tailieunhanh - Lecture Marketing research (12th edition) - Chapter 1: A decision making perspective on marketing intelligence

Chapter 1 - A decision making perspective on marketing intelligence. In this chapter, the following content will be discussed: Business intelligence, what is marketing intelligence? need for marketing intelligence, marketing planning process,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter One A Decision Making Perspective on Marketing Intelligence 2 Marketing Research 12th Edition Business Intelligence BI is the ability to access data from multiple sources within an organization and deliver it to business users for analysis It links the disparate operational systems to the end users of the data, thus creating an environment with free flow of information It offers a reliable barometer of the business performance It helps to analyze what is behind trends and anomalies in the business 3 Marketing Research 12th Edition Business Intelligence 4 Provide data on Business Intelligence Financial Intelligence Marketing Intelligence Accounting Intelligence Marketing Research Management Intelligence Prospects Customers Competition Products/Markets Primary Sources Secondary Sources Standardized Sources Customer Relationship Marketing/ Database Marketing . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter One A Decision Making Perspective on Marketing Intelligence 2 Marketing Research 12th Edition Business Intelligence BI is the ability to access data from multiple sources within an organization and deliver it to business users for analysis It links the disparate operational systems to the end users of the data, thus creating an environment with free flow of information It offers a reliable barometer of the business performance It helps to analyze what is behind trends and anomalies in the business 3 Marketing Research 12th Edition Business Intelligence 4 Provide data on Business Intelligence Financial Intelligence Marketing Intelligence Accounting Intelligence Marketing Research Management Intelligence Prospects Customers Competition Products/Markets Primary Sources Secondary Sources Standardized Sources Customer Relationship Marketing/ Database Marketing Marketing Research 12th Edition What is Marketing Intelligence? Market intelligence (MI) is, “the process of acquiring and analyzing information in order to understand the market (both existing and potential customers); to determine the current and future needs and preferences, attitudes and behavior of the market; and to assess changes in the business environment that may affect the size and nature of the market in future.” - Cornish S. L 5 Marketing Research 12th Edition Need for Marketing Intelligence Producers have little direct contact with consumers (geographical distance and channel layers). Channel has little knowledge about customer attitudes, preferences and changing tastes. Need to understand competition, without spying on them. Management goals involve sales targets and market share achievement. Need to identify successful new product developments early in the process to ensure growth and revenue maximization by finding a balance between costs and prices of products. The need is

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