New mktng - AGlobalPerspective 4 ManagingMarketing Information PhilipKotler GaryArmstrong SweeHoonAng SiewMengLeong ChinTiongTan OliverYauHonMing

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Managing Marketing  Information A Global Perspective A Global Perspective 4 4 Philip Kotler Philip Kotler Gary Armstrong Gary Armstrong Swee Hoon Ang Swee Hoon Ang Siew Meng Leong Siew Meng Leong Chin Tiong Tan Chin Tiong Tan Oliver Yau Hon-Ming Oliver Yau Hon-Ming 4-1
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4-2 Learning Objectives After studying this chapter, you should be able to: 1. Explain the importance of information to the company and its understanding of the marketplace 2. Define the marketing information system and discuss its parts 3. Outline the steps in the marketing research process 4. Explain how companies analyze and distribute marketing information 5. Discuss the special issues some marketing researchers face, including public policy and ethics
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4-3 Chapter Outline 1. Assessing Marketing Information Needs 2. Developing Marketing Information 3. Marketing Research 4. Analyzing Marketing Information 5. Distributing and Using Marketing Information 6. Other Marketing Information Considerations
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4-4 A marketing information system (MIS)  consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Assess the information needs Develop needed information Analyze information Distribute information Assessing Marketing  Information Needs
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4-5 Assessing Marketing  Information Needs The marketing information system
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4-6 Assessing Marketing  Information Needs MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
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4-7 A good MIS balances the information users would like to have against what they need and what is feasible to offer. Issues to consider: Amount of information Availability of information Costs Assessing Marketing  Information Needs
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4-8 Marketers can obtain information from: Internal data Marketing intelligence Marketing research Developing Marketing Information
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4-9 Internal Data Internal databases are electronic collections of consumer and market information obtained from data sources within the company network, including accounting, marketing, customer service, and sales departments. Developing Marketing Information
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4-10 Advantages: Can be accessed more quickly Less expensive Disadvantages: Incomplete information Wrong form for decision making Timeliness of information Amount of information Need for sophisticated equipment and Advantages and Disadvantage of  Internal Databases Developing Marketing Information
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4-11 Marketing Intelligence Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and developments in the marketplace.
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This note was uploaded on 11/07/2010 for the course MBA 4701 taught by Professor Wasif during the Spring '10 term at Andhra University.

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New mktng - AGlobalPerspective 4 ManagingMarketing Information PhilipKotler GaryArmstrong SweeHoonAng SiewMengLeong ChinTiongTan OliverYauHonMing

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