全球信息系统和市场研究.pptVIP

Chapter 5 Global Information Systems and Market Research Power Point by Yonghong Lv, SMIC Key Terms and Concepts Management information system 管理信息系统 Information technology 信息技术 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 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 essential criteria Is all the information subject areas relevant to a company with global operations Categories should be mutually exclusive Information Subject Agenda Scanning Modes: Surveillance and Search Surveillance Informal information gathering VIEWING – general exposure to