Business: Marketing and Life Cycle
Chapter 7, 8, and 9 Questions and Problems
Name: Juanita Askew
Date Submitted: 10/22/2012
Week Number: Three
Chapter/Question: Chapter Seven, Eight, Nine/Questions 1,7,18,2,9,10,1,2,8
1. Discuss the concept of a marketing information system and why it is important for marketing managers to be involved in planning the system. A marketing information system is a management information system designed to support marketing decision making. Trend in the marketing environment are picked up and analyzed through four subsystems making up the marketing information systems the internal accounting systems, marketing intelligence system, marketing research systems, and analytical systems. The information flows to marketing managers to help them in their marketing analysis planning, implementation, and control. Their marketing decision and communication then flow back to the market.
2. Distinguish between primary data and secondary date and illustrate your answer.
Primary data is data which has been collected by you, which is more reliable and up to date. Secondary data has been collected from a secondary source (Other people, business etc.) so it may not be valid or up to date. "Secondary data" are data that were collected for another reason but is being re-purposed to address the need at hand. When describing the expertise of data analysts, it is not uncommon to distinguish between primary and secondary data analytics. Primary data analytics involves the ability to analyze data for the purpose by which it has been collected. Secondary data analytics involves identifying "secondary data sources" to solve a new problem and then the ability to re-purpose that data.
3. Marketing research involves expense sometimes considerable expense. Why does the text recommend the use of marketing research even though a highly experienced marketing executive is available? It is extremely difficult to develop and provide a high-quality product or service without
Name: Juanita Askew
Date Submitted: 10/22/2012
Week Number: Three
Chapter/Question: Chapter Seven, Eight, Nine/Questions 1,7,18,2,9,10,1,2,8
1. Discuss the concept of a marketing information system and why it is important for marketing managers to be involved in planning the system. A marketing information system is a management information system designed to support marketing decision making. Trend in the marketing environment are picked up and analyzed through four subsystems making up the marketing information systems the internal accounting systems, marketing intelligence system, marketing research systems, and analytical systems. The information flows to marketing managers to help them in their marketing analysis planning, implementation, and control. Their marketing decision and communication then flow back to the market.
2. Distinguish between primary data and secondary date and illustrate your answer.
Primary data is data which has been collected by you, which is more reliable and up to date. Secondary data has been collected from a secondary source (Other people, business etc.) so it may not be valid or up to date. "Secondary data" are data that were collected for another reason but is being re-purposed to address the need at hand. When describing the expertise of data analysts, it is not uncommon to distinguish between primary and secondary data analytics. Primary data analytics involves the ability to analyze data for the purpose by which it has been collected. Secondary data analytics involves identifying "secondary data sources" to solve a new problem and then the ability to re-purpose that data.
3. Marketing research involves expense sometimes considerable expense. Why does the text recommend the use of marketing research even though a highly experienced marketing executive is available? It is extremely difficult to develop and provide a high-quality product or service without