B3 - Ch04_Market research [Compatibility Mode]

B3 - Ch04_Market research [Compatibility Mode] - 1 Chapter...

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Unformatted text preview: 1 Chapter 4 Marketing Research and Information Systems Dr. Hoàng Thị Phương Thảo HCMC University of Economics 2 The Importance of Information • Companies need information about their: – Marketing environment – Competition – Customer needs • Managers don’t need more information, they need better information. 2 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. Mr Vo Hiep Hieu, MBA 4 The Marketing Information System 3 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 Internal Data Computerized Collection of Information from Data Sources (i.e. Accounting) Within the Company. Computerized Collection of Information from Data Sources (i.e. Accounting) Within the Company. Marketing Research Marketing Research Design, Collection, Analysis, and Reporting of Data about a Specific Marketing Situation Facing the Organization. Design, Collection, Analysis, and Reporting of Data about a Specific Marketing Situation Facing the Organization. Marketing Intelligence Marketing Intelligence Collection and Analysis of Publicly Available Information about Competitors and the Marketing Environment (i.e. Technological)....
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B3 - Ch04_Market research [Compatibility Mode] - 1 Chapter...

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