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Essay / Research Paper Abstract
A 6 page paper discussing the use of marketing information. The marketing information system is comprised of internal data, marketing intelligence and marketing research. Each form of information has its place in consumer and business behavioral models; the purpose here is to assess those facts for both consumer and business buying behavior models. Bibliography lists 3 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgInfoSys.rtf
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Unformatted sample text from the term paper:
marketing information system is comprised of internal data, marketing intelligence and marketing research. Each form of information has its place in consumer and business behavioral models; the purpose here
is to assess those facts for both consumer and business buying behavior models. Internal Data Wal-Mart is the leading example of the creation
and use of internal data. In a world where retail increasingly is pressured to show any kind of profit, Wal-Mart has excelled. Wal-Mart has not been reticent in
its rate of investment in IT, which has allowed it to operate more efficiently - and therefore more profitably - than its closest competitors. When demographers predicted shrinking of
the middle class more than a decade ago, Wal-Mart made it its business to discover what these new discount store shoppers were buying during any specific shopping trip. A
hallmark of successful marketing is knowing the customer, and none of Wal-Marts competitors sought to learn about their new, formerly-middle class customers with the zeal that Wal-Mart employed.
Beginning with the store manager, management at all levels is expected to be attuned to the customer. Advanced information systems provide data on what
customers are buying, and what they are buying together, at the same time. Associates speak freely with customers, and the information gained in those exchanges is transmitted throughout the
entire Wal-Mart network. Associates and store managers are free to experiment with merchandising and cross-marketing once the basic Wal-Mart layout has been established,
but all major decisions are made in Bentonville. When ideas are shared, responsible employees are recognized and praised. This recognition and sense of belonging encourage associates to be
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