PPT-Marketing Information and Research

Principles of Marketing Types of Marketing Information Internal Data Large databases collect massive amounts of data from a variety of sources customer demographic and profile data linked to instore and online purchasing history Web site search terms page views social media posts and other . MARKET RESEARCH AND TARGET MARKETS. 4. : . Marketing Research and Information Systems. 5: . Target Markets: Segmentation . and Evaluation. Chapter 4. Marketing Research and Information System. Professor Jason . Kristina Zikienė. 2013, Vytautas Magnus University. Nature of Marketing. Marketing. is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. . Overview. Learning Objectives. To learn the steps in the marketing research process.. To understand how the steps in the marketing research process are interrelated and that the steps may not proceed in order.. How is the Information Analyzed???. Information is gathered in internal databases and through marketing intelligence.. Marketing research requires more analysis.. Managers need assistance to gain customer and market insights that will improve their marketing decisions.. PE – Acquire foundational knowledge of marketing information management to understand its nature & scope. PI – Explain the need for sport/event marketing information. Vocabulary. Marketing Information - . Knowing your Visitor. A workshop presentation to BGANZ . by. Dr. Richard W. Benfield. CCSU. Or is Memory and intuition better?. % Adults who garden? US UK. % people who say shopping as #1 tourism activity and % who say “Visiting Historic Sites”. 1.06 Collect secondary marketing data to ensure accuracy and adequacy of information for decision making. Keys to Successful Marketing. Must understand and meet customer needs and wants. To meet customer needs, marketers must collect information. Choices. Ninth . Edition. Chapter . 4. Market Research. Copyright © 2018, 2016, 2012 Pearson Education, Inc. All Rights Reserved. .. Learning Objectives. 4.1. . Explain . the role of a marketing information system and . What . Is Marketing?. independent variables. inputs. includes:. situational factors. marketing courses of action to steer the market. dependent variables. outputs, phenomena one seeks to explain. includes:. 4. : . Marketing Research and Information Systems. 5: . Target Markets: Segmentation . and Evaluation. Chapter 4. Marketing Research and Information System. Professor Jason . C. H. Chen, Ph.D.. School . The main idea: . Successful companies must be able to understand the needs and wants of customers. Marketing research provides information to help a business plan, solve problems and make decisions regarding its products and services.. RESEARCH DESIGN. SECONDARY DATA RESOURCES. .. . . AND . Bacardi and PHILIPS. LIGHTING CASE STUDY. Sources: Smith, Albaum, An Introduction to Marketing Research, 2010. Burns, Bush, Marketing research, Prentice Hall, 2010. Function: Marketing Information Management. Utility: Information Utility. What You’ll Learn…. Why is marketing research important?. How does a marketing information system work. ?. What is the difference between the four types of marketing... Marketing. Dimitra Koutsantoni. Associate Director. Sponsored Projects and Foundation Relations. Office of the Dean and Office of External Relations & Development . Elena M. Piercy. Executive Director.