MGT252H5 Chapter Notes - Chapter 5: Marketing Mix, Focus Group, Eye Tracking
Document Summary
Types of information: needed to assess market share and market potential and measure the. Internal (sales, real estate, hr, inventory, etc. ) effectiveness of elements of the marketing mix (4 ps: competitors. Macroenvironment: demographic , economic, natural, technological, political, legal and. Interacts with info users to assess current info needs: develops needed information from internal and external sources, helps users analyze information for decisions, distributes the information and helps managers use it for decision making. The mis serves internal employees as well as external partners (suppliers, resellers, marketing service agencies ): advertising, pr, market research. Example: walmart gives important suppliers (p&g, unilever) access to information on consumer buying patterns and inventory levels: mis must balance needs vs feasibility: however, not all information can be obtained. Obtaining, processing, sorting, maintaining, and delivering information is costly: obtaining marketing information. Internal data: electronic collections of consumer and market information obtained from data sources within the company"s network.
