Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 4, Problem 2ALC
Summary Introduction
To discuss: The role of marketing information system.
Introduction:
Marketing information system (MIS) is the information about the market, consumer, and their needs and preferences.
Summary Introduction
To discuss: The individual components linked with MIS and their contribution.
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What’s the overall goal of a marketing information system? How are the individual components linked, and what does each contribute?
Big Data :
Select an organization that employs a highly personalized approach to selling products or services to its customers online. Ideally, this is one that you have used in the past so that you are more familiar with it.
What are some different ways that the selected organization employs personalization in its marketing efforts?
What are some specific actions/behaviors that customers engage in on the organization’s website that enable personalized marketing efforts you identified above?
What are some specific actions/behaviors that an organization could collect data on that might provide evidence that the personalization efforts identified above have had a positive effect? Which type of marketing analytics approach(es) (Descriptive, Diagnostic, Predictive, Prescriptive) would be best suited for establishing the value of personalization for the organization?
Circle the correct
What does a holistic concept of marketing involve?
a) Focusing on marketing all kinds of goods and services.
b) Interest in everything from products, ideas, issues, etc.
c) Focusing on marketing 'people and places'.
d) Focusing attention in the first place on issues and ideas.
Chapter 4 Solutions
Marketing: An Introduction (13th Edition)
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