Đang chuẩn bị nút TẢI XUỐNG, xin hãy chờ
Tải xuống
Chapter 14, channel information systems. After studying this chapter you will be able: Understand importance of information systems for management of channels, elements of channel information systems, how information systems are used to impact channel service objectives, performance measures for channels, understand principles of channel implementation. | Chapter 14 Channel Information Systems SDM – Ch 14 Tata McGraw Hill Publishing Learning Objectives Understand importance of information systems for management of channels Elements of channel information systems How information systems are used to impact channel service objectives Performance measures for channels Understand principles of channel implementation SDM – Ch 14 Tata McGraw Hill Publishing CIS Purpose CIS is Channel Information Systems CIS is the orderly flow of pertinent operational data both internally and between channel members, for use as a basis of decision making in specified responsibility areas of channel management CIS is of primary use of sales managers. SDM – Ch 14 Tata McGraw Hill Publishing Information - Advantages Useful in marketing planning – helps improve quality of marketing decisions Can help tap market opportunities Provides an alert against competition Helps spot trends – favourable or otherwise Helps develop action plans for growth Gives . | Chapter 14 Channel Information Systems SDM – Ch 14 Tata McGraw Hill Publishing Learning Objectives Understand importance of information systems for management of channels Elements of channel information systems How information systems are used to impact channel service objectives Performance measures for channels Understand principles of channel implementation SDM – Ch 14 Tata McGraw Hill Publishing CIS Purpose CIS is Channel Information Systems CIS is the orderly flow of pertinent operational data both internally and between channel members, for use as a basis of decision making in specified responsibility areas of channel management CIS is of primary use of sales managers. SDM – Ch 14 Tata McGraw Hill Publishing Information - Advantages Useful in marketing planning – helps improve quality of marketing decisions Can help tap market opportunities Provides an alert against competition Helps spot trends – favourable or otherwise Helps develop action plans for growth Gives feedback on consumer needs SDM – Ch 14 Tata McGraw Hill Publishing Classification of Information Based on the use made of it by marketing – planning, operations, decision making or control Based on subjects – consumers, products, competition, channels, promotions, pricing, sales volume, value etc Operations data – facts and figures Also based on assumptions, anticipated occurrences – forecasts relating to the channel system SDM – Ch 14 Tata McGraw Hill Publishing Information Process COLLECTION USE PROCESSING STORAGE SDM – Ch 14 Tata McGraw Hill Publishing Information Process Collection: acquiring and placing raw data – monthly sales by each territory Processing: analyzing data to get meaning out of it – arranging, modifying and interpreting the data by the user – comparison of sales between periods Storage: keeping the information intact till it is needed Use: application of information for management decision making – sales data of the last 6 months to forecast the sales of
