MARK 300 Chapter 4: Mark 300 Ch 4 Notes
Document Summary
Big data- huge and complex data sets generated by today"s sophisticated information generation, collection, storage, and analysis of technologies. Customer insights- fresh marketing information based understandings of customers and the marketplace that become the basis for creating customer value, engagement, and relationships. Marketing information systems (mis)- 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 market insights. Internal databases- collections of consumer and market information obtained from data sources with company network. Competitive marketing intelligence- systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace. Marketing research- systematic design, collection, analysis, and reporting of data relevant to a speci c marketing situation facing an organization. De ning problem and research objectives > developing research plan for collecting information > implementing research plan > interpreting and reporting ndings. 3 types of objectives: exploratory research.
