Managing Marketing Information

Question 1

Marco vs Micro environment:

Answer 1

Marco Environment:(Social) Demographics include The Natural Environment, Legal Environment, Culture, and Globalization/communication. Society related.

Micro Environment: (Organizational)Demographics include: Compa ny related and managerial. Departments, suppliers, competitors, intermediaries, and public/pressure groups. Technology(Internet, e-business, eCommerce, e-marketing. )

Question 2

MIS(Marketing Information System) :
internal vs external

Answer 2

Every person or thing involved in collecting, analyzing, and presenting data for marketing decisions.

Internals MIS: Everything inside the company
External MIS: Marketing research companies to be hired or buy their research online databases.

Question 3

3 tools for developing marketing information

Answer 3

I1.nternal: Micro Environment: The collection of information that the company departments/suppliers/resellers/potential external partners can supply + (big data)

2. Marketing Intelligence: (Secondary data) Macro Environment: Systematic collection and analysis of publicly available data (Secondary Data)
   - Formal & Informal(Garbage search)
3. Market research (first hand primary data)
   Systematic design, collection, analysis, and reporting of data on a specific marketing situation facing a company
   Can be qualitative(Vertical, who how why)or quantitative(Horizontal, how many of what)

Question 4

Market research process

Answer 4

Marketing Research Process:
1- Define the problem and set objectives to solve it
2- Prepare a place, use primary data and secondary data(support only)
3- Collect data and analyze it as determined in the plan
4- Interpret & report results (transferring research results to be useful marketing info)