BUS 343 Chapter Notes -Complex Analysis, Data Mining, Computer Hardware

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Todd Green

Document Summary

Marketing: procedure developed by a firm to continuously gather, sort, analyze, store and distribute relevant and timely marketing information to its managers. 3 components: four types of data (internal data, marketing intelligence, marketing research, acquired databases), computer hardware and software, mis experts. Internal data: internal records of sales such as quantity purchased. Intranet: an internal corporate communication network that links internet technology to company departments, employees and databases. Marketing intelligence: a method by which marketers get information about everyday happenings in the marketing environment: newspapers, publications, observations. Scenarios: possible future situations that futurists use to assess the likely impact of alternative marketing strategies. Marketing research: the process of collecting, analyzing and interpreting data about customers, competitors, and the business environment to make a specific marketing decision: needed when unique information is required for specific decisions. Secondary research: research collected for a purpose other than the decision at hand.