ADMS 2200 Chapter Notes - Chapter 5: Global Marketing, Sample Size Determination, Marketing Intelligence

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Li Lee

Document Summary

This chapter looks at how companies develop and manage information about important marketplace elements. This chapter is an examination of marketing information systems designed to assess the firm"s marketing information needs, develop the needed information, and help managers to use the information to gain actionable customer and market insights. More than 60 years ago, p&g"s tide revolutionized the industry as the first detergent to use synthetic compounds rather than soap chemicals for cleaning clothes. For decades, tide has been positioned on superior performance. Tide means a lot more than just getting clothes clean. So, tide has been on a mission to unearth and cultivate the deep connections customers have with it. The marketing research impacted everything the brand did moving forward. Tide, the marketers decided, can do more than solve women"s laundry problems. It can make a difference in something they truly care about the fabrics that touch their lives. According to tide"s research, the answer is yes.