MKT 702 Lecture Notes - Lecture 4: Ipsos, Data Mining, Habitat

• School: Ryerson University
• Department: Marketing
• Course: MKT 702
• Professor: Kathryn Newton

Document Summary

Midterm details: 60 minutes long, 40 multiple choice questions, chapters 1 5, 11. Collecting information (ci) and forecasting demand: chapter 3. What is a marketing information system: a marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers . Marketing intelligence system: a marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment. Internal records: orders, sales, prices, costs, receivables, payables, databases, warehousing, data mining. Independent customer goods and service review forums: distributor or sales agent feedback sites, combination sites offering customer reviews and expert opinions, customer complaint sites, public blogs. High persistence of core cultural values: core beliefs and values are passed from parents to children and reinforced by social institutions schools, churches, businesses, and governments, secondary beliefs and values are more open to change.