Marketing Information Systems
One of the largest American sports shoe manufacturers wants to introduce its new, best-selling shoe in overseas markets. A famous basketball player in the United States wears the shoes and the ad shows him shooting hoops in locations around the world. The commercial is aired in three European countries translated into each country’s official language. However, the sales are disappointingly low. What went wrong?
Even though the ad has a global focus, it does not have global appeal, at least not in Europe. Careful marketing research would have shown that basketball is not as popular in Europe as it is in the United States. Few people purchased the shoe because there were few people who could relate to the sport associated with product.
Key Terms:
Marketing research
Marketing information system
Database marketing
Database
Even though the ad has a global focus, it does not have global appeal, at least not in Europe. Careful marketing research would have shown that basketball is not as popular in Europe as it is in the United States. Few people purchased the shoe because there were few people who could relate to the sport associated with product.
Key Terms:
Marketing research
Marketing information system
Database marketing
Database
Objectives
*Describe the purpose of marketing research
*Explain the characteristics and purpose of a marketing information system
*Identify procedures for gathering information using technology
*Explain the characteristics and purpose of a marketing information system
*Identify procedures for gathering information using technology