Marketing Intelligence involves building internal databases to identify marketing opportunities. Suppose you are the marketing manager for a cell phone company. What types of information would you collect in your company's internal database? Do you think that some of this data would be useless for a company that makes a different product (say shoes)? Why?© BrainMass Inc. brainmass.com October 16, 2018, 11:27 pm ad1c9bdddf
The internal database is probably an excellent way to learn more information about your customer and their habits.
For example, you probably have access to their calling history, their payment methods, which phone they currently have
Let me elaborate.
It would be great to gather info on their call history. How many calls to they make a month? Do they go over their minutes? Are they doing text messages more? Do they make a lot of long distance calls?
Having all of the information readily available would be ...
The solution examines marketing intelligence building an internal database. Marketing opportunities from the database are identified.
Salespeople and customers in the field, competitor materials, and Web sites are good sources of ---- information
Many, if not most, companies now have information available to employees, suppliers, even customers. Typically, this information can be accessed electronically via a(n) ___________.
Market research organization
Broadview Communications uses its salespeople to collect information, marketing associates to analyze information, and IT systems to store information. This is considered:
Target market information
Since they were unsure of why sales were declining, marketing managers of Brand K Watches decided that exploratory research was needed. The vice president of marketing prefers to rely on statistical data to make decisions. The best approach is to use ____________ research.
Chrysler wants to target its Jeep brand toward more female drivers. Management may want to know: (1) how many women would be in the market for a Jeep? and (2) what kind of Jeep would they want to buy? These are examples of:
Marketing research deliverables
Information system problems
You want to know more about how your customers feel about your company. You encourage them to be expressive and offer the opportunity to provide more detailed, qualitative responses. You are utilizing a(n) __________ question to collect the desired information.
Leaders of energy companies such as Exxon-Mobil are investing billions to identify and develop more environmentally safe energy. This is primarily in response to the:
The owner of a small furniture-manufacturing firm is considering conducting marketing research. He should consider examining secondary data before collecting primary data because secondary data offers a(n) ___________ advantage over primary data.
Wright Architects is conducting research about its current and potential customers. They have decided to expand their business to other cities. They decided to examine the demographic information for the zip codes in surrounding cities. The best kind of data for this research project would be ___________ data.