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5 Cards in this Set
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marketing information
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everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans
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decision support system
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an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions
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characterstics of a DSS
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interactive: process under direct control
flexible:data manipulated in various way discovery oriented: seek trends accesible:easily learned |
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database marketing
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creation of a large computerized file of customers' and potential customers' profiles and purchase patterns
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marketing research
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process of planning, collecting and analyzing data relevant to a marketing decision
has descriptive, diagnostic and predictive roles |
