Details Title: Chapter 4 Description: Managing Marketing Information to Gain Customer Insights Total Flash Cards: 20 Created: 01/28/2009 06:33:58		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Management Flashcards
Cards in this set: Term Customer Insights Definition Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships. Term Internal Databases Definition Electronic collections of consumer and market information obtained from data sources within the company network. Term Marketing Information Systmes Definition People and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights. Term Marketing Intelligence Definition The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment Term Marketing Research Definition The sytematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Term Exploratory Research Definition Marketing research to gather preliminary information that will help define problems and suggest hypotheses Term Primary Data Definition information collected for the specific purpose at hand. Term Descriptive Research Definition Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers Term Casual Research Definition Marketing research to test hypotheses about cause and effect relationships Term Commercial Online Database Definition Computerized collections of information available from online commercial sources or via the Internet Term Secondary Data Definition Information that already exist somewhere, having been collected for another purpose Term Observational Research Definition Gathering primary data by observing relevant people, actions and situations. Term Ethnographic Research Definition A form of observational research that involves sending trained observers to watch and interact with consumers in their "natural habitat" Term Survey Research Definition Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior Term Experimental Research Definition Gathering primary data by selecting matching groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses Term Focus Group Interviewing Definition Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues Term Online Marketing Research Definition Collecting primary data online through Internet surveys, online focus groups, Web-based experiements, or traking consumers online behavior Term Online focus groups Definition Gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior Term Sample Definition A segment of the population selected for marketing research to represent the population as a whole. Term Customer Relationship Management Definition Mangaging detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty.