MKT-3050 Chapter Notes - Chapter 4: Safety Data Sheet, Anti-Spam Techniques, Neuromarketing
Document Summary
Knowledge is power: successful market planning depends upon informed decision-making. Information is the fuel that runs the marketing engine. Lecture notes: successful planning requires that managers make informed decisions. Marketing research is the critical function that provides this necessary information: while this may sound like a straightforward proposition, careful coordination and control is called for in order to ensure that research is conducted in an ethical manner. This means that marketing research should be conducted in an above board manner which does no harm to the participant, either physically, or mentally. It also means that marketers need to respect consumers privacy. Marketers must clearly explain to respondents how their data will be stored, used, and reported, as well as disclosing the degree to which their individual confidentiality and anonymity will be protected. The marketing information system helps users by bringing a variety of information together and distributing it via reports, to a variety of users.
