Chapter 4

Customer relationship management (CRM) helps ______

B. Firms manage customer tough points to maximize customer loyalty

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dish-washer manufacturing company spent 10 days observing ppl as they used their dishwashers in their homes. In this instance, the designers were conducting _______

B. ethnographic research

The mark researchers at HoneyCamp foods gather daily sales data and sort it by product line and region. With the help of sophisticated tools and techniques, they dev. the date needed by marketing managers to evaluate the market share of the company's diff. products and also gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents a(n)

C. marketing information system

The marketing department of a reputable firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opport. and threats. Which of the following would help the firm achieve its objectives? A.) date warehousing B.) customer relationship management C.) strategic planning D.) competitve marketing intelligence E.) ethnographic research

D. competitive marketing intelligence

Information in a company's database can come from many sources. An advantage of harnessing such information is to

D. gain competitive advantage

Competitive marketing intelligence

collection and analysis of info about consumers, competitors, and dev in marketing environment -quizzing employees -internet buzz -observing customers

Internal Data

collections of market/consumer info from sources in network

observational research

gathering primary data by observing ppl, actions, and situations

Customer relationship management (CRM)

manage info about individual customers and touch points to max loyalty -customer service and relationships -pinpoint high value customers

ethnographic research

observers watch and interact w/ customers in natural environments

Marketing information system (MIS)

system that attempts to gain right info, right form, at right time to create customer value and stronger relationships exp. buying patterns -provides info to external partners

Customer insights

understandings of customers = value, engagement, and relationships exp. pinterest -better decision making -helps dev. competitive advantage