ch06Global Information Systems and Market Research(全球营销,沃伦·J·基坎;第四版)概要1.pptVIP

Chapter 6 Global Information Systems and Market Research Power Point by Kristopher Blanchard North Central University 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 Information Technology for Global Marketing Information Technology refers to an organization’s processes for creating, storing, exchanging, using, and managing information. Management Information Systems provide managers and other decision makers with a continuous flow of information about company operations Tools of MIS Intranet Electronic Data Interchange (EDI) Efficient Consumer Response (ECR) Electronic Point of Sale (EPOS) Data Warehouses Customer Relationship Management New business model Philosophy that values two-way communication between company and customer Every point of contact with a consumer is an opportunity to collect data Can make employees more productive and enhance corporate profitability Customer Relationship Management The major thing is, ‘One size fits all’ is not true. CRM is designed to support the sales process, and if I develop a system that works in the U.S., it might not work in Europe.” - Jim Dickie, Insight Technology Group 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 Information Subject Agenda The starting point for global marketing information system is identifying a list of subjects for which information is desired Should be tailored to the needs and objectives of the company Two essen