ADM 2320 Study Guide - Final Guide: Development Business, Dynamic Pricing, User Fee

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: All

Document Summary

Marketing information: is fresh and deep insights into customers needs and wants. Its difficult to obtain, not obvious and even customers are unsure of why they behave the way they do. Better information not more is more effective use of existing information. Consists of people and procedures for assessing information needs developing the needed information helping decision makers to use the information to generate and validate actionable customer and market insights. Mis provides information to the marketing managers as well as helps third parties (suppliers, retailers, partners) A good mis balances the information users would like to have against what they really need and what is feasible to offer. Internal databases are electronic collections of consumer and market information obtained from data sources within the company network. (accounting, sales reporting system, operations/production: marketing intelligence. Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace: marketing research.