The document discusses the International Marketing Information System (IMIS), which is designed to collect and analyze data about global business activities for decision-making. It emphasizes the importance of understanding market dynamics, forecasting, and using technology to reduce uncertainties in marketing strategies. Additionally, it outlines the marketing research process, which includes defining problems, planning research, and analyzing data to inform decision-making.

1. International Marketing Information System & Research The Power Of Marketing

2. 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

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

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

5. 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

6. 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.

7. 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.

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 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.

10. Thank you!