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

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Hooymeyer

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.