Chapter 9_Decision Support Systems and Marketing Research

Chapter 9_Decision - Lamb Hair McDaniel 2010-2011 CHAPTER 9 Decision Support Systems and Marketing Research 1 Learning Outcomes LO 1 Explain the

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1 Lamb, Hair, McDaniel CHAPTER 9 Decision Support Systems and Marketing Research 2010-2011
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2 LO 1 Explain the concept and purpose of a marketing decision support system LO 2 Define marketing research and explain its importance to marketing decision making LO 3 Describe the steps involved in conducting a marketing research project Learning Outcomes Learning Outcomes
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3 LO 4 Discuss the profound impact of the Internet on marketing research LO 5 Discuss the growing importance of scanner-based research LO 6 Explain when marketing research should be conducted LO 7 Explain the concept of competitive intelligence Learning Outcomes Learning Outcomes
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4 Marketing Decision Support Systems An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. Characteristics: Interactive Flexible Discovery Oriented Accessible LO 1
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5 Marketing Decision Support Systems Database Marketing Database Marketing The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns. The key tool for successful one-to-one marketing and CRM LO 1
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6 Define marketing research and explain its importance to marketing decision making The Role of The Role of Marketing Research Marketing Research LO 2
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7 The Role of Marketing Research Marketing Research Marketing Research The process of planning, collecting, and analyzing data relevant to a marketing decision. LO 2
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8 Why marketing research? Improve quality of decision making Trace problems Focus on keeping existing customers Understand changes in marketplace The Importance of Marketing Research LO 2
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9 Marketing Research Studies Products Products Advertising Advertising Prices Prices Packages Packages Names and Logos Names and Logos Services Services Buying habits Buying habits Colors Colors Uses Uses Awareness Awareness Familiarity Familiarity New concepts New concepts Traffic patterns Traffic patterns Wants Wants Needs Needs Politics Politics LO 2
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10 The Role of Marketing Research Diagnostic Predictive Descriptive Gathering and presenting factual statements Explaining data “What if?” LO 2
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The Marketing Research Process Collect Data Collect Data Specify Sampling Procedure Specify Sampling Procedure Plan Design/ Primary Data Plan Design/ Primary Data Define Problem Define Problem
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This note was uploaded on 04/02/2012 for the course MKTG 300 taught by Professor Wong during the Spring '12 term at St. Xavier.

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Chapter 9_Decision - Lamb Hair McDaniel 2010-2011 CHAPTER 9 Decision Support Systems and Marketing Research 1 Learning Outcomes LO 1 Explain the

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