Competitively uncertain situations select the best action to solve the problem
This presentation is the property of its rightful owner.
Sponsored Links
1 / 29

Competitively Uncertain Situations Select the best action to solve the problem PowerPoint PPT Presentation


  • 42 Views
  • Uploaded on
  • Presentation posted in: General

Value of the Marketing Decision Support System. Understand the purpose of a marketing decision support system (MDSS ). Competitively Uncertain Situations Select the best action to solve the problem Manager’s ability to use information decisively Information interpretation begins with

Download Presentation

Competitively Uncertain Situations Select the best action to solve the problem

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Competitively uncertain situations select the best action to solve the problem

Value of the Marketing Decision Support System

Understand the purpose of a marketing decision support system (MDSS)

  • Competitively Uncertain Situations

    • Select the best action to solve the problem

    • Manager’s ability to use information decisively

    • Information interpretation begins with

      • An understanding of where the information comes from

      • How the information is obtained

      • The relevancy of the information to the business situation being examined

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Understand the purpose of a marketing decision support system (MDSS)

Value of the Marketing Decision Support System

  • Correct interpretation of information is affected by time

    • Information must be collected in a timely, on-going manner

    • Systematic gathering of information on a longitudinal basis

  • Correct Interpretation of information centers on its accuracy

    • Avoid biased information—collect from several sources or use several different approaches

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

CRM and the Marketing Decision Support System

Understand the purpose of a marketing decision support system (MDSS)

  • Customer Relationship Management (CRM)

    • Growth in the electronic marketplace

    • Purpose of automating Customer operational procedures

    • CRM process strategic outcome

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Marketing Decision Support System

  • Marketing Decision Support System (MDSS)

    • A computer based system intended for use by particular marketing personnel at any functional level for the purpose of solving semi-structured problems

  • Unique Characteristics to the MDSS

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Exhibit 5.1

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Marketing Decision Support System

  • Marketing Decision Support System Diagram

    • Stores and Categorizing Three Groups of Marketing Groups of Market-driven Info

      • Environmental

      • Transactional

      • competitive

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Marketing Decision Support System

  • Information is Contained Using

    • Computer

    • Marketing research database

    • Specialized software

  • Information Processing System

    • Manipulates information and provides output

      • Specialized reports

      • Responses to database queries

      • Model simulations

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Marketing Decision Support System

  • Information requirements

    • Information in MDSS—Secondary Data

    • MDSS Designed to Provide Solutions to Current Problems

      • Contains actual market data not intentions or attitudes

      • Provides a picture of what happened in the past

      • The present and the future can be put in perspective

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Marketing Decision Support System

  • Environmental Information

    • Information on Supplies

      • Helps insure that the company has the necessary raw materials and service to react to changes in the market

      • Reliable information—considerations such as cost, quality, and product reliability

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Marketing Decision Support System

  • Criteria Established and Used to Evaluate Suppliers

    • Dollar volume by season and year

    • Growth or shrinkage of annual dollar volume

    • Accuracy of shipping and billing

    • Timeliness of deliveries

    • Price terms and allowance

    • Returns and procedures

  • Greatest Advantage

    • Supplier can be selected or replaced immediately

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Exhibit 5.2

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Marketing Decision Support System

  • Distribution Partners

    • Distributors/Wholesales

      • Advantages over selling direct to retailer

        • Offer packaging and shipping services

        • Reduce inventory carrying needs

        • Reduce credit risks

        • Simplify bookkeeping

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Marketing Decision Support System

  • Hard Data Related to Wholesalers

    • Levels of inventory carried by various wholesalers

    • On-time delivery performance

    • Minimum ordering requirements

    • Transportation costs

    • Repairs, allowances, and adjustments

    • Level of service

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Describe the various information requirements used to design an MDSS

Exhibit 5.3

McGraw-Hill/Irwin


Competitively uncertain situations select the best action to solve the problem

Understand the role of transactional data in MDSS

Marketing Decision Support System

  • Business Intelligence

    • Procedure for collecting daily operational information pertinent to the company and the markets it services

  • Collection Process

  • Transactional Data

    • Information resulting from a transaction usually by consumers and the retailer

  • McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Marketing Decision Support System

    Understand the role of transactional data in MDSS

    • Five Technologies—Collect and Maintain Transactional Data

      • Bar Coding

      • Optical Scanners

        • Universal Product Code (UPC)

        • Shipper Container Marking (SCM)

      • Automatic Replenishment System (ARS)

      • Electronic Data Interchange (EDI)

        • Direct Data Interchange

        • Third-party Networks

      • Reader Sorter

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Describe the various information requirements used to design an MDSS

    Exhibit 5.4

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Describe the various information requirements used to design an MDSS

    Exhibit 5.4

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    3 Key Elements of the MDSS

    Database

    Computer Facilities

    Software System

    Primary Function MDSS

    Produce Reports

    Computer and Software System

    Reflect the need of the user

    Provide reports quickly

    Sort and print specific data

    Be easy to read, use, and manipulate

    Be custom-made versus prewritten systems

    Explain the relationship between the decision support system and business

    Information Processing and the MDSS

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Explain the relationship between the decision support system and business

    Information Processing and the MDSS

    • Statistical Software systems

      • Analyze large volumes of data and compute basic statistics such as means and standard deviations

  • Managerial Function Software Systems

    • Forecasting Systems

    • Product/brand Management Software Systems

    • Promotional Budget System

  • McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Understand the Various models used in an MDSS

    MDSS Models and Output

    • Model

      • Abstraction that explains some phenomenon or activity

    • Purpose of the output

      • To provide a solution to the problem, the solution effort was generated by modeling techniques

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Provide examples of output from an MDSS

    Exhibit 5.7

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Provide examples of output from an MDSS

    Exhibit 5.8

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Understand the Various models used in an MDSS

    MDSS Models and Output

    • Geographic Information System

      • Simulation that uses a spatial modeling technique in conjunction with data drawn from the MDSS

      • Can analyze market areas and learn where certain defined demographic characteristics overlap

      • Sets geographic parameters

      • Can create “what if” scenarios

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Understand the Various models used in an MDSS

    Exhibit 5.9

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Understand the Various models used in an MDSS

    MDSS Models and Output

    • MDSS and Queries as an Output Resource

      • Queries

        • Can retrieve information from the system—requiring no special software

          • Queries arise after data are presented to the analyst

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Relationship that exists between the decision support system and business intelligence

    Business Intelligence Programs

    • Business Intelligence Program (BIP)

      • Formal continuously evolving process—to assess the evolution of its industry and the capabilities of current and potential competitors

    • Tools and Techniques

      • Governmental agencies

      • On-line databases

      • Company and investment community resources

      • Surveys and interview

      • Drive-by and on-site observations

      • Benchmarking

      • Defensive Competitive Intelligence

      • Reverse engineering

    McGraw-Hill/Irwin


    Competitively uncertain situations select the best action to solve the problem

    Summary

    • Value of the Marketing Decision Support System

    • CRM and the Marketing Decision Support System

    • The Marketing Decision Support System

    • Information Process and MDSS

    • MDSS Models and Output

    • Business Intelligence Programs

    McGraw-Hill/Irwin


  • Login