02+Capturing+Market+Insights


 * Part 2** will address a major issue regarding the ability to make the right decision about what need to be done regarding strategic marketing plan.


 * Chapter 3 Collecting Information and Forecasting Demand**, will address the following questions
 * Topic: ** Data Collection and Demand

1- What are the components of modern marketing information system? 2- What are useful internal records for such a systems? 3- What makes up a marketing intelligence system? 4- What are some influential marco-environment developments? 5- How can companies accurately measure and forecast demand?
 * Learning Objectives: **

1- What constitutes good marketing research? 2- What are the best metrics for measuring marketing productivity? 3- How can marketers assess their return on investment of marketing expenditures?
 * Chapter 4 Conducting Market Research**
 * Topic: ** Market Research; Measuring Market Productivity; Return on Investment
 * Learning Objectives: **



This model describes market research in 3 major Phases: 1- Conceptualization. 2- Design. 3- Execution.