MKT 320F Lecture Notes - Lecture 8: Current Source, Swot Analysis, Database Marketing
Document Summary
Marketing information inputs to marketing strategy planning decisions. 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 constantly getting data that comes from consumer wants, competition; makes sure you are prepared if thinking about releasing a new product/making decisions. Effective research requires cooperation collaboration is absolutely necessary! Database marketing: the creation of a large computerized file of customers" and potential customers" profiles and purchase patterns. -they slice and dice this information based on what they are looking for. -helps you market specifically to the people you are interested in targeting. Marketing research: the process of planning, collecting, and analyzing data relevant to a marketing decision ex. Changes are under way in marketing information systems. Five step scientific approach to marketing research process involves getting feedback during this process. Finding the right problem level (cannot address all of the problems; choose the right one)
