System developing information internaldata marketing

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Unformatted text preview: operations reports. • Advantages of internal data include quick/easy access to information. • Disadvantages stem from the incompleteness or inappropriateness of data to a particular situation. 5­ 7 Marketing Info. System Developing Information • Internal data • Marketing intelligence • Marketing research • Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment. • Competitive intelligence gathering activities have grown dramatically. • Many sources of competitive information exist. 5­ 8 Marketing Info. System Sources of Competitive Intelligence • Company employees • Internet • Garbage • Published information • Competitor’s employees • Trade shows • Benchmarking • Channel members and key customers 5­ 9 Marketing Info. System Developing Information • Internal data • Marketing intelligence • Marketing research • Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. • Steps in the marketing research 5­ 10 Marketing Info. System • Steps in the Marketing Research Process: Defining the problem and research objectives. Developing the research plan for collecting information. Implementing the research plan – collecting and analyzing the data. Interpreting and reporting the findings. 5­ 11 Marketing Info. System • Step 1: Defining the problem and research objectives Don’t confuse the symptoms of the problem...
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This note was uploaded on 06/28/2010 for the course MKTG 00HP01 taught by Professor Himanshu during the Spring '10 term at Indiana Institute of Technology.

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