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Managing Marketing Information

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Mehmet Cihangir
Mehmet Cihangir

Managing Marketing Information

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1 of 26
Managing Marketing Information Chapter 4
Learning Goals ,[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study New Coke ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Info. System ,[object Object],[object Object],Goal 2: Define the Marketing Information System
Marketing Info. System ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Define the Marketing Information System
Assessing Marketing Information Needs ,[object Object],[object Object],[object Object],[object Object],Goal 2: Define the Marketing Information System
Developing Marketing Information ,[object Object],[object Object],[object Object],Internal data Marketing intelligence Marketing research Sources of Info Goal 2: Define the Marketing Information System
Developing Marketing Information ,[object Object],[object Object],[object Object],Internal data Marketing intelligence Marketing research Sources of Info Goal 2: Define the Marketing Information System
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources of Competitive Intelligence Goal 2: Define the Marketing Information System
Developing Marketing Information ,[object Object],Internal data Marketing intelligence Marketing research Sources of Info Goal 2: Define the Marketing Information System
Steps in the Marketing Research Process: ,[object Object],[object Object],[object Object],[object Object],Goal 3: Outline the steps in the market research process
Step 1: Defining the problem and research objectives ,[object Object],[object Object],[object Object],Goal 3: Outline the steps in the market research process
Step 2: Developing the Research Plan ,[object Object],[object Object],[object Object],Goal 3: Outline the steps in the market research process
Secondary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Outline the steps in the market research process
[object Object],[object Object],[object Object],[object Object],Secondary Data Evaluate the Following When Judging Data Quality Goal 3: Outline the steps in the market research process
Primary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Outline the steps in the market research process
Primary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
Primary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
Marketing Info. System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strengths and Weaknesses of Contact Methods Relate to: Goal 3: Outline the steps in the market research process
Primary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
Primary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
Step 3: Implementing the Research Plan ,[object Object],[object Object],[object Object],Goal 3: Outline the steps in the market research process
Step 4: Interpreting and Reporting the Findings ,[object Object],[object Object],Goal 3: Outline the steps in the market research process
Analyzing Marketing Information ,[object Object],[object Object],[object Object],Goal 4: Explain how companies analyze/distribute marketing information
Distributing and Using Marketing Information ,[object Object],[object Object],[object Object],Goal 4: Explain how companies analyze/distribute marketing information
Other Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 5: Discuss Special Issues Facing Market Researchers

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