Title: Identify the role of marketing information.
Course: Marketing (12164) > Section: Introducing Data-Driven Marketing

Identification should emphasize that marketing information involves obtaining and analyzing necessary behavioral (online and offline), demographic, geographic, psychographic, and other data to identify market segments and make sound business decisions.

Process/Skill Questions:

- How do companies use marketing information to remain competitive in a global environment?
- How is marketing information useful to a start-up company?
- 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?