MK 370 Chapter Notes - Chapter 1: Image Analysis, Swot Analysis, Marketing Effectiveness
22 Aug 2016
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Document Summary
Marketing research (process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem) Purpose: link the consumer to the marketer by providing information that can be used in making marketing decisions. Competitive analysis: generate, refine, and evaluate potential marketing actions. Customer/employee/distributor satisfaction studies: improve marketing process. Marketing information system (mis) (people, equipment, and procedures used to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers). Internal reports system (gathers information generated by orders, billing, receivables, inventory levels, stockouts, etc). Marketing intelligence system (procedures and sources used by managers to obtain everyday info about developments in the environment). Marketing decision support system (data that may be analyzed using tools that assist managers in decision making). Marketing research system (gathers information not gathered by the other mis component subsystems).
