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Related Flashcards
Related Topics
Cards In This Set
| Front | Back |
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MIS
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Determines
what information marketing managers need; gathers, sorts, analyzes, stores,
distributes relevant/timely marketing info to system users
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Intranet
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-
internal corporate communications network that uses Internet technology to link
company departments, employees, databases
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Marketing Intelligence System
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A
method to get info about everyday happenings in the marketing environment
(newspapers, trade publications, Web)
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Scenario
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Possible
future situation that futurists use to asses impact of alternative marketing
strategies
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Marketing Research
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Collecting,
analyzing, interpreting data about customers, competitors, business environment
in order to improve marketing effectiveness
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Syndicated research
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Research
by firms that collect data and sell the reports to multiple firms; gives good
insights about general trends; info is typically broad but shallow
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Custom research
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Research
conducted for a single firm to provide specific information its managers need;
helpful when firms need to know why certain trends have surfaced
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Prediction markets
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Approach to forecasting and trend identification that pools opinions from a group of knowledgeable people about a product or service
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Marketing decision support system
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Data,
analysis software, interactive software that allow managers to conduct analyses
and find the information they need
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Data mining
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sifting through data to identify unique patterns
of behavior among different customer groups
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Behavioral targeting
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Using
data to track a user’s online activity to show an ad for a related product
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Research design
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Specify
what info to collect and what type of study to execute
|
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Secondary data
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Data
that have been collected for some purpose other than the problem at hand
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Primary data
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Data
from research conducted to help make a specific decision
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Exploratory (qualitative) research
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A
technique to generate insights for future, more rigorous studies
-consumer interview-focus group-projective techniques-cast study-ethnography |
