UGBA 10 Lecture Notes - Lecture 18: Social Media Measurement, Mintel, Marketing Intelligence

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: Briginshaw John

Document Summary

Many sources of marketing information - internal and external. A company"s business model affects what it knows internally about its customers. Retailers and other direct sellers or service providers know more than manufacturers and companies selling through others. Social media has greatly increased manufacturers" ability to connect with customers. Have some limitations and advantages over primary information sources. It can be cheaper than conducting original research. Mintel report overview on berkeley library resources- attitudes towards gaming. Tophat question: 2 types of reasons to believe - positioning: target, frame of reference, key benefit, and reason to believe. What are the two types: must-haves/table stakes and differentiators. In the report there is information about the most commonly mentioned must-haves that video game consumers expect to have. Commonly indicated feature that video game players expect a game to have. Introducing outward bound - program based in us, outdoors, operated as independent, process to integrate and become one organization.