BUS 343 Chapter Notes - Chapter 3: Sales Process Engineering, Affinity Analysis, Decision Support System

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Jason Ho

Document Summary

Taking an ethical and above-board approach to conducting marketing research that does no harm to the participant in the process of conducting the research. A process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users. 4 types of data internal company data, marketing intelligence, marketing research, acquired databases maketing intelligence system a method by which marketers get information about everyday happenings in the marketing environment. Marketing research the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness syndicated research. Research by firms that collect data on a regular basis and sell the reports to multiple firms. Research conducted for a single firm to provide specific information its managers need. The data, analysis software, and interactive software that allows managers to conduct analyses and find the information they need.