Sumários
Managing Marketing Information to Gain Customer Insights: part II
16 Outubro 2014, 13:30 • Joanna Krywalski Santiago
1. Steps in the Marketing Research Process
2. Defining the Problem and Research Objectives
- Exploratory research,
- Descriptive research,
- Casual research.
3. Developing the Research Plan
4. Secondary and primary data.
5. Advantages and disadvantages of secondary data.
6. Decisions to take while getting the primary data.
7. Observational research.
8. Ethnographic research.
9. Survey research.
10. Experimental research.
11. Contact methods.
12. Focus groups.
13. Focus group in class: "Universities and education".
Managing Marketing Information to Gain Customer Insights: part II
13 Outubro 2014, 17:00 • Joanna Krywalski Santiago
1. Steps in the Marketing Research Process
2. Defining the Problem and Research Objectives
- Exploratory research,
- Descriptive research,
- Casual research.
3. Developing the Research Plan
4. Secondary and primary data.
5. Advantages and disadvantages of secondary data.
6. Decisions to take while getting the primary data.
7. Observational research.
8. Ethnographic research.
9. Survey research.
10. Experimental research.
11. Contact methods.
12. Focus groups.
13. Focus group in class: "Universities and education".
Managing Marketing Information to Gain Customer Insights: part I
10 Outubro 2014, 15:30 • Joanna Krywalski Santiago
1. Domino's Pizza case study.
2. Marketing Information and Customer Insights.
3. Marketing Information Systems (MIS)
4. Assessing Marketing Information Needs.
5. Developing Marketing Information: sources of information.
6. Internal databases.
7. Marketing intelligence.
8. Marketing research.
Managing Marketing Information to Gain Customer Insights: part I
10 Outubro 2014, 13:30 • Joanna Krywalski Santiago
1. Resuming chapter III: questions, doubts.
2. Domino's Pizza case study.
3. Marketing Information and Customer Insights.
4. Marketing Information Systems (MIS)
5. Assessing Marketing Information Needs.
6. Developing Marketing Information: sources of information.
7. Internal databases.
8. Marketing intelligence.
9. Marketing research.
Analyzing the Marketing Environment, part II
9 Outubro 2014, 13:30 • Joanna Krywalski Santiago
1. Demographic Environment
- baby boomers,
- generation X,
- Millenials,
- generation Z.
2. Economic Environment
- industrial economies, developing economies, subsistence economies;
- changes in consumer spending.
3. Natural environment (trends).
4. Technological environment.
5. Political and social environment ( socially responsible behavior, cause-related marketing).
6. Cultural environment.
7. Responding to the marketing environment.
8. McDonald's environment analysis.