BUS 343 Chapter Notes - Chapter 3: Decision Support System, Marketing Intelligence, Data Warehouse

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Zaheer Jiwani

Document Summary

Marketing research ethics: taking an ethical and above-board approach to conducting marketing research that does no harm to the participant in the process of conducting the research. Marketing information system (mis): a process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users. Four types of data (internal company data, marketing intelligence, marketing research, and acquired database: computer hardware and software to analyze the data and to create reports, output for marketing decision makers**** Intranet: an internal corporate communication network that uses internet technology to link company departments, employees, and databases. ****intranets are secured so that only authorized employees have access. Marketing intelligence system: a method by which marketers get information about everyday happenings in the marketing environment. Marketing research: the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness.