Question

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Su Marken (MIS) (p99) 101) Experin Objective 2 Internal databases (p 100) competitive marketing intelligence (p 101 Focus group inle Online marketing resedi Objective 3 Marketing research (p 103) DISCUSSION SCUSSION AND CRITICAL THINKING Discussion Questions What is a marketing information system, and how is it used to create customer insights? (AACSB: Written and Oral Communication) explain how marketing intelligence differs from eting research. (AACSB: Written and Oral 24-2. Explain how markets Communication) Ethnographic research, and how is it conducted online? (AACSB: Written and Oral Communication) How are marketers using customer relationship man- agement (CRM) to reveal customer insights from the ins

Answer 1

1. Marketing research system, people call is shortly as MKRS, it is a system that helps gather information about customer insights and helps in taking decisions with regard to marketing strategies. It provides information to the marketing managers.
2. Marketing intelligence is the knowledge about the trends in the market whereas marketing research tells about the behaviour of the customers and decision making which are completely different from each other.
3. Ethnographic research is what where researchers observe the people very closely through their real life's and provide such information to the strategic managers which is a sort of external environmental analysis. The thing is in ethnographic research, people are observed directly by interaction.