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International Marketing Information System

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International Marketing Information System

  1. 1. International Marketing Information System & Research The Power Of Marketing
  2. 2. What is IMIS? <ul><li>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 </li></ul>
  3. 3. Objectives <ul><li>Marketing Information can lead marketing manager to, </li></ul><ul><li>Develop new Products </li></ul><ul><li>Improve existing products </li></ul><ul><li>Make changes in promotion, price, and distribution strategies and tactics. </li></ul>
  4. 4. With IMIS.. <ul><li>Things to do to reduce uncertainty , risks associated with decision making: </li></ul><ul><li>Understand Past/Pre-historical events </li></ul><ul><li>Current affairs </li></ul><ul><li>Forecasting future events </li></ul>
  5. 5. Technology <ul><li>Satellite Communication </li></ul><ul><li>EDI, High speed Micro-processors </li></ul><ul><li>Fiber Optics, Databases, Intranet </li></ul><ul><li>Internet & Telecommunications </li></ul><ul><li>CD, DVD, USB Data Storage </li></ul><ul><li>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 </li></ul>
  6. 6. Database <ul><li>“ A Collection of data arranged in a logical manner and Organized in a form that can be stored and processed by a computer” </li></ul><ul><li>Example : Optical scanners in Database can able to record </li></ul><ul><li>data of the goods purchased in to a separate </li></ul><ul><li>database. </li></ul><ul><li>Use Of Data : A marketing manager can ask for weekly </li></ul><ul><li>computer generated report for sales. </li></ul>
  7. 7. Marketing Research <ul><li>“It is a Systematic and Objective process of generating information for use in making marketing decisions ” </li></ul><ul><li>The marketing research process is shown in next slide. </li></ul>
  8. 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. 9. Glossary <ul><li>Survey: Any research effort in which data are gathered systematically from a sample of people by means of Questionnaire. </li></ul><ul><li>Data: Simply facts. Recorded measures of certain phenomena </li></ul><ul><li>Information: A body of facts in a format suitable for use in decision making. </li></ul>
  10. 10. Thank you!