BUS 343 Chapter 4: BUS 343 - Chapter 4.pdf

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Document Summary

4 ways to fail in marketing: making decisions without evidence-based information, having insufficient information (or too much of it!, making decisions with true but irrelevant information, true and relevant information available but not used in decision making. Procedure developed by a firm to continuously gather, sort, analyze, store and distribute relevant and timely marketing information to its managers. Mis includes 3 three important components: 4 types of data. The data, analysis software and interactive software that allow managers (even if they are not technologically savvy) to conduct analysis and find the information they need. Information for marketing decisions mis experts who manage the process to generate and distribute the needed information. Methods to measure customer satisfaction: customer satisfaction surveys. Most surveys come in three sections: global satisfaction rating of the company, detailed satisfaction rating of goods or services. Intention to purchase the firms offerings: mystery shopping.

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