Case Studs

Read the case and answer the following questions $(4$ marks$)$:

Ziwi Peak, a grain$-$free, high protein pet food company asks its MIS $($Marketing Information

System$)$ team to find out what people are saying about its products and their performance.

The MIS team collects information from different social media platforms. They want to know

about any important issues, positive or negative, that might have consumers buzing online about

specific Ziwi Peak's product line, such as unanswered product questions or service complaints.

a$)$ Marketers can obtain the needed information from three sources $($Internal Database,

Marketing Intelligence, Marketing Research$).$ From the caso above, identify how Ziwi Peak's

MIS team obtains customer information? Explain your ansyer. $(2$ marks$)$

b$)$ Discuss how this information $($from your answer in $($a$))$ ean be valuable for Ziwi Peak's

Marketers?