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Page Ref: 99 Skill: Application Objective: 4-1ģ)Ě(n) consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.ĭ) corporate performance management (CPM)Į) geographic information system (GIS) Answer: CĮ) test hypotheses about cause-and-effect relationships Answer: Dĥ)Ěn MIS user should most likely be able to. This, in turn, allows Brad's firm to successfully generate more value for consumers. Brad's team uses this information to arrive at a better understanding of consumer behavior and their buying motives. Page Ref: 99 Skill: Concept Objective: 4-1 Difficulty: EasyĢ)ěrad works with a reputed retailer and leads a team that collects market information from a wide variety of sources ranging from marketing research studies to monitoring online conversations where consumers discuss Brad's firm or its products. Ī) most marketing managers are overloaded with data and often overwhelmed by itī) most marketing managers are concerned solely about the duplication of contentĬ) companies have ceased to feel the need for marketing information systemsĭ) companies have ceased to maintain internal databasesĮ) it has become more difficult and expensive to obtain primary data Answer: A Principles of Marketing, 15e (Kotler/Armstrong)Ĭhapter 4 Managing Marketing Information to Gain Customer Insightsġ) With the recent explosion of information technologies.