Collecting Information and Forecasting Demand
Collecting Information and Forecasting Demand
Collecting Information and Forecasting Demand
Good Marketers need insights to help them analyze the market and customers' needs, interpret past
performance and trands, and plan future activities. Every firm must organize and distribute a continuous
flow of information to its marketing managers.
A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort,
analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision
makers. This system draws from data based on internal company records, marketing intelligence, and
marketing research.
A marketing intelligence system is a set of procedures and sources that managers use to obtain
everyday information about developments in the marketing environment. The internal records system
supplies results data, but the marketing intelligence system supplies happenings data.
Marketing Research
Marketing research is the systematic design, collection, analysis, and reporting of data and findings
relevant to a specific marketing situation facing the company. It consist of six steps. They are
Good Marketers need insights to help them analyze the market and customers' needs, interpret past
performance and trands, and plan future activities. Every firm must organize and distribute a continuous
flow of information to its marketing managers.
A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort,
analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision
makers. This system draws from data based on internal company records, marketing intelligence, and
marketing research.
A marketing intelligence system is a set of procedures and sources that managers use to obtain
everyday information about developments in the marketing environment. The internal records system
supplies results data, but the marketing intelligence system supplies happenings data.
Marketing Research
Marketing research is the systematic design, collection, analysis, and reporting of data and findings
relevant to a specific marketing situation facing the company. It consist of six steps. They are
It’s hard to define such a monumental thing without grappling with the
tensions between what is fact and what is fiction, as well as what was
included and what was left out. So it’s only fitting that those tensions are
wrapped up in the history of the word itself.
The short version is that the term history has evolved from an ancient Greek
verb that means “to know,” says the Oxford English Dictionary’s Philip
Durkin. The Greek word historia originally meant inquiry, the act of seeking
knowledge, as well as the knowledge that results from inquiry. And from
there it’s a short jump to the accounts of events that a person might put
together from making inquiries — what we might call stories.
SIGN UP NOW
You can unsubscribe at any time. By signing up you are agreeing to our Terms of Service and Privacy
Policy.
The distinction is still messier than that, of course. Plenty of stories — like
the story of a person’s life or a “true story” on which a less-true film is based
— are supposed to be factual. And plenty of stories defy easy categorization
one way or the other. Take the notion of someone telling their side of a
story. To them, that account might be as correct as any note about
a president’s birthplace. To someone else, that account might be as incorrect
as the notion that storks deliver babies. Yet the word stands up just fine to
that stress because the term story has come to describe such varying
amounts of truth and fiction.
As the linguistic divide has evolved since the Middle Ages, we have come to
expect more from history — that it be free from the flaws of viewpoint and
selective memory that stories so often contain. Yet it isn’t, humans being the
imperfect and hierarchical creatures that they are and history being
something that is made rather than handed down from some omniscient
scribe.
Take the fact that similar plays on the word have been made by people in
other marginalized groups too: When jazz musician Sun Ra quipped that
“history is only his story. You haven’t heard my story yet,” that statement
might have nothing to do with etymology but it can suggest a lot about race
and whether an African-American viewpoint is included in the tales passed
down in textbooks. That’s why, even if the origins of the word “history” are
clear, the question of who gets to decide which version of the past is the
right one remains a contentious debate centuries after the term came to be.
“The narrative element has always been there,” Zimmer says. In some ways,
the apocryphal tale about how history came to describe accounts of the past
“plays on what has been hiding in that word all along.”