E Flashcards
Marketing Research:
The planning collection, and analysis of
Market Planning Process
Situational Analysis, Strategy development,arket program development, Implementatino.
Situaional analysis
Understandning the environment,
Identifying threats and oppurtunities
Assessing the competitive position,
Strategy Develipment
Define the business scope.
Establish comp advanatge
Set performance objective.
Marketing program development
Product and chanel design
Implementation.
Research tools in place in the industry to plan and execute marketing research.
Information Systems
A continuing and interacting structure of people, equipment, and procedures designed to gather, sort, analyze, evaluate, and distribute information.
DSS (Decision Support System)
Within the IS, database is used to organize and store information, DSS is used to retrieve data and transform it into usable info and disseminate to users.
MDSS
Combines marketing data from diverse sources into a single database, enablign product managers, sales planners, market researchers, finanical analysis, and product schedulers to us eand share information. a
Characteristics of MDSS
Interactive, flexible, discovery orientated and user friendly.
Components: Database, Analysis capabilities, models, reports and displays.
MDSS
Combines marketing data from diverse sources into a single database, enabling product managers, sales planners, market researchers, financial analysis, and product schedulers to use and share information.
Chapter 3
Marketing Research Process
Systematic, planned approach to the research project.
The first 3 stages of the marketing research process
Define the research purpose
Establish Research objective
Estimate the value of information.
