Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

8. Improving Decisions
   with Marketing
   Information

Text © The McGraw−Hill

Companies, 2002

strategies. It’s also easy for

managers to get—and share—mar-

keting information. That’s because

the company has its own intranet,

and the information on it is con-

stantly updated.

When LensCrafters was first

evaluating the eye care market, a

situation analysis revealed that

there was a big opportunity. For

example, library research revealed

that 57 percent of people aged 18

or older wear eyeglasses, con-

tact lenses, or both. Many also

get sunglasses. Similarly,

government statistics

showed that demographic

trends were favorable to

long-run growth in the $10

billion a year eye care market.

216

Chapter Eight

Improving Decisions

with Marketing

Information

216

When You Finish
This Chapter, You
Should

1.Know about
marketing information
systems.

2.Understand a
scientific approach to
marketing research.

3.Know how to
define and solve
marketing problems.

4.Know about getting
secondary and
primary data.

5.Understand the
role of observing,
questioning, and
using experimental
methods in marketing
research.

6.Understand the
important new terms
(shown in red).

With over 850 stores,

LensCrafters has quickly become

one of the largest chains of eye-

wear stores in the United States,

Canada, and Puerto Rico.

A key to LensCrafters’ success

is that its managers use marketing

research to better understand tar-

get market needs and to plan

place

price

promotion

produc