Chapter 04 - 4 PrinciplesofMarketing ManagingMarketing...

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Managing Marketing  Information 4 4 Principles of Marketing
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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 4-2
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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 4-3
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Assessing Marketing        Information  Needs 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 4-4
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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                   4-5
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Assessing Marketing                   Information Needs Characteristics of a good MIS balances the  information users would like to have against  what they need and what is feasible to offer                4-6
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Developing Marketing Information Marketers can obtain information from: Internal data Marketing intelligence Marketing research 4-7
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Developing Marketing Information 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 4-8
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Developing Marketing Information 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  techniques 4-9 Advantages and Disadvantage of Internal Databases
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Developing Marketing Information Marketing Intelligence Marketing intelligence  is the systematic collection and  analysis of publicly available information about  competitors and developments in the marketplace The goal of marketing intelligence is to improve 
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Chapter 04 - 4 PrinciplesofMarketing ManagingMarketing...

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