Download Chapter 05 Using Marketing Research

Name ____________________________________________ Date _____________ Class _______________________
Chapter 5 Marketing Information and Research
NEWSLINE: THE NEW AMERICAN RESTAURANT
PG. 120: THE NEW AMERICAN RESTAURANT THINK CRITICALLY
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VISUAL FOCUS: PITNEY BOWES
PG. 121 FOCUS QUESTIONS:
1. WHAT IS YOUR FIRST IMPRESSION WHEN VIEWING THE ADVERTISEMENT?
2. WHAT TYPE OF PRODUCT OR SERVICE IS PITNEY BOWES DESCRIBING?
3. WHO DOES IT APPEAR THE COMPANY WANTS TO SEE THE AD?
4. WHY DO YOU BELIEVE THAT COMPANIES NEED PRECISE INFORMATION ABOUT THEIR CUSTOMERS?
LESSON 5.1 UNDERSTANDING THE NEED FOR MARKET INFORMATION
STARTING WITH INFORMATION – HOW WILL AN UNDERSTANDING OF THE FOLLOWING HELP BUSINESSES MAKE
BETTER DECISIONS?
1. Consumer Differences
2. Expanding Choices
3. Competition
4. The Global Marketplace
PG. 123 WORLD VIEW : ONLINE MUSIC STORES THINK GLOBALLY, PRICE LOCALLY
READ AND ANSWER “THINK CRITICALLY”
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PG. 124 CHECKPOINT ANSWER:
READ “DECIDING ON INFORMATION NEEDS”
Approaches to Planning
Answer Pg. 125 Questions:
1. How will each of the companies decide whether to make design changes and the types of designs f
for next year?
2. Which of the companies do you believe will make decisions that are most likely to be successful?
3. What is the biggest difference in the way Dominique Designs makes decisions compared to J’Borg?
Categories of Information: list and give 3 examples of each
Pg. 126 Checkpoint Answer:
Marketing – Chapter 5
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Name___________________________________________ Date____________ Class________________________
LESSON 5.2 FINDING AND MANAGING MARKETING INFORMATION
SOURCES OF MARKET INFORMATION
PG. 127 – LIST THE STEPS FOR FINDING INFORMATION SOURCES:
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Briefly explain and/or give examples of the following, including any key terms:
Internal Information Sources
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Customer Records and Sales Information
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Production and Operations Reports
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Performance Information
External Information Sources
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Government Reports
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Trade and Professional Associations
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Business Publications
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Commercial Data and Information Services
Pg. 131 Checkpoint Answer:
MARKETING INFORMATION SYSTEMS
BRIEFLY EXPLAIN AND/OR GIVE EXAMPLES OF THE FOLLOWING AREAS, INCLUDING THE KEY TERMS:
Managing Information
MkIS
Designing a Marketing Information System
Input
Storage
Analysis
Output
Decision Making
PG. 134 - LESSON FEATURE: DIGITAL DIGEST: DIGITAL PHOTOS SPEED PRODUCTS TO MARKET
READ AND ANSWER “THINK CRITICALLY”
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Marketing – Chapter 5
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