Lecture2 - RSM250: Principles of Marketing Week 2...

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5/17/11 RSM250: Principles of Marketing University of Toronto Rotman School of Management Yutec Sun Winter 2011
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5/17/11 Marketing Info & Customer Insights Role of marketing research Info sources Marketing information system
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5/17/11 Marketing Information System
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5/17/11 Assessing Marketing Info Needs Balance need & feasibility when designing MIS Some info likely unavailable Competitor’s strategy Future economy Must consider cost of info
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5/17/11 Developing Marketing Info Internal database Data within company’s network Readily accessible Usually not suitable for marketing decisions Marketing intelligence Collecting publicly available data
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5/17/11
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5/17/11 88 “We’ll integrate all the correspondence between your customers and your company – from letters to emails – into your database. So if someone writes to say they’ve moved to Florida, it won’t remain a secret.”
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5/17/11 Example of Marketing Intelligence
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This note was uploaded on 05/17/2011 for the course RSM 250 taught by Professor Yutecsun during the Spring '11 term at University of Toronto- Toronto.

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Lecture2 - RSM250: Principles of Marketing Week 2...

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