MKT 500 Chapter Notes - Chapter 5: United States Census Bureau, User-Generated Content, Longitudinal Study

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

Secondary data can be used to determine the population and growth rate in almost any geographical area. Used to evaluate market performance: ex. Gasoline and fuel taxes can be used by petroleum marketers to determine the amount of fuels consumed in a country. Internal secondary data: data that have been collected within the firm. Such data include sales records, purchase requisitions, and invoices. Database marketing: the process of building, maintaining , and using customer databases and other databases to contact, transact, and build customer relationships. Database: refers to a collection of data and information describing items of interest. Internal databases: databases consisting of information gathered by a company, typically during the normal course of business transactions. Customer relationship management (crm): when companies use their internal databases for purposes of direct marketing and to strengthen relationships with customer. Data mining: the name of software that helps mangers make sense out of seemingly senseless masses of information contained in databases.