MARK312 Lecture Notes - Marketing Mix, Thomson Corporation, Customer Relationship Management
7 Sep 2014
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Chapter 1 the role of marketing research in. To effectively accomplish their goals, firms today have adopted the marketing concept, which requires two orientations: consumer, system. Want to avoid consideration of poor info, so need to have understanding of research techniques. B. / the value of marketing research two examples. 1. / customer relationship management (crm) a. / knowledge of the market. Use it to develop satisfied customers b. / effective training programs. Employees understand proper data collection techniques c. / employee empowerment and teamwork. Crm gathers market driven data to learn more about customers" needs and behaviours for the purpose of delivering added value and satisfaction to the customer. = the overriding goal is to provide the necessary data and technology to monitor customer changes while . = changes in the external environment cause changes in the marketing mix. = the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management.
