Presentation on theme: "Performance Indicator 4.08"— Presentation transcript:
1 Performance Indicator 4.08 Describe the use of technology in the marketing-information management function.Performance Indicator 4.08
2 TechnologyIdentify ways that the use of technology impacts the marketing-information management function.Makes it easier to collect and store certain informationInformation can be analyzed using specialized softwareMany more details can be trackedDescribe how the use of the Internet for marketing-information management tracks and monitors customer website activities.Use of “cookies”Accurate count of hits to a website
3 TechnologyDiscuss how customer-to-business communications on the Internet can be used in marketing-information management (e.g., reminders, popup notices, online focus groups, etc.)Computers track details well and software can provide reminders to customersCustomers can choose to go to company websites and/or join online groups and submit their opinions and suggestions
4 TechnologyExplain how the Internet provides services for conducting research (e.g., search engines, tools for online surveys, database access, blogs, etc.)There are many sources of information available on the InternetGeneral and specialized librariesSearch engines for finding specific sites or informationPaid services that assist with locating research information
5 TechnologyDiscuss marketers’ use of virtual realties and simulations in marketing-information management.Marketers use games and online simulations to engage the customer and glean preference informationCustomers can make choices based on preset simulations and the information can be recorded to help the company better understand the mind of the consumer.
6 TechnologyDescribe how the use of Global Positioning Systems (GPS) can facilitate marketing-information management.Because customers aren’t always stationary and some move from one area of the state or country to another, GPS helps companies understand who is making the buying decisionsExplain the use of data analysis software in marketing-information management.Specialized software allows data to be analyzed properlyCan be set up to give the information in a specified format
7 Vocabulary Define the following terms: Self-Regulation – The company or industry enforces its own rules for interacting with its customersThere aren’t any specific laws or government regulations concerning that company’s or industry’s productsSUGGINGSelling Under the Guise of a survey (research) - a product marketer falsely pretends to be a market researcher conducting a survey, when in reality they are simply trying to sell the product in questionFRUGGINGFundraising Under the Guise of a survey - a product marketer falsely purports to be a market researcher conducting a statistical survey, when in reality the "researcher" is attempting to solicit a donation