Chapter 3 - Managing marketing information to gain customer insights Flashcards
What are customer insights?
Fresh understandings of customers and marketplace
Derived from marketing information that becomes basis for creating customer value and relationships
What does MIS stand for?
Marketing Information System
What is a marketing information system?
People and procedures
For assessing information needs, developing the needed information
Helping decision makers use info to generate and validate actionable customer and market insights
What is competitive marketing intelligence?
Systematic collection and analysis of publicly available info about consumers, competitors and developments in marketing environment
What can good marketing intelligence provide?
Insights into how consumers talk about and connect with brands
Early warnings of opportunities and threats
What sources are used in marketing intelligence?
Annual reports Online databases Business publications Press releases Advertisements Web pages
