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Chapter 4 Managing Marketing Informa

Chapter 4 Managing Marketing Informa

ID：43705708

大小：3.92 MB

页数：55页

时间：2019-10-13

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1、Chapter4 ManagingMarketingInformationLearningGoalsExplaintheimportanceofinformationtothecompanyDefinethemarketinginformationsystemOutlinethestepsinthemarketresearchprocessExplainhowcompaniesanalyzeanddistributeinformationDiscussspecialissuesfacingmarketresearchers

2、2LearningGoalsExplaintheimportanceofinformationtothecompanyDefinethemarketinginformationsystemOutlinethestepsinthemarketresearchprocessExplainhowcompaniesanalyzeanddistributeinformationDiscussspecialissuesfacingmarketresearchers3CaseStudy NewCokeNewCokeproductfail

3、urePoorsalesOver1,500phonecallsadayfromangrycustomersOldcokereturnsinonly3monthsDuelargelytoresearchfailureTestedontasteonly–notintangiblesDecisionsbasedon60%ratingsAllfor$4million!4-44LearningGoalsExplaintheimportanceofinformationtothecompanyDefinethemarketinginf

4、ormationsystemOutlinethestepsinthemarketresearchprocessExplainhowcompaniesanalyzeanddistributeinformationDiscussspecialissuesfacingmarketresearchers5MarketingInformationSystemMarketingInformationSystem(MIS)Consistsofpeople,equipment,andprocedurestogather,sort,anal

5、yze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.6MarketingInformationSystem7MarketingInformationSystemInteractswithinformationuserstoassessinformationDevelopsneededinformationfrominternalandexternalsourcesHelpsusersanalyzein

6、formationformarketingdecisionsDistributesthemarketinginformationandhelpsmanagersuseitfordecisionmaking8PeopleSoftmarketsdatabasestooptimizecustomerrelationshipmanagement9AssessingMarketingInformationNeedsTheMISservescompanymanagersaswellasexternalpartnersTheMISmus

7、tbalanceneedsagainstfeasibility:NotallinformationcanbeobtainedObtaining,processing,sorting,anddeliveringinformationiscostly10DevelopingMarketingInformationInternaldataisgatheredviacustomerdatabases,financialrecords,andoperationsreportsAdvantagesincludequick/easyac

8、cesstoinformationDisadvantagesstemfromtheincompletenessorinappropriatenessofdatatoaparticularsituationInternaldataMarketingintelligenceMarketingresearch

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