Marketing

Front 1

customer insights

Back 1

managers need better information that provide insights useful for decision making. Become the basis for creating customer value and relationships

Front 2

MIS

Back 2

marketing information system
consists of assessing information needs, developing the needed information, and help decision makers to use the information to generate actionable customer insights. Efforts are costly.

Front 3

internal databases

Back 3

electronic collections of consumer and market information obtained from data sources within the company network.

Front 4

marketing intelligence

Back 4

systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing enviornment. Techniques include monitoring internet buzz, observing consumers first hand, quizzing the companies own employees, lurking around industry trade shows, rooting through rivals trash bins.

Front 5

marketing research

Back 5

systematic design collection analysis and reporting of data relevant to a specific marketing situation facing an organization.

Front 6

marketing research process

Back 6

defining the problem and research objectives
developing the research plan
implementing the plan
interpreting the findings.

Front 7

applied research

Back 7

conducted when a decision must be made about a specific real life problem
ex. mcdonalds adding italian pasta to its dinner menu.