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Chapter 5 and 6 questions

1. The base for superior customer knowledge is a range of marketing information and knowledge resources. These resources include active scanning, specific market research. Information and intelligence resources are both internal to the company and external to the marketplace. Marketing and management of information systems provide frameworks for integrating decisions which will aid in the decision making process, so it is a powerful tool that can help the organization gain an advantage on the competition.

7. The challenges and or obstacles that organizations face is how the use of all information sharing can be done. Ethically, organizations draw a fine line because there is a growing attention to ethics and information sharing. Privacy rights, sharing rights, and taking the data from vulnerable places and invasive data collection are some of those concerns and or obstacles.

9. Data mining consists of an organization essentially taking lots and lots of data about anything whether it be people, customers markets etc, and store all this information in a large database. The company then goes through this database and picks out the valuable pieces of information needed to either enhance the company or put it in a better position to reach their customers and or market segment. Data mining may be difficult because you are not guaranteed valuable information and there may not be a good return on the initial investment.

10. Some of the drawbacks would be the limitations of the research; most of these companies cannot capture the necessary info or data. The quality of the research many not be up to par and one may have to be subject to quality being extremely low. Costs are very important since studies are extremely costly and expensive. Research methods, what type of research is being conducted and what problem or problems is this research trying to address?

11. I believe that when it comes to ethical limits, all stakeholders within the...