Bagian 4
P&G, one of the world’s
most respected marketing
brand. That’s the role of
marketing research
.
spected marketing companies. P&G makes and markets a who’s who list of consumer megabrands, including the likes of Tide, Crest, Bounty, Charmin, Puffs, Pampers, Pringles, Gillette, Dawn, Ivory, Febreze, Swiffer, Olay, Cover Girl, Pantene, Scope, NyQuil, Duracell, and dozens
more. The company’s stated purpose is to provide products that “improve the lives of the world’s consumers.” P&G’s brands really do create value for consumers by solving their problems. But to build
meaningful relationships with customers, you first have to understand them and how they connect with your brand. That’s where marketing research comes in.
Chapter Preview
In this chapter, we continue our explorationof how marketers gain insights into consumers and the marketplace. We look at how companies develop and manage information about important marketplace elements: customers, competitors, products, and marketing programs. To succeed in today’s marketplace, companies must
know how to turn mountains of marketing information into fresh customer insights that will help them deliver greater value to customers.
Let’s start with a good story about marketing research and customer insights in action at P&G, one of the world’s largest and most re-
a.
Marketing information by itself has little value. The
value is in the c
ustomer insights
gained from the
information and how these insights are used to make
better marketing decisions
.b. The marketing information system begins and ends with users—assessing their information needs and then
delivering information that meets. ther managers may omit things they ought to know, or they may not know to ask for
some types of information they should have. For example, managers might need to know about surges in favorable or unfavorable consumer discussions about their brands on blogs or online social networks. Because they do not know about these discussions, they do not think to ask about them. The MIS must monitor the marketing environment to provide decision makers with information they should have to better understand customers and make
key marketing decisions.
c. The problem isn’t finding information; the world is bursting with information from a glut of sources. The real challenge is to find the right information—from inside and outside sources—and turn it into customer insights.
Internal Data
marketing opportunities and problems, plan programs, and evaluate performance. Internal data can provide strong competitive advantage. “Locked within your own records is a huge, largely untapped asset that no [competitor] can hope to match,” says one analyst. Companies are “sitting on a gold mine of unrealized potential in their current customer base.”6
