Marketing 2030 Chapter 4.docx

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22 Apr 2012
Find information in order to develop marketing objectives, selecting a target market, positioning,
and developing product, place, price, promotion strategy
The Marketing Information System:
o Gathers, stores, and distributes relevant and timely marketing information to its managers
o Includes three components:
Computer hardware and software to analyze the data and create reports
MIS experts who actually manage the process to generate and distribute the needed
information to system users
Information in the MIS comes from:
Internal Data:
Works with a variety of information from within the company to produce reports on the results
of sales and marketing activities
System allows salespeople and sales managers in the field to access the internal records through
a company intranet
Intranet: Internal corporate communication network that uses internet technology to link
company departments, employees, and databases
o Marketing Intelligence:
Marketers get information about everyday happenings in the marketing environment
Allows firms to monitor conditions that affect/create demand for products
Scenarios: Possible future situations that futurists use to access the likely impact of alternative
marketing strategies
o Marketing Research:
The process of collecting, analyzing, and interpreting data about customers, competitors, and
the business environment in order to make a specific marketing decision.
Used for unique information whereas marketing intelligence is used to keep up with happenings
in the marketplace
Secondary Research: Research collected for a purpose other than the decision at hand
Syndicated Research: Research by firms that collect data on a regular basis and sell the reports
to multiple firms
Primary Research: Research conducted by or for a single form to provide information for a
specific marketing decision
o Acquired Databases:
Uses external databases to get information
Marketing Decision Support Systems:
o Included in the MIS in order to make the MIS more adequate and specific
o MDSS is the data, analysis, software, and interactive software that allow managers to conduct
analyses and find the information they need in the MIS
Searching for Goal: Data Mining:
o Sophisticated analysis techniques t take advantage of the massive amount of transaction information
now available
o Process where analysts sift through massive amounts of data to identify unique patterns of
behaviour among different customer groups
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