MKT 2210 Lecture Notes - Online Database, Marketing Effectiveness, Cash Flow

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Internal database: information gathered from sources within the company that can be evaluate marketing performance and to detect marketing problems and opportunities. Information in the database can come from many sources. The accounting department prepares financial statements and keeps detailed records of sales, costs, and cash flow. Manufacturing reports on production schedules, shipments, and inventories. The sales force reports on reseller reactions and competitor activities. The marketing department maintains a database of customer demographics, psychographics, and buying behaviour. The customer service department provides information on customer satisfaction or service problems. Marketing intelligence: the systematic collection and analysis of publicity available information about competitors and development in the marketing department. Marketing intelligence can be gathered from many source; can be collected from the company"s own personnel- executives, engineer and scientists, purchasing agents, and the sales force. For a fee companies can subscribe to online database or information search services.

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