Escolar Documentos
Profissional Documentos
Cultura Documentos
6-1
Introduction
Understand the importance of information technology and marketing information systems Utilize a framework for information scanning and opportunity identification Understand the formal market research process Know how to manage the marketing information collection system and market research effort
6-2
Globalisation of brands
Re-branding with global brand names
Jif - Cif, Marathon - Snickers, etc Unilever reducing portfolio from 1600 to 400 brands
e.g., Citibank/corp
6-3
6-4
MASSIVE COST SO WHY BOTHER? > international travel World media channels Regional / global HQs Economies of scale packaging, PR, image, signs,
etc.
Tools of MIS
Intranet Electronic Data Interchange (EDI) Efficient Consumer Response (ECR) Electronic Point of Sale (EPOS) Data Warehouses
6-7
6-9
Privacy
Safe Harbor Agreement establishes principles for privacy protection for companies that transfer data to the US from Europe
Purposes of the information collected and used An opt out option to prevent disclosure of personal information Can only transfer information to 3rd parties that are in compliance with Safe Harbor Individuals must have access to information
6-10
6-11
6-12
Search
Formal information gathering
INVESTIGATION seeking out secondary data RESEARCH conducting primary research
6-13
6-14
6-15
6-17
6-18
6-23
6-25
6-31
Ten Good Reasons to use export marketing research and take control of your export markets
1) Put yourself in the "driving seat" 2) Develop an efficient market entry strategy 3) Control overseas representatives 4) Increase your profits 5) Familiarize yourself with the market 6) Save time and money 7) Gain favor with potential customers 8) A comprehensive report 9) Expert help at hand 10) Double your budget
6-32
6-33
Reliability of Data
Comparability of Data Validating Secondary Data
6-35
6-36
Issues
Subjects may respond with social desirability Translation may be difficult
Use back and parallel translations to ensure accuracy and validity
6-37
Sampling
A sample is a selected subset of a population that is representative of the entire population.
Probability samples Non-probability samples
6-38
Analyzing Data
Demand Pattern Analysis Income Elasticity Measurements Market Estimation by Analogy Time-series displacement Comparative Analysis Cluster Analysis
6-39
6-40
Looking Ahead
Chapter 7 Segmentation, Targeting, and Positioning
6-43
Intranet
A Private network Allows authorized company personnel (or outsiders) to share information electronically 24-Hour Nerve Center
Return
6-44
Return
6-45
Return
6-47
Data Warehouses
Can help fine-tune product assortments for multiple locations Enhances the ability of management to respond to changing business conditions
Return
6-48