Page 65 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes 5. Discuss some important data sources. Critically explain each of them briefly.
6. “Marketing Intelligence System play an important role in MIS”. Justify the statement.
7. Determine the important consideration that manager should keep in mind about
competitive intelligence.
8. Determine the three R’s of marketing. How are they important from marketer’s point of
view?

9. Explain the importance of marketing research in the present day marketing. Give relevant
examples to support it.
10. How are data for MIS collected? What are important external data sources in India?

11. Suppose a company wants to start newspaper printing and distribution. What kinds of
market research will they be in need? What will be the market research procedure they
would need to follow?
12. Distinguish between causal and exploratory research. Use suitable examples.

Answers: Self Assessment

1. True 2. False
3. (d) 4. (a)

5. (c) 6. (d)
7. (c) 8. Decision-making
9. Information 10. Informal
11. Linear programming 12. True
13. True 14. Data mining

15. Data warehousing 16. False
17. True 18. (d)
19. (b) 20. (a)

2.11 Further Readings

Books Philip Kotler, Marketing Management, Pearson, 2007.

SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

Online links http://marketingteacher.com/lesson-store/lesson-marketing-environment.html

http://knol.google.com/k/marketing-environment#
http://www.marketing91.com/mis-marketing-information-system/
http://www.polarismr.com/resources/marketing-research-overview/

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