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Ünite 5: Marketing Information Systems — Kavram Eşleştirme

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Marketing Information Systems (MKIS) — A structured system consisting of people, equipment, and procedures designed to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers continuously.

Marketing Research (MR) — The systematic design, collection, analysis, and reporting of data and findings relevant to a specific, unique marketing situation facing a company, characterized by a project-specific and past/present time orientation.

Recurrent Information — Information provided to marketing managers on a periodic, scheduled basis (weekly, monthly, quarterly, or annually) through regular reports, such as market shares or customer complaint rates.

Monitoring Information — Information derived from the regular, continuous scanning of external sources to track broad market trends, lifestyle changes, and competitor activities.

Requested Information — Information developed in response to a specific, ad-hoc request by a marketing manager, which would not otherwise flow through or exist within the company's system.

Applied Marketing Research — Research aimed at solving a specific, pragmatic, and immediate problem faced by a company, such as evaluating why a specific product's sales are declining.

Basic Market Research — Research conducted to expand the boundaries of knowledge, validate theories, or test hypotheses about a concept or phenomenon without aiming to solve a specific, immediate problem.

Information Literacy — A set of skills that enables managers to seek, evaluate, and use information effectively, which is crucial for distinguishing accurate data from fake news or generated data.

Big Data — Massive, complex data files obtained from both structured and unstructured databases, characterized by high volume, velocity, and variety, requiring advanced technologies for storage and analysis.

Marketing Decisions Support System (MDSS) — An interactive system consisting of computers, communication networks, and databases that allows decision makers to connect directly to data to retrieve and analyze information.

Customer Relationship Management (CRM) — A systematic process to manage customer relationship initiation, maintenance, and termination across all customer contact points in order to maximize the value of the relationship.

Geospatial Data — Data that describes objects, events, or customers with relation to geographic space, often using location coordinates in a spatial referencing system to enable hyper-localized marketing.

Traffic Counters — Devices used to measure vehicular or pedestrian flow over a specific stretch of road or store area, helping retailers decide where to place stores or billboards.

Market Segment — A group of customers within a larger market who share a similar set of needs, wants, and characteristics, making them responsive to a specific marketing mix.