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undergraduate CONTROL - Evaluation and Control Assessing...

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Evaluation and Control
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Assessing Value A good MIS balances the information that managers would like to have against what they really need and what is feasible to provide. Is the value of the information worth the costs?
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Stage of Managerial Sophistication 1. Stage of Ignorance 2. Stage of Blind Faith 3. Stage of Disillusionment 4. Stage of Sophistication There are three types of managers: Those who watch things happen Those who make things happen Those who wonder what happened
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Data Needs What are the met and unmet needs and problem areas for consumers What behaviors characterize consumers? What benefits do consumers seek to achieve? What problems do consumers attempt to solve? What solutions do consumers use? What dissatisfactions exist for consumers?
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What is measured in marketing? States of being: age, income, education, family States of mind: attitudes, beliefs, opinion, preferences Behavior: physical acts or evidence of acts
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Organizing Marketing Efforts After collecting data and understanding the marketplace, energy within the organization must be organized to ensure the successful execution of marketing activities.
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Evolution of Marketing Organization Top Executive Sales Executive Sales Force External Marketing Functions
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Evolution of Marketing Organization Top Executive Sales Executive Sales Force Marketing Director External Marketing Functions
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Evolution of Marketing Organization Top Executive Sales Executive Sales Force Non-sales Marketing Functions Marketing Executive
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  • Fall '08
  • Lawrence
  • Marketing, Market Market Market, Executive Executive VP of Marketing & Sales Sales Executive Sales Force Marketing, Executive Sales Executive Sales Force Marketing Director External Marketing Functions, Executive Sales Force, Sales Executive Sales

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