Ch07_NE - Decision Support Systems and Marketing Research...

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Prepared by Deborah Baker Prepared by Deborah Baker Texas Christian University Texas Christian University Canadian Adaptation by Miguel Morales Canadian Adaptation by Miguel Morales Saint Mary’s University Saint Mary’s University COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Decision Support Systems  and Marketing Research Chapter 7
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2 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives 1. Explain the concept and purpose of a  marketing decision support system. 2.  Define marketing research and explain  its importance to marketing decision  making. 3.  Describe the steps involved in  conducting  a marketing research project.
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3 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 4.  Discuss the profound impact of the  Internet on marketing research. 5.  Discuss the growing importance of  scanner-based research. 6.  Explain the concept of competitive  intelligence.
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4 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Marketing Decision Support  Systems A marketing decision support  system (DSS) is an interactive,  flexible computerized information  system that enables managers to  obtain and manipulate information  as they are making decisions.
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5 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  DSS System Characteristics Accessible Discovery Oriented Flexible Interactive Characteristics of a DSS System
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6 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Database Marketing The creation of a large  computerized file of  customers’ and potential  customers’ profiles and  purchase patterns.
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7 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Marketing Research The process of planning,  collecting, and analyzing  data relevant to a marketing  decision.
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8 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Diagnostic Diagnostic Predictive Predictive Descriptive Descriptive Gathering and presenting factual  statements Explaining data Attempting to estimate the  results of a planned marketing  decision Roles of Marketing Research
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9 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Management Uses of  Marketing Research Improve the quality of decision making Trace problems Focus on keeping existing  customers Understand the ever-changing  marketplace Market Research at IATA
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10 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved 
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Ch07_NE - Decision Support Systems and Marketing Research...

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