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Managing Marketing Information / To Gain Customer InsightsChapter 4•Rest Stop:Previewing the Concepts1.Explain the importance of information in gaining insights about the marketplace and customers.2.Define the marketing information system and discuss its parts.3.Outline the steps in the marketing research process.4.Explain how companies analyze and use marketing information.5.Discuss the special issues some marketing researchers face, including public policy and ethics issues.
◦Electronic collections of consumer and market information obtained from data sources within the company network. EX: Web site usage by customers.•Competitive marketing intelligence: ◦Systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. EX: Annual reports; Brand discussions on blogs, etc.•Marketing research: ◦