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13 Cards in this Set
- Front
- Back
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MIS (Marketing information system)
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consists of people, equipment, and procedures to gather, sort, analyze, and distribute needed, timely, and accurate information to marketing decision makers.
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Internal Databases
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Electronic collection of consumer and market information obtained from data sources within the company network
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Marketing Intelligence
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a systematic collection and analysis of publicly available information about competitors and developments in the market place
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Marketing Research
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the systematic design, collection, analysis, and report of data relevant to a specific marketing situation facing an organization
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Exploratory Research
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Marketing research to father preliminary information that will help define problems and suggest hypothesis
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Descriptive Research
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Marketing research to better describe marketing problems, situations or markets such as the market potential for a product or demographic and attitudes of consumers
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Casual Research
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Marketing research to test hypotheses about cause-effect relationships
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Primary v. Secondary Data
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Secondary consists of information that already exists somewhere and has been collected for other purposes vs. primary data that is collected for purpose at hand
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Sample
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a segment of the population selected for marketing research to represent the population as a whole
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Customer Relationship Management
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managing detailed information about individual customers and carefully managing customer touch points in order to maximize loyalty
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4 Step Process of MIS
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Assess Develop Helps Analyze Distributes
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Marketing Information Data obtained from... (3)
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internal data, marketing intelligence, and marketing research
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4 Steps of Marketing Research
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Define
Develop Implement Interpret |
