MGMA01H3 Chapter Notes - Chapter 5: Customer Relationship Management, Focus Group
25 Sep 2013
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Customer insights: fresh understandings of customers/ marketplace to get new marketing info. Mis ( marketing information systems): people and procedures for assessing info needs, developing the needed information, and helping decision makers to use the info to generate and validate actionable customer and market insights. A good mis balances info users would like to have against what they really need and what is feasible to offer. Internal databases: electronic collections of consumer and market info obtained from data sources within the company"s network. Competitive marketing intelligence: the systematic collection and analysis of publicly available info about consumers, competitions and developments in marketing environment. Marketing research: the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Marketing research project objectives ( one of the three): Exploratory research: marketing research to gather preliminary info that will help define problems and suggest hypotheses.
