Title: Identify the role of marketing information.
Course: Small Business Marketing (12161) > Section: Examining Marketing Information Management

Identification should emphasize that marketing information involves obtaining and analyzing necessary data to identify market segments and make sound business decisions.

Identification of data should include

- behavioral (online and offline)
- demographic
- geographic
- psychographic.

Process/Skill Questions:

- How do companies use marketing information to remain competitive in a global environment?
- How does marketing research influence each of the marketing functions?
- Why should marketing research be an ongoing process?
- What value might an external resource/agency add to the gathering and analysis of marketing information?
- What are examples of demographic segmentation? Behavior segmentation? Geographic segmentation? Psychographic segmentation?