MKTG 471 Lecture Notes - Lecture 22: Decision Support System
19 May 2018
School
Department
Course
Professor
Marketing 471 Lecture 22
Step 4: Interpreting research findings
1st step in drawing conclusions
Analyzed statistical interpretation
Careful interpretation
Managers must understand research results and relate them
Step 5: reporting Research Findings
Formal Written document, level of detail, clear objectives, intended audience,
point out deficiencies in data, give summary and recommendations,
Tech to improve marketing
Accessible, CRM, internal research, array of valuable information
management information systems
framework for managing and structuring information gathered regularly from
sources inside and outside org
Important assets for effective strategies
Provides continuous flow of information about prices, advertising expenditures,
sales, competition and distribution expenses
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Managers must understand research results and relate them. Formal written document, level of detail, clear objectives, intended audience, point out deficiencies in data, give summary and recommendations, Accessible, crm, internal research, array of valuable information management information systems framework for managing and structuring information gathered regularly from sources inside and outside org. Provides continuous flow of information about prices, advertising expenditures, sales, competition and distribution expenses. Collection of info arranged for easy access tap into abundance of info in making marketing decisions. Use commercial databases to obtain useful info for marketing decisions. Crm identify different types of customers and strategies for them. database of current and potential consumers, wide range of demographic lifestyle, purchase information deliver differential messages according to each consumer"s preferences and characteristics through established and new media channels. Tracking customer relationships to monitor the costs of retaining individual customers and the lifetime value of their purchases. Custom computer software aids marketing managers in decision making.
