Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does A represent?

The top is marked B. Inside of this are databases with both internal and external data. C is marked for global sources, trade associations, U. S. Census data, the Internet of Things, and single-source services. B is marked for customer orders, customer data, inventory, sales calls, and promotions. From the data warehouse, the data is put into a model that allows it to be organized, manipulated, analyzed and presented. The data is now at the results stage and goes to a marketing researcher or data scientist at their computer. Then it is marked D and looked at such as who is buying, how much are they buying, and why are they buying. This information is then put into another model marked as E where a bar graph is visible.

Figure 7-5

(Photo): Todd Warnock/Lifesize/Getty Images

Multiple Choice

external data sources

buying queries

data warehouse

internal data sources

results