Management and Organizational Studies 2320A/B Lecture Notes - Electronic Data Interchange, Marketing Intelligence, Customer Service

8 views4 pages
Marketing: Lecture Two January 22nd
Marketing
Attract customers by promising superior value
Build long term relationships with customers by providing things that aren’t shitty
Core concepts
Customers have needs, wants and demands
You can offer products, services, information and experiences
Customers seek value and satisfaction
Markets involve the exchange of things and relationships
Markets are made of potential customers
Integrated marketing plan
Marketing mix: product, price, place, promotion
Marketing program: marketing activity that something or other
Customer relationships management system
Corporate software system that collects and organises customer data and provides information tools:
marketing mangers
Customer service representatives
Sales representative
CRM systems attempt to capture information on something
Who is responsible for developing marketing research info?
MIS (marketing info system): every person or thing involved in collecting, analysing and presenting data
for marketing decision
Internal: mis department (in house)
External: mis e.g. marketing research companies (can be hired or you can buy their research/databases
Developing marketing info
Internal data- micro environment
The collection of information that the company departments/suppliers/re-sellers can supply (Accounting
costs, production capacity, marketing/buyer behaviour, sales/competitive actions
EDI (electronic data interchange)
DM (buy from Dell what does Dell know about you? Meet yourself)
Marketing intelligence macro environment
Systematic collection and analysis of publicly available data (secondary data)
Formal (e.g. national statistics, industry watch dogs, internet, financial statements & press releases)
Informal (e.g. garbage search, chats, etc.)
Unlock document

This preview shows page 1 of the document.
Unlock all 4 pages and 3 million more documents.

Already have an account? Log in

Document Summary

Build long term relationships with customers by providing things that aren"t shitty. You can offer products, services, information and experiences. Markets involve the exchange of things and relationships. Marketing program: marketing activity that something or other. Corporate software system that collects and organises customer data and provides information tools: marketing mangers. Crm systems attempt to capture information on something. Mis (marketing info system): every person or thing involved in collecting, analysing and presenting data for marketing decision. External: mis e. g. marketing research companies (can be hired or you can buy their research/databases. The collection of information that the company departments/suppliers/re-sellers can supply (accounting costs, production capacity, marketing/buyer behaviour, sales/competitive actions. Systematic collection and analysis of publicly available data (secondary data) Formal (e. g. national statistics, industry watch dogs, internet, financial statements & press releases) Marketing research: systematic design, collection, analysis and reporting of data on a specific marketing situation facing the company.

Get access

Grade+
$10 USD/m
Billed $120 USD annually
Homework Help
Class Notes
Textbook Notes
40 Verified Answers
Study Guides
Booster Classes
Class+
$8 USD/m
Billed $96 USD annually
Homework Help
Class Notes
Textbook Notes
30 Verified Answers
Study Guides
Booster Classes