BUS 343 Chapter Notes - Chapter 3: Marketing Intelligence, Intranet, Sales Process Engineering

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Karen Robson

Document Summary

Chapter 3 marketing research: knowledge is power! Information is the fuel that runs the marketing engine ! First need to conduct a marketing research to identify the need of the consumers ! Marketing information system (mis) a process that rst determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users. 3 important components:: four types of data , internal company data , marketing intelligence , marketing research , acquired databases ! Computer hardware and software to analyze the data ! Mis analysts use the output to generate a series of reports for various decision makers ! Uses company data system uses information from within the organization to produce reports on the results and marketing activities ! includes rm"s sales records etc ! Salespeople can access internal record through a company intranet !