Textbook Notes (368,214)
Canada (161,710)
MGMA01H3 (184)
Angela Xu (6)
Chapter 5

Chapter 5.docx

6 Pages
69 Views
Unlock Document

Department
Management (MGM)
Course
MGMA01H3
Professor
Angela Xu
Semester
Fall

Description
Chapter 5managing marketing information to gain customer insights Marketing information and customer insights Other marketing information considerationsCustomermarket insighthelps build customer value and relationshipsCustomer insights fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationship o Dont become customer controlledwhere you basically give everything customers wantMarketing information system MIS ppl and procedures for assessing information needs developing the needed information and helping decision makers touse the information to generate and validate actionable customer and market insights o Assess information needs o Develop needed infoAssessing marketing information needsConsider the need of all users when designing an ISGood MIS balances info users wouldlike to have against what they really need and what is feasible to offer Developing marketing information Internal dataInternal databases electronic collections of consumer and market information obtained from data sources within the companys network o Assessed cheaply and quicklyo Can be incomplete wrong form for making marketing decisions o Data ages quicklyMarketing intelligenceMarketing intelligence the systematic collection and analysis of publicly available information about consumers competitors and development in the marketing environment o To improve strategic decision making by Understanding the consumer environmentAssessing and tracking competitors actionsProviding early warnings of opportunities o Competitive intelligenceget early warnings or competitor moves and strategies newproduct launches etcStrategic thinking o Ethical issues
More Less

Related notes for MGMA01H3

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit