Intro Mktg - 05 - Marketing Research - ch 5

Intro Mktg - 05 - Marketing Research - ch 5 - MKTG 2270...

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1 MANAGING MARKETING INFORMATION 5 C HAPTER MKTG 2270 FEBRUARY 7, 2008
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2 Marketing Research Marketing research is the function which links the consumer, customer, and public to the marketer through information – information used to: (1) identify and define marketing opportunities and problems; (2) generate, refine, and evaluate marketing actions; (3) monitor marketing performance; and (4) improve our understanding of marketing as a process (American Marketing Association)
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3 Marketing Information System Consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers MIS is intended for continuous monitoring of consumer and market behavior
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4 Customer Relationship Management and Marketing Research Customer Relationship Management (CRM): The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction The management of customer relationships based on integration of customer information throughout the
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This note was uploaded on 10/19/2011 for the course MARKETING 2270 taught by Professor Kim during the Spring '11 term at Dalhousie.

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Intro Mktg - 05 - Marketing Research - ch 5 - MKTG 2270...

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