BUSI 406_Feb 1

BUSI 406_Feb 1 - Generating Customer Insights BUSI 406...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Generating Customer Insights BUSI 406 Session 6 Feb 1 2009
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4-2 BUSI 406 Spring 2010 Explain the importance of information in  gaining insights about the marketplace and  customers. Define the marketing information system and  discuss its parts. Outline the steps in the marketing research  process. Explain how companies analyze and use  marketing information. Discuss the special issues some marketing  researchers face, including public policy and  ethics issues. Rest Stop:   Previewing the  Concepts
Background image of page 2
4-3 BUSI 406 Spring 2010 Why Collect Information? Companies need information about their: Customers’ needs Marketing environment Competition “Better”, not “More” Information  Leading to insights about customers
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4-4 BUSI 406 Spring 2010 Customer Insights Fresh understandings of customers and the  marketplace derived from marketing  information that become the basis for creating  customer value and relationships. Used to develop competitive advantage. Market research – old view Customer insights – new view
Background image of page 4
4-5 Marketing Information System Consists of people and procedures for assessing  information needs, developing the needed  information, and helping decision makers to  use the information to generate and validate  actionable customer and market insights. MIS helps managers to:  1. Assess information needs 2. Develop needed information 3. Analyze and use information
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4-6 BUSI 406 Spring 2010 Internal databases:   Electronic collections of consumer and market 
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/27/2012 for the course BUSI 407 taught by Professor Bowen during the Spring '11 term at UNC.

Page1 / 19

BUSI 406_Feb 1 - Generating Customer Insights BUSI 406...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online