MKT 300 Study Guide - Final Guide: Decision Support System, Business Intelligence, Deontological Ethics

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Jane Saber

Document Summary

Internal: strength & weakness: external: opportunity & threats. Optimize business decisions who buy, why buy, what want, who in marketplace. Research design, gather, analyze & report into metrics. Purpose of research & metrics link with consumer, info for decision making. Online research & metrics computer networks, assist data collection. Internal reports (orders, billing, inventory: business intelligence, business decision support system, business research system. Information sources: accessing data, collection forms, sample plan & size, collect data, analyze, report, need, problem, objectives, design. Nominal: use mode (demographics & education = nominal) Interval/ratio when a zero is there: use mean. ** use at least 30 respondents (central limit theorem) H0 = null hypothesis = nothing happen, no impact/difference. Marketing metrics what should be done & why (price, place, product, promotion, target market) Price important unless low elasticity of demand. Fixed costs don"t change (eg. advertising, sales, fixed distribution, ppe, tools) Variable costs vary with each produced (eg. salary, materials)