Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
7 Cards in this Set
- Front
- Back
|
A marketing information system is: |
- people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. |
|
|
key internal records and systems include: |
- Order-to-payment cycle - Sales information system - Databases, warehousing, data mining - marketing intelligence system |
|
|
Marketing Intelligence system is: |
a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment |
|
|
What are the steps in Marketing Research |
- Define the problem and research objectives - Develop the research plan - Collect the information - Analyze the information - Present the findings - Make the decision |
|
|
Syndicated-service research firms |
These firms gather consumer and trade information, which they sell for a fee. Examples include the Nielsen Company, Kantar Group, Westat, and IRI. |
|
|
Custom marketing research firms |
These firms are hired to carry out specific projects. They design the study and report the findings. |
|
|
Specialty-line marketing research firms |
These firms provide specialized research services. The best example is the field-service firm, which sells field interviewing services to other firms |
