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Marketing myopia is the tendency of businesses to define their market so narrowly as to miss opportunities for growth. It is suggested that businesses will do better in the long-term if they concentrate on improving the utility of a product or good, rather than just trying to sell their products.
A marketing information system (MIS) is a management information system (MIS) designed to support marketing decision making. Jobber (2007) defines it as a "system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis." In addition, the online ...
In an organization, marketing executives' duty is managing available marketing resources to create a more effective future. For this, they need make judgments about risk and uncertainty of a project and its impact on the company in short term and long term. To assist marketing executives in making effective marketing decisions, an EIS can be ...
Demarketing may be considered “unselling” or “marketing in reverse”, which includes general and selective demarketing. [1]Although the concept of demarketing lacks a precise theoretical definition, it refers to an attempt by the firm to discourage all or some of its customers from making purchases either temporarily or permanently.
Disadvantages of the sprinkler strategy are: A successful implementation of the sprinkler strategy incurs a high need for many financial and personnel resources in a very short time frame. If too many market entries are unsuccessful and the strategy fails, major losses to the company are highly probable.
Return on marketing investment (ROMI), customer acquisition costs, and retention rates are examples of commonly employed marketing accountability metrics. [ 2 ] Marketing Accountability was the subject of a report published in 1997 by Financial Times Management Reports [ 3 ] It investigated a widespread problem that consultants McKinsey & Co ...
More broadly, marketing managers work to design and improve the effectiveness of core marketing processes, such as new product development, brand management, marketing communications, and pricing. Marketers may employ the tools of business process re-engineering to ensure these processes are properly designed, and use a variety of process ...
The SCO Group's 2003 lawsuit against IBM, funded by Microsoft, claiming $5 billion in intellectual property infringements by the free software community, is an example of FUD, according to IBM, which argued in its counterclaim that SCO was spreading "fear, uncertainty, and doubt". [32]