Ajay_Maheshwari_530_Module_2_Jan4 - Module21 Module2:...

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Module 2      1 Module 2: Capturing Market Insights
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Module 2      2 Abstract Response to the first six questions are fill in the blanks defining Marketing intelligence  system,   Trend,   Experimental   research,   Marketing   decision   support   system   etc.  Response to the first exercise question lists the steps company can take to improve the  marketing intelligence. Response to second exercise list 10 megatrends shaping the  consumer landscape. Response to the third exercise discusses the pros and cons of the  online data collections. Response to first case study question talks about the huge spike  in   the   amount   of   motorcycle   drivers   leading   Allstate   to   review   its   advertising   and  marketing strategies for motorcycle markets. .                                 .
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Module 2      3 Module 1 Deliverables Assignments:  Questions Check Your Understanding: 1.  A marketing intelligence system is a set of procedures and sources managers use to  obtain _________. A marketing intelligence system is a set of procedures and sources managers use to  obtain their everyday information about relevant developments in the marketing environment ”.( Kotler & Keller, 2007, PP 69 ) 2.  A trend is _________. A trend is “ a direction or sequence of events which have some momentum and   durability” . ( Kotler & Keller, 2007, PP 72 ) 3._________   shapes the beliefs, values, and norms that largely define tastes and  preferences. “Society”   shapes   the   beliefs,   values,   and   norms   that   largely   define   tastes   and  preferences ( Kotler & Keller, 2007, PP 88 )
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Module 2      4 4. The last step in the marketing research process is _____. The last step in the marketing research process is “ make the decision ”( Kotler & Keller,  2007, PP103 ) 5.  Research that is designed to capture cause-and-effect relationships by eliminating  competing explanations of observed findings is called _____.   Research that is designed to capture cause-and-effect relationships by eliminating  competing explanations of observed findings is called “ experimental research”  ( Kotler  & Keller, 2007, PP106 ) 6.   _____   is   a   coordinated   collection   of  data,   systems,   tools,   and   techniques   with  supporting software and hardware by which an organization gathers and interprets  relevant   information   from   business   and   environment   and   turns   it   into   a   basis   for  marketing action. “Marketing Decision Support System”  is a coordinated collection of data, systems,  tools, and techniques with supporting software and hardware by which an organization  gathers and interprets relevant information from business and environment and turns it  into a basis for marketing action. ( Kotler & Keller, 2007, PP115 )
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