Bus 320 Chapter Notes - Chapter 4: Pearson Education, Prentice Hall, Marketing Intelligence

• School: Buffalo State College
• Department: Business Administration
• Course: Bus 320
• Professor: lai

Document Summary

This chapter looks at how companies develop and manage information about important marketplace elements. This chapter is an examination of marketing information systems designed to assess the firm"s marketing information needs, develop the needed information, and help managers to use the information to gain actionable customer and market insights. After five years of stagnant or declining revenues, in late 2009, domino"s pizza did something radical it asked the customer for honest feedback on its pizza quality. Following this honest feedback, (comments like cardboard crust and totally devoid of flavor ), the company reinvented its product. The turnaround began with marketing research to understand what customers thought and wanted. To gain deeper insights into what consumers really thought about its pizzas, domino"s turned to research using social media channels and focus groups. Following the unflavorful results, domino"s completely reinvented its pizzas, starting from scratch. To announce the changes and to turn around customer opinions, they launched a million.