MKT101 chap 4

consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

• Developing Marketing Information

• marketing information system

• Assessing Marketing Information Needs

• Marketing Research

Stages of The marketing information system

• Assess the information needs => Develop needed information =>

  Analyze information =>  

  Distribute information

• Develop needed information =>

  Analyze information =>  

  Distribute information => Assess the information needs

• Analyze information =>  

  Distribute information => Assess the information needs => Develop needed information

MIS provides____

• the information users would like to have against what they need and what is feasible to offer.

• electronic collections of consumer and market information obtained from data sources within the company network, including accounting, marketing, customer service, and sales departments.

• information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies

• systematic collection and analysis of publicly available information about competitors and developments in the marketplace.

A good MIS balances the information users _____ to have against what they ____ and what is ______.

• would like/ need/feasible to offer.

• want/need/ feasible to have

• offer/want/ tangible to have

_____are electronic collections of consumer and market information obtained from data sources within the company network, including accounting, marketing, customer service, and sales departments.

• Exploratory research

• Marketing research

• Marketing intelligence

• Internal databases

____is the systematic collection and analysis of publicly available information about competitors and developments in the marketplace.

• Marketing research

• Marketing intelligence

• Internal Databases

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

• Marketing research

• Marketing intelligence

• Descriptive research

• Causal research

Steps in the marketing research process

• 1. Defining the problem and research objectives

  2. Developing the research plan

  3. Implementing the plan

  4. Interpreting and reporting the findings

• 1. Defining the problem and research objectives

  2. Finding the research plan

  3. Implementing the plan

  4. Interpreting and reporting the findings

• 1. Knowing the problem and find objectives

  2. Developing the research plan

  3. Implementing the plan

  4. Interpreting and reporting the findings

• 1. Defining the problem and research objectives

  2. Developing the research plan

  3. Implementing the plan

_______is the gathering of preliminary information that will help to define the problem and suggest hypotheses.

• Descriptive research

• Causal research

• Exploratory research

• research plan 

is to describe things such as market potential for a product or the demographics and attitudes of consumers who buy the product.

• Exploratory research

• Descriptive research

• Causal research

• Secondary data

• Primary data