KIC000070 - ,-~~----~.~- Chapter 8 Decision Support Systems...

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Unformatted text preview: ,-~~----~.~- Chapter 8 Decision Support Systems and Marketing Research • When Should Marketing Research Be Conducted? Scanner-Based Research A system for galherlng Scanner-based Research tnrcrmeuon from a single group of respond~mts • • advertising, promotion, and pricing th.y ate •• posed to and the things they buy. BehtlViorScs" InfoScsn _. Where there is a high level of uncertainty When value of research information exceeds the cost of generating the infOrmation by continuously monitoring thtt ---_ _....... LO' Competitive Intelligence • _. LO' ---_ ...... _- Sources of Competitive Intelligence Internet UCCFRlngs Compotltive Intelligence .... inbtlligence syatem that helps managers asaeu their An .. competitiOn and vendor-. in Otdet to b6c:ome more 8ffic:1ent and 1Irffecti_ competitors. Suppliers Experlo Periodicals CI Consultants • ----_ .._- ~--_ _.... GovemmentAgencies Trade Shows • 11 Chapter 8 Decision Support Systems and Marketing Research LO' REVIEW LEARNING OUTCOME Competitive • Intelligence c, ~ /- e1i Part of a sound marketing strategy Helps companies ,/- respond threats to competitive til <1- Helps reduce unnecessary costs • • 12 ...
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This note was uploaded on 09/01/2011 for the course MTK 340 taught by Professor Folger during the Spring '11 term at Iowa State.

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KIC000070 - ,-~~----~.~- Chapter 8 Decision Support Systems...

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