ABSTRACT
Who are the customers? – what are their characteristics? – what are the main influences on what, where, when and how they buy or use a product or service?
Comparison of performance relative to other organizations
n Benchmarking is an example of this. A process of measuring and comparing an organization’s
process leaders and/or key competitors, to facilitate improved performance. It is concerned with demonstrating a commitment to continuous improvement and show that the organization is a learning organization
n The environment consists of many influences that are beyond the power of organizations to shape and control, but have an impact on the organization
n Changes have to be monitored so that an organization can keep track of trends
Information underpins successful marketing and can be of strategic importance, as well as contributing to tactical and operational decision-making.
