BUS 448 Chapter Notes - Chapter 4: Aquafina, Switching Barriers, Barter

• School: Stony Brook University
• Department: Business Management
• Course: BUS 448
• Professor: Camille Abbruscato

Document Summary

Bus 448 - marketing strategy | chapter 4 textbook/chapter 3 lesson. How much data and info do i need: so much data; too hard to know everything, cost of collecting has gone down. Data = collection of #s/facts tht have potential to provide info: not informative til person or process transforms or combines them w/ other data in manner that makes useful to decision makers. Info is only as good as data from which it comes from. Sit analysis val only if it improves quality of mkting plan. Difficult to estimate benefits of improved decisions. Situation analysis assess quality, adequacy and timeliness of data and info used for analysis and synthesis. Analysis should be ongoing; real time analysis is useful and helps make org successful. Tracking internal, customer, external env: change in one environment can cause shift in the other. Eval of firm"s internal environment w/ respect to objectives, strategy, perf, allocation of resources, structural characteristics, and political climate.