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Distributing and Using Marketing Information

Marketing information systems allow marketing managers to access important customer and research data in real-time from any location. Companies use intranets and internal CRM systems to provide managers with research, customer transaction histories, documents and more. Key customers can also access some account information through corporate extranets. Small businesses and non-profits can still gain useful marketing insights through informal secondary research, observation, small surveys and experiments conducted carefully and systematically with clear objectives.

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217 views1 page

Distributing and Using Marketing Information

Marketing information systems allow marketing managers to access important customer and research data in real-time from any location. Companies use intranets and internal CRM systems to provide managers with research, customer transaction histories, documents and more. Key customers can also access some account information through corporate extranets. Small businesses and non-profits can still gain useful marketing insights through informal secondary research, observation, small surveys and experiments conducted carefully and systematically with clear objectives.

Uploaded by

aulia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Distributing and Using Marketing Information

Marketing information has no value until it is used to make better marketing decisions.
Thus, the marketing information system must make information readily available to managers
and others who need it, But marketing managers may also need access to nonroutine information
for special situations and on-the-spot decisions.
Many firms use company intranet and internal CRM systems to facilitate this process.
These systems provide ready access to research and intelligence information, customer
transaction and experience information, shared reports and documents, and more. or instance, if a
customer usually buys tulips for his wife, the rep can talk about the best tulip selections
and related gifts. Such connections result in greater customer satisfaction and loyalty and
greater sales for the company. “We can do it in real time,” says a 1-800-Flowers.com executive,
“and it enhances the customer experience.”
In addition, companies are increasingly allowing key customers and value-network
members to access account, product, and other data on demand through extranets. Today’s
marketing managers can gain direct access to a company’s information system at any time and
from virtually anywhere. They can tap into the system from a home office, customer location,
airport, or the local Starbucks—anyplace they can connect on a laptop, tablet, or smartphone.

Other Marketing Information Considerations


Marketing Research in Small Businesses and Nonprofit Organizations
Many of the marketing research techniques discussed can be used by smaller
organizations in a less formal manner and at little or no expense. After a string of bad
experiences with his local dry cleaner, Robert Byerley decided to open his own dry-cleaning
business. But before jumping in, he conducted plenty of market research. He needed a key
customer insight: How would he make his business stand out from the others,To start, Byerley
spent an entire week online, researching the dry-cleaning industry.
The small businesses and not-for-profit organizations can obtain good marketing insights
through observation or informal surveys using small convenience samples. They can check out
online product and service review sites, use internet search engines to research specific
companies and issues, and scour competitor and customer web, mobile, and social media sites.
In summary, secondary data collection, observation, surveys, and experiments can all
be used effectively by small organizations with small budgets. However, although these informal
research methods are less complex and less costly, they still must be conducted with care.
Managers must think carefully about the objectives of the research, formulate questions in
advance, recognize the biases introduced by smaller samples and less skilled researchers, and
conduct the research systematically.

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