Technology is making information for marketing decisions increasingly accessible. Among communication tools that are changing the way that marketers obtain and use information are databases, electronic bulletin boards, online information services, and the Internet. A database is a collection of information arranged for easy access and retrieval through a computer system. Marketers use databases to tap into internal sales reports, newspaper articles, company news releases, government economic reports, etc. Electronic bulletin boards are a form of computer-based communication.
Users post messages that both marketers and customers can read and discuss.
Online information services are a technological step above electronic bulletin boards. By subscribing to electronic mailing lists, marketers can receive electronic newsletters and participate in online discussions with other network users such as customers, suppliers, and employees. The Internet is a collection of computers hooked together with telephone lines that enables users to communicate and share information around the globe. The World Wide Web has turned the Internet into an important source of marketing information, linking customers and companies around the world. Consumer buying behavior refers to the purchasing of products for personal or household use, not for business purposes.