Chapter 5 - Information - CHAPTER 5 MARKETING INFORMATION...

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CHAPTER 5 MARKETING INFORMATION
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MARKETING INFORMATION Definition and Use of Information Data Bases in Marketing Types of Data Marketing Research Process
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DEFINITION OF INFORMATION Information is data that is judged useful by a decision maker
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THE “ME” INFORMATION AGE “I can now work and communicate from anywhere to anywhere with anything at any time with anybody” Cell phones E-mails Internet
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USE OF INFORMATION Information is power Information is not neutral Information can be used strategically
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STRATEGIC INFORMATION Far better an approximate answer to the right question, which is often vague, than an exact answer to the wrong question.
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DATA BASES IN MARKETING Scanning Data Customer Data Data Mining
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SCANNING DATA EXAMPLES WalMart Randall’s Catalina
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CUSTOMER DATA BASE EXAMPLES Health Valley Foods Barchetti Retail Shop Bella Wedding Pictures
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DATA MINING WalMart Amazon.com Richmond Police
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This note was uploaded on 05/07/2011 for the course MARKETING 3336 taught by Professor Wyatt during the Spring '10 term at University of Houston.

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Chapter 5 - Information - CHAPTER 5 MARKETING INFORMATION...

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