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4.08 – The use of technology in the Marketing-Information Management function.

Explore how technology revolutionizes marketing information management, from efficient data collection and analysis to monitoring customer activities online. Discover the power of internet tools like cookies for tracking, targeted communications, virtual simulations, GPS utilization, and data analysis software application. Learn about self-regulation and guard against unethical practices like SUGGING and FRUGGING in marketing research to ensure transparency and integrity.

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4.08 – The use of technology in the Marketing-Information Management function.

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  1. 4.08 – The use of technology in the Marketing-Information Management function.

  2. Technology • Identify ways that the use of technology impacts the marketing-information management function. • Makes it easier to collect and store certain information • Information can be analyzed using specialized software • Many more details can be tracked • Describe how the use of the Internet for marketing-information management tracks and monitors customer website activities. • Use of “cookies” • Accurate count of hits to a website

  3. Technology • Discuss how customer-to-business communications on the Internet can be used in marketing-information management (e.g., email reminders, popup notices, online focus groups, etc.) • Computers track details well and software can provide reminders to customers • Customers can choose to go to company websites and/or join online groups and submit their opinions and suggestions

  4. Technology • Explain how the Internet provides services for conducting research (e.g., search engines, tools for online surveys, database access, blogs, etc.) • There are many sources of information available on the Internet • General and specialized libraries • Search engines for finding specific sites or information • Paid services that assist with locating research information

  5. Technology • Discuss marketers’ use of virtual realties and simulations in marketing-information management. • Marketers use games and online simulations to engage the customer and glean preference information • Customers can make choices based on preset simulations and the information can be recorded to help the company better understand the mind of the consumer.

  6. Technology • Describe how the use of Global Positioning Systems (GPS) can facilitate marketing-information management. • Because customers aren’t always stationary and some move from one area of the state or country to another, GPS helps companies understand who is making the buying decisions • Explain the use of data analysis software in marketing-information management. • Specialized software allows data to be analyzed properly • Can be set up to give the information in a specified format

  7. Vocabulary Define the following terms: • Self-Regulation – The company or industry enforces its own rules for interacting with its customers • There aren’t any specific laws or government regulations concerning that company’s or industry’s products • SUGGING • Selling Under the Guise of a survey (research) - a product marketer falsely pretends to be a market researcher conducting a survey, when in reality they are simply trying to sell the product in question • FRUGGING • Fundraising Under the Guise of a survey - a product marketer falsely purports to be a market researcher conducting a statistical survey, when in reality the "researcher" is attempting to solicit a donation

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