chp4 - ManagingMarketing Information Chapter4...

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Managing Marketing Information Chapter 4
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4 - 2 Marketing Info. System Marketing Information System (MIS) Consists of people, equipment, and  procedures to gather, sort, analyze,  evaluate, and distribute needed, timely,  and accurate information to marketing  decision makers. Goal 2:  Define the Marketing Information System
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4 - 3 Marketing Info. System Begins and Ends with Information Users: Interacts with information users to assess  information Develops needed information from internal  and external sources Helps users analyze information for  marketing decisions Distributes the marketing information and  helps managers use it for decision making Goal 2:  Define the Marketing Information System
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4 - 4   Fig.4.1.The Marketing Information System
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4 - 5 Assessing Marketing  Information Needs The MIS serves company managers as  well as external partners The MIS must balance needs against  feasibility:  Not all information can be obtained.  Obtaining, processing, sorting, and  delivering information is costly Goal 2:  Define the Marketing Information System
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4 - 6 Developing Marketing  Information Internal data is gathered via  customer databases, financial  records, and operations  reports. Advantages include quick/easy  access to information. Disadvantages stem from the  incompleteness or  inappropriateness of data to a  particular situation. Internal data Marketing  intelligence Marketing research Sources of Info Sources of Info Goal 2:  Define the Marketing Information System
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4 - 7 Developing Marketing  Information Marketing intelligence  is the  systematic collection and  analysis of publicly available  information about competitors  and trends in the marketing  environment. The goal of marketing  intelligence is to  improve  strategic decision making,  assess and track competitors’  actions , and provide early  warning of opportunities and  threats  Many sources of competitive  information exist. Internal data Marketing  intelligence Marketing research Sources of Info Sources of Info Goal 2:  Define the Marketing Information System
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4 - 8 Sources of Competitive Intelligence Company  employees Internet Garbage Published  information Competitor’s  employees Trade shows Benchmarking Channel members  and key  customers Goal 2:  Define the Marketing Information System
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4 - 9 Developing Marketing  Information Marketers often need formal studies of specific  situations. Marketing research
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This note was uploaded on 11/19/2011 for the course ECON 101 taught by Professor Smith during the Spring '11 term at AIB College of Business.

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chp4 - ManagingMarketing Information Chapter4...

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