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GROUP
Harrah’s Entertainment

Questions for Discussion
1. Briefly discuss Harrah’s marketing information system
Marketing managers and other information user Marketing information system Developing needed information Assessing information needs

Internal database

Marketing intelligence

Marketing Research

Analyzing and using information

Marketing Environment

Questions for Discussion
• Marketing Information and Customer Insights: To create value for customers & build meaningful relationships with them, executive managers must gain fresh, deep insights into what customers need and want. • Assessing Information Needs: • Internal database : consumer & market information obtained from a variety of source systems. The system records the details of a customer’s stay, demographic data, preference data, Data recorded from tournaments and special events etc.

Questions for Discussion
• Marketing intelligence : includes everyday data
about developments that helps managers prepare and adjust marketing plans and short-run tactics (e.g., Competitive, economic)

• Marketing Research : Survey, Email, mail • Analyzing and using information : Marketing analysts can analyze hundreds of customer attributes to determine each customer’s preferences and predict what future services and rewards they will want. For example, Harrah’s might award hotel vouchers to out-of-state guests, while free show tickets would be more appropriate for customers who make day trips to the casino.

Customer View of the Total Gold™ Program

Questions for Discussion
2. Describe the relationship between Harrah's marketing information system and Harrah's managers and employees. Harrah's managers - improving service - creating effective advertising & sales promotion programs - developing new products - improving existing products - developing marketing and sales plans - development & use of an effective revenue management program - Training employee to standard

M I S...
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