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Related Flashcards
Related Topics
Cards In This Set
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Marketing information systems
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Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate info
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How to assess marketing information needs
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Assess the info needs
develop needed info
analyze info
distribute info
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What does marketing information systems provide
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Provides information to the company's marketing and other managers and external partners such as suppliers, resellers and service agencies
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Where can marketers obtain data from
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Internal data
marketing intelligence
marketing research
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Internal databases
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Electronic data obtained from the company's accounting, sales, customer service ad marketing departments
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Advantages of internal databases
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Can be accessed more quickly
less expensive
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Disadvantages of internal databases
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Incomplete info, wrong form for decision making, timeliness of info, amount of info, need for better equip. and techniques
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Marketing intelligence
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The systematic collection and analysis of publicly available information about competitors and developments in the marketplace
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Goal of marketing intelligence
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To improve strategic decision making, access and track competitors actions and provide early warning of opportunities and threats
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Marketing research
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The systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization
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Steps in the marketing research process
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1 defining problem/objectives 2 developing a plan to get info 3 implementing the plan, collecting + analyzing data 4 interpreting/reporting findings
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Exploratory research
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The gathering of preliminary information that will help to define the problem and suggest hypotheses
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Descriptive research
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Is to describe things such as market potential for a product of the demographics and attitudes of consumers who buy the product
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Casual research
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Is to test hypotheses about cause and effect relationships
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Research plan
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Outlines existing data, spells out research approaches, contact methods, sampling plans, and instruments used to gather data
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