BUS 343 Chapter 4: Marketing: Real People, Real Decision (3rd Edition): Chapter 4
25 May 2011
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Document Summary
Knowledge is power: marketers must have information that is accurate, up to date, and relevant to make good decisions. The marketing information system: marketing information system (mis) procedure developed by a firm to continuously gather, sort, analyze, store, and distribute relevant and timely marketing information to its managers. Internal data system: uses a variety of information from within the company to produce reports on the results of sales and marketing activities, can also provide access to various information to better serve the customer. research made by other people can be used but may not be suited specifically for your problem: syndicated research reports. collecting fairly general data on a regular basis and selling the information to many firms: primary research reports. research report designed specifically for your problem. Marketing decision support system: mdss includes analysis and interactive software that allow managers to conduct analyses and find the information they need.
