week 5 - Marketing management Week 5 Market analysis Market...

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Marketing  Marketing  management management Week 5 - Market analysis Week 5 - Market analysis
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Market analysis Market analysis Objectives - Week 5 - identify the importance of appropriate market  information - describe the role of market research - establish the philosophy that good marketers  analyse data to produce information - demand forecasting.
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Information Information There is an old saying in business: Information, information, information  everywhere, but no one stops to think!
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Assessing information needs Assessing information needs ‘A good Marketing Information System (MIS)  balances the information managers would  like to have against what they really need  and what it is feasible to acquire or  monitor’. Kotler et al. (p. 205)
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MIS MIS
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Sources of information (1) Sources of information (1) Today we are surrounded by information  and marketers must take special care to  ‘listen’ to what is relevant, and exclude the  ‘noise’.
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