COMM 131 Chapter Notes - Chapter 5: Global Marketing, Psychographic, Eye Movement
26 Aug 2013
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Chapter 5: managing marketing information to gain insights. To create customer value and build relationships, marketers must first gain fresh, deep insights into what customers need and want this comes from good marketing info. In general, you don"t need more information, you just need better information. Don"t give customers everything they want, just what they need. The mis primarily serves the company"s managers but also provides info for external partners like suppliers, resellers, or marketing services agencies. Companies must also assess whether the value and gains of the info outweigh the costs. These are electronic collections of consumer and market information obtained from data sources within the company network. Managers can access this info and identify marketing opportunities and problems, plan programs, and evaluate performance can provide a strong competitive advantage. Contains info about demographics, psychographics, sales transactions, website visits, etc.
