ADMS 4260 Study Guide - Quiz Guide: Quasi

• School: York University
• Department: Administrative Studies
• Course: ADMS 4260
• Professor: all

Document Summary

In the text, churchill, brown & suter distinguish between the two sources of information about marketing problems/opportunities depicted below. Systems-based intelligence (e. g. , information) is recurring in nature and can be gathered by marketing information. Systems (mis) and marketing decision support systems (mdss). Intelligence, on the other hand, refers to non-recurring information that relates to specific, Most of the information needed to make marketing decisions is predictable, can be harvested from databases that capture data from normal business operations. Current information is available at low cost when managers need it. Information may not be relevant for unusual problems/opportunities. Costly, not immediately available, value of information is short-lived. Useful for unusual situations where information from normal operations is not relevant. Methods/procedures for regular, planned collection, analysis, reporting of information for marketing decision-making. Decision support systems (mdss) coordinated hardware, software, data, & systems for gathering & interpreting marketing information.