MARK 201 Chapter Notes - Chapter 5: Shoppers Drug Mart, Marketing Intelligence, Neuromarketing
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E(cid:454) a(cid:272)ti(cid:448)ia (cid:862)feeli(cid:374)g good starts fro(cid:373) the i(cid:374)side(cid:863) (cid:272)a(cid:373)paig(cid:374) Found that women are always their own worst critics. Knowing this about their target market allowed them to make a campaign based on customer info gathered on their target demographic. This criteria of their demographic could seem irrelevant but it led them to their campaign. Marketing managers get this customer info from the marketing information system. Marketing info system gets their info from marketing environment. Data is one thing but the information comes from the data. Too much info can be very costly and not very beneficial. Data that the company had inside their own databases. Not necessarily for marketing purposes but it could come from the sale sor finance dept. Many ways of getting data from your competitors. Marketing team can use this type of data. This info is mainly from the customers themselves except for service problems and competitor activities. Get this info from consumers, competitors and marketplace.
