kotcha04 - 1 Chapter 4 Marketing Research and Information...

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Unformatted text preview: 1 Chapter 4 Marketing Research and Information Systems 2 The Importance of Information Companies need information about their: Marketing environment Competition Customer needs Managers dont need more information, they need better information. 3 What is a Marketing Information System (MIS)? A MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. The MIS helps managers to: 1. Assess Information Needs, 2. Develop Needed Information, 3. Distribute Information. 4 The Marketing Information System (Fig. 4.1) 5 Information Managers Would Like to Have What They Really Need & What is Feasible to Offer Functions of a MIS: Assessing Information Needs 6 Internal Data Computerized Collection of Information from Data Sources (i.e. Accounting) Within the Company. Marketing Research Design, Collection, Analysis, and Reporting of Data about a Specific Marketing Situation Facing the Organization. Marketing Intelligence Collection and Analysis of Publicly Available Information about Competitors and the Marketing Environment (i.e. Technological). Functions of a MIS: Developing Information Information Needed by Managers Can be Obtained From: 7 Functions of a MIS: Distributing Information Information Must be Distributed to the Right Managers at the Right Time....
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This note was uploaded on 06/03/2011 for the course AED 402 taught by Professor Larson during the Spring '11 term at University of Florida.

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kotcha04 - 1 Chapter 4 Marketing Research and Information...

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