CH04 - Managing Marketing Informa

《CH04 - Managing Marketing Informa》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、ManagingMarketingInformationChapter4LearningGoalsExplaintheimportanceofinformationtothecompanyDefinethemarketinginformationsystemOutlinethestepsinthemarketresearchprocessExplainhowcompaniesanalyzeanddistributeinformationDiscussspecialissuesfacingmarke

2、tresearchers2LearningGoalsExplaintheimportanceofinformationtothecompanyDefinethemarketinginformationsystemOutlinethestepsinthemarketresearchprocessExplainhowcompaniesanalyzeanddistributeinformationDiscussspecialissuesfacingmarketresearchers3CaseStudy

3、NewCokeNewCokeproductfailurePoorsalesOver1,500phonecallsadayfromangrycustomersOldcokereturnsinonly3monthsDuelargelytoresearchfailureTestedontasteonly–notintangiblesDecisionsbasedon60%ratingsAllfor$4million!4-44LearningGoalsExplaintheimportanceofinform

4、ationtothecompanyDefinethemarketinginformationsystemOutlinethestepsinthemarketresearchprocessExplainhowcompaniesanalyzeanddistributeinformationDiscussspecialissuesfacingmarketresearchers5MarketingInformationSystemMarketingInformationSystem(MIS)Consist

5、sofpeople,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.6MarketingInformationSystem7MarketingInformationSystemInteractswithinformationuserstoassessinformationDevelopsne

6、ededinformationfrominternalandexternalsourcesHelpsusersanalyzeinformationformarketingdecisionsDistributesthemarketinginformationandhelpsmanagersuseitfordecisionmaking8PeopleSoftmarketsdatabasestooptimizecustomerrelationshipmanagement9AssessingMarketin

7、gInformationNeedsTheMISservescompanymanagersaswellasexternalpartnersTheMISmustbalanceneedsagainstfeasibility:NotallinformationcanbeobtainedObtaining,processing,sorting,anddeliveringinformationiscostly10DevelopingMarketingInformationInternaldataisgathe

8、redviacustomerdatabases,financialrecords,andoperationsreportsAdvantagesincludequick/easyaccesstoinformationDisadvantagesstemfromtheincompletenessorinappropriatenessofdatatoaparticularsituationInternaldataMarketingintelligenceMarketingresearchS