TAILIEUCHUNG - Lecture Principles of Marketing - Chapter 4: Managing Marketing information

Chapter four explain the importance of information to the company and its understanding of the marketplace, define the marketing information system and discuss its parts, outline the steps in the marketing research process, explain how companies analyze and distribute marketing information, discuss the special issues some marketing researchers face, including public policy and ethics issues. | Chapter Four Managing Marketing Information Explain the importance of information to the company and its understanding of the marketplace. Define the marketing information system and discuss its parts. Outline the steps in the marketing research process. Explain how companies analyze and distribute marketing information. Discuss the special issues some marketing researchers face, including public policy and ethics issues. 4- Copyright 2007, Prentice Hall, Inc. The Situation Firm began by offering classically styled, high-quality leather handbags. Women needed only two purses in brown or black. Mid-1990s: sales slowed. Consumer preferences changed as more women entered the workforce. Designer bags made Coach’s look plain. Coach – Research Revamps Strategy Case Study Research’s Role Method: Interviews 14,000 women annually. Watches trends for “market voids.” Key research findings: 1) desire for “fashion pizzazz” in handbags. 2) “Usage voids.” New products are created to fill voids

• Marketing - Bán hàng
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Marketing process
• Marketing information
• Managing Marketing information
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Market segmentation
• Marketing environment
• Demographic environment
• Marketing channels
• Supply chain management
• Social responsibility
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Communicating customer value
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system