.

What does a marketing information system (MIS) provide?

Information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies.

What are the three key sources marketers obtain information from?

Internal data, marketing intelligence, and marketing research.

What is competitive marketing intelligence?

The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

What role does big data play in marketing information?

It consists of large and complex data sets generated by advanced information collection, storage, and analysis technologies.

What is the importance of defining the problem and research objectives in marketing research?

It clarifies the management problem, research objectives, information needed, and how results will help management decisions.

What are primary data and secondary data in marketing research?

Primary data is collected for a specific purpose at hand, while secondary data already exists and was collected for another reason.

What is Customer Relationship Management (CRM)?

Managing detailed information about individual customers and managing customer touch points to maximize customer loyalty.

What are some ethical considerations in marketing research?

Customer privacy concerns and the potential misuse of research findings.

What technology does Starbucks’ ‘Deep Brew’ AI program utilize?

Artificial intelligence to create personalized customer experiences and manage real-time customer interactions.