MKTG 2201 Chapter Notes - Chapter 4: Consumer Privacy, Simple Random Sample, Marketing Intelligence
16 Dec 2016
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Document Summary
Customer insights: fresh understandings of customers and the marketplace derived from marketing information that becomes the basis for creating customer value and relationships. Marketing information systems: people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and insights. market. Internal databases: electronic collections of consumer and market information obtained from ata sources within the company network. Competitive market intelligence: the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. Marketing concept: a management orientation that focuses on identifying and satisfying c onsumer needs to ensure the organization"s long-term profitability. Market research: the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Exploratory research: marketing research used to gather preliminary information that will help define problems and suggest hypotheses.
