Chapter 4 - Marketing Information (4)

Chapter 4 - Marketing Information (4) - CHAPTER 4 MARKETING...

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CHAPTER 4 MARKETING INFORMATION
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MARKETING INFORMATION Definition and Use of Information Databases in Marketing Types of Data Marketing Research Process
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DEFINITION OF INFORMATION Data that is judged useful by a decision maker
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THE “ME” INFORMATION AGE “I can now work and communicate from anywhere to anywhere with anything at any time with anybody” Cell phones E-mails Internet
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USE OF INFORMATION Information is power Information is not neutral Information can be used strategically
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STRATEGIC INFORMATION Far better an approximate answer to the right question, which is often vague, than an exact answer to the wrong question
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STRATEGIC INFORMATION Are we going in the right direction?
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DATABASES IN MARKETING Scanning Data Customer Data Data Mining
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SCANNING DATA EXAMPLES Walmart Randalls Catalina
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CUSTOMER DATABASE EXAMPLES Health Valley Foods Barchetti Retail Shop Bella Wedding Pictures
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DATA MINING Searching for useful information contained in large data bases
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DATA MINING EXAMPLES Walmart Amazon.com Richmond Police
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This note was uploaded on 02/19/2012 for the course MARKETING 3336 taught by Professor Wyatt during the Spring '10 term at University of Houston.

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Chapter 4 - Marketing Information (4) - CHAPTER 4 MARKETING...

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