MKTG 373 Chapter Notes - Chapter 7: Decision Support System, Data Warehouse, Big Data
Document Summary
Marketing research: procedures that develop new information about a market, including. Internet searches, customer surveys, experiments, direct observation of customers, etc. Marketing information system (mis): an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions. Big data: data sets too large or complex to work with typical database management tools. Data warehouse: a place where databases are stored so that they are available when needed. Intranet: a system for linking computers within a company. Decision support system (dss): a computer program that makes it easy for marketing managers to get and use information. Marketing dashboard: displays up to the minute marketing data in an easy to read format, a way to interface with a data warehouse and dss. Marketing model: a statement of relationships among marketing variables, such as sales and costs expected with different types of promotions in order to select the best marketing mix for a particular target market.
