International Marketing Information System & Research The Power Of Marketing

What is IMIS? 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

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

Objectives Marketing Information can lead marketing manager to, Develop new Products Improve existing products Make changes in promotion, price, and distribution strategies and tactics.

Marketing Information can lead marketing manager to,

Develop new Products

Improve existing products

Make changes in promotion, price, and distribution strategies and tactics.

With IMIS.. Things to do to reduce uncertainty , risks associated with decision making: Understand Past/Pre-historical events Current affairs Forecasting future events

Things to do to reduce uncertainty , risks associated with decision making:

Understand Past/Pre-historical events

Current affairs

Forecasting future events

Technology Satellite Communication EDI, High speed Micro-processors Fiber Optics, Databases, Intranet Internet & Telecommunications CD, DVD, USB Data Storage 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

Satellite Communication

EDI, High speed Micro-processors

Fiber Optics, Databases, Intranet

Internet & Telecommunications

CD, DVD, USB Data Storage

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

Database “ A Collection of data arranged in a logical manner and Organized in a form that can be stored and processed by a computer” Example : Optical scanners in Database can able to record data of the goods purchased in to a separate database. Use Of Data : A marketing manager can ask for weekly computer generated report for sales.

“ A Collection of data arranged in a logical manner and Organized in a form that can be stored and processed by a computer”

Example : Optical scanners in Database can able to record

data of the goods purchased in to a separate

database.

Use Of Data : A marketing manager can ask for weekly

computer generated report for sales.

Marketing Research “It is a Systematic and Objective process of generating information for use in making marketing decisions ” The marketing research process is shown in next slide.

“It is a Systematic and Objective process of generating information for use in making marketing decisions ”

The marketing research process is shown in next slide.

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

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

Survey: Any research effort in which data are gathered systematically from a sample of people by means of Questionnaire.

Data: Simply facts. Recorded measures of certain phenomena

Information: A body of facts in a format suitable for use in decision making.

Thank you!