Order-to-payment cycle Review of sales process & its complete transaction flow Doing it accurately and timely is the key Sales Information Systems Timely & accurate reports on current sales Need to correctly interpret sales data Database, Data Warehousing and Data Mining Customer databases, product databases, salespersons databases Use them to interact correctly with customers MG 220 Marketing ManagementĦ Internal Records & Marketing Intelligence Is developed from: Company’s internal records Marketing Intelligence Activities Marketing Research MIS should be a cross between: What managers think they need What managers really need What is economically feasible MG 220 Marketing Managementĥ Internal Records & Marketing Intelligence Presentation on theme: "Chapter 3 Scanning the marketing environment, Forecasting Demand, and Conducting Marketing research."- Presentation transcript:ġ Chapter 3 Scanning the marketing environment, Forecasting Demand, and Conducting Marketing researchĢ Components of a modern MIS (Marketing Information System)Įveryone needs to observe the environment but marketers have two advantages: Disciplined methods for collecting information More time for interacting with customers & observe competition Marketers understand and have extensive information on consumption patterns Companies with superior information enjoy a competitive advantage MG 220 Marketing Managementģ Components of a modern MIS (Marketing Information System)Ĭonsists of: People, Equipment and Procedures to Gather, Sort, Analyze and Distribute needed, timely and accurate information to marketing decision-makers MG 220 Marketing ManagementĤ Components of a modern MIS (Marketing Information System)
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