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Describe the use of technology in the marketing-information management function.

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Presentation on theme: "Describe the use of technology in the marketing-information management function."— Presentation transcript:

1 Describe the use of technology in the marketing-information management function.

2  Identify ways that the use of technology impacts the marketing-information management function.  Makes it easier to collect and store certain information  Information can be analyzed using specialized software  Many more details can be tracked  Describe 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  Discuss 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 customers  Customers can choose to go to company websites and/or join online groups and submit their opinions and suggestions

4  Explain 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 Internet ▪ General and specialized libraries ▪ Search engines for finding specific sites or information ▪ Paid services that assist with locating research information

5  Discuss marketers’ use of virtual realties and simulations in marketing-information management.  Marketers use games and online simulations to engage the customer and glean preference information  Customers 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  Describe 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 decisions  Explain the use of data analysis software in marketing-information management.  Specialized software allows data to be analyzed properly  Can be set up to give the information in a specified format

7 Define the following terms:  Self-Regulation – The company or industry enforces its own rules for interacting with its customers  There aren’t any specific laws or government regulations concerning that company’s or industry’s products  SUGGING  Selling 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 question  FRUGGING  Fundraising 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


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