Week 3 EOC: Making Money for Good

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To create value for customers and to build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need and want. (Kotler 101)
Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. <vbk:9780558851903#outline(9.2)>.

The marketing information system primarily serves the company’s marketing and other managers.  (Kotler 102)
Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. <vbk:9780558851903#outline(9.3)>.

Marketers can obtain the needed information from internal data, marketing intelligence, and marketing research. (Kotler 103)
Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. <vbk:9780558851903#outline(9.4)>.

In addition to marketing intelligence information about general consumer, competitor, and marketplace happenings, marketers often need formal studies that provide customer and market insights for specific marketing situations and decisions. (Kotler 106)
Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. <vbk:9780558851903#outline(9.5)>.

Marketing managers and researchers must work closely together to define the problem and agree on research objectives.  (Kotler 106)
Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. <vbk:9780558851903#outline(9.5.3)>.

Once the research problems and objectives have been defined, researchers must determine the exact information needed, develop a plan for gathering it efficiently, and present the plan to management.  (Kotler 107)
Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. <vbk:9780558851903#outline(9.5.4)>.