MKTG 2201 Chapter Notes - Chapter 4: Data Quality, Neuromarketing, Marketing Effectiveness
19 Mar 2017
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Document Summary
Customer insights: fresh marketing information-based understandings of customers and the marketplace, become the basis for creating customer value, engagement, and relationships, customer insights teams collect customer and market information from a wide variety of sources. Marketing information system (mis: consists of people and procedures to, assess information needs, develop the needed information, help decision makers use the information to generate and validate actionable customer and market insights. Assessing marketing information needs: a good mis balances the information users would like to have against, what they really need, what is feasible to offer, obtaining, analyzing, storing. Information needed can be obtained from: internal databases, competitive marketing intelligence, marketing research. Internal databases: collections of consumer and market information obtained from data sources within the company network- in-store or online transactions. Systematic monitoring, collection, and analysis of information: about consumers, competitors, and developments in the marketing environment.
