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chapter_04 - Chapter 4: "Information for Marketing...

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Copyright Atomic Dog Publishing, 2007 Chapter 4: “Information for Marketing Decisions” Joel R. Evans  Barry Berman Marketing, 10e: Marketing in the 21st Century
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Copyright Atomic Dog Publishing, 2007 Chapter Objectives To show why marketing information is needed To explain the role and importance of marketing  information systems To examine a basic marketing information system,  commercial data bases, data-base marketing, and  examples of MIS in action To define marketing research and its components  and to look at its scope To describe the marketing research process
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Copyright Atomic Dog Publishing, 2007 Good Marketing Information Enables Marketers to: Gain a competitive edge Reduce financial and image risks Determine consumer attitudes Monitor the environment Gather competitive intelligence Coordinate strategy Measure performance Improve advertising credibility Gain management support for decisions Verify intuition Improve effectiveness
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Copyright Atomic Dog Publishing, 2007 Good Information Also Allows Marketers to: Assess SWOT Take appropriate action in environment Maximize performance
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Copyright Atomic Dog Publishing, 2007 Intuition Is Not Enough! Relying on: Intuition Executive judgment Past experience is  insufficient. Continuous monitoring of the environment and  SWOT analysis must be maintained.
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Copyright Atomic Dog Publishing, 2007 The Scientific Method It is imperative, when collecting and analyzing  marketing information, to use the Scientific  Method ( OAT ) and to be: O bjective A ccurate T horough
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Copyright Atomic Dog Publishing, 2007 Interrelationships of Marketing   Information Gathering Marketing Information  System (MIS) Marketing Research  Process
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Copyright Atomic Dog Publishing, 2007 Marketing Information System An  MIS  is a “set of procedures   methods designed  to  generate, analyze, disseminate, and store  anticipated marketing decision information on a  regular, continuous basis.”
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Copyright Atomic Dog Publishing, 2007 CUSTOMER  DATA BASE Targeting  Customers Tracking   Activities Profiling   and Sorting Flexible   Reports Mass Mail Follow-up Letters Auto Dialing Remote Access Output Global E-mail  Interactive Tech Documents
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A Basic Marketing Information System Environment Company Objectives Marketing Plans Marketing Intelligence  Network                   Marketing Research
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This note was uploaded on 04/07/2008 for the course MRKT 101 taught by Professor Chew during the Spring '08 term at UMSL.

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chapter_04 - Chapter 4: "Information for Marketing...

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