International Marketing Information System Presentation Transcript

1. International Marketing Information System & Research The Power Of Marketing 2. What is IMIS? o An Organized Collection of Telecommunication equipment, Computer Hardware and software data and personal design to capture, store, update, manipulate, analyze and immediately display information about worldwide business activity 3. Objectives o Marketing Information can lead marketing manager to, o Develop new Products o Improve existing products o Make changes in promotion, price, and distribution strategies and tactics. 4. With IMIS.. o Things to do to reduce uncertainty , risks associated with decision making: o Understand Past/Pre-historical events o Current affairs o Forecasting future events 5. Technology o Satellite Communication o EDI, High speed Micro-processors o Fiber Optics, Databases, Intranet o Internet & Telecommunications o CD, DVD, USB Data Storage o Eg: To set up markets in Europe, Motorola has to make Pricing Decisions according to International Currency and Exchange rates Information transfer by any of the technology to promote IMIS 6. Database o A Collection of data arranged in a logical manner and Organized in a form that can be stored and processed by a computer o Example : Optical scanners in Database can able to record o data of the goods purchased in to a separate o database. o Use Of Data : A marketing manager can ask for weekly o computer generated report for sales. 7. Marketing Research o It is a Systematic and Objective process of generating information for use in making marketing decisions o The marketing research process is shown in next slide. 8. Defining the Problem Planning the Research Design (Surveys,Observn,Expmts) Selecting the Sample (Cause - Problem) Collecting the Data (for resp cause) Analyze the Data (Ability to fix the Cause) Preparing a Report Following Up (Mangmt evaluation abt the rept) International Marketing Research

9. Glossary o Survey: Any research effort in which data are gathered systematically from a sample of people by means of Questionnaire. o Data: Simply facts. Recorded measures of certain phenomena o Information: A body of facts in a format suitable for use in decision making. 10. Thank you!