Chapter7MKT3301 - Need information about: customers;...

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Need information about: customers; responses to marketing mix; targeting and segmentation; competitors; and environment; analysis for the purposes of implementation and control. Marketing information system (MIS): organized way of continually gathering and analyzing data to get information to help marketing managers make decisions. make info more available and accessible. MIS allows one to get more information faster/easier , by making it readily available in an easy- to-use format. It continuously gathers data from internal and external sources , and market research studies. Can provide answers to specific questions. Intranet : system that links computers within a company. Easily accessible and easy to update . Marketing managers must help develop a marketing information system , especially in designing what types of data should be included in the system and able to retrieve information easily when needed. most companies have much useful information, but it often isn't available or accessible when the manager needs it. When getting information for marketing decisions, the marketing manager may gather data from internal and external sources; make decisions from incomplete information; rely on instincts to make decisions; should have access to ongoing information about business performance. Marketing managers can benefit from new developments in computer networks and software Decision Support System (DSS) : a computer program that makes it easy to get and use information while making decisions. allow managers to see how answers to questions might change in different situations. Search engine : a computer program - helps - find information that is needed. Information makes managers eager for more of it. MIS can be valuable - most companies have much useful information, but it often isn't available or accessible when the manager needs it. Many firms are not there yet , don’t have an MIS, or don’t know how to use what they have. New questions require new answers , meaning that an MIS must be continually updated with information. Marketing research : Set of procedures to develop and analyze new information to help marketing managers make decisions. Get facts that aren’t available in the MIS. Concerned with gathering and analyzing new information to help executing marketing strategies, planning marketing strategies, making operational decisions, controlling marketing strategies. Provides information for use in decision-making, must be a joint effort between researcher and
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This note was uploaded on 03/29/2012 for the course BUSINESS S 4302 taught by Professor None during the Spring '11 term at University of Houston - Downtown.

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Chapter7MKT3301 - Need information about: customers;...

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