MKTG 2030 Chapter Notes - Chapter 3: Computer Hardware, Scale-Invariant Feature Transform, Affinity Analysis
6 Nov 2014
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To make good decisions, marketers must have info that is accurate, up to date and relevant. Marketing research ethics: taking an ethical and above-board approach to conducting mktg research that does no harm to the participant in the process. Firms who abuse consumer trust risk damaging their reputation and also make it hard to attract participants in the future. Mis: process that determines what information marketing managers need and then gathers, sorts, analyzes, stores and distributes relevant and timely mktg information to system users. Internal (uses info from within firm to produce reports on sales/mktg activities ex. sale records, inventory in stock and back-ordered, shipments, returns). Access internal records through company intranet which is an internal corporate communication network that uses internet technology to link company depts. , employees and databases. Allows employees immediate access to info providing up to date data of sales patterns/opps and progress towards firm goals.
