1
MARKETING CHANNELS
Marketing Research and Information Systems
2
A. Introduction •Definition
systematic
gathering, recording and analyzing relevant data
to reduce uncertainty
•Differences of Channels Research -interorganizational
upstream, downstream,internal - cooperative relationship and trust - long term commitments
3
B. The Market Research Process •problem definition
- vague, exploratory, precise, conclusive •secondary data
- internal - invoices, accounting reports, inventory records, shipping records,
customer correspondence, other research - external - backorders, facility inspections, survey data, product recalls, coop adv
- Government reports - Business sources
4
secondary (cont)
- single source data
-ACV all commodity volume
- PCV percent commodity volume poundage
store penetration
distribution centers
5
•generation of primary data •research design
- sampling vs census
- probability/ nonprobability - precision (sampling error) •sources
-survey - attitudes, opinions, awareness behavior, demographics, socio-ecos, intentions, motivations
- observation - natural, controlled, mechanical, human
6
•analysis of data
- coding - dependable, reliable, trustworthy - tabulation - averages, totals, percents
- data analysis - cross classification tables
•recommendation for action
- retain, improve, maintain etc
•implementation
- timetables, budgets,
7
•C. Channel Marketing Information Systems •market research vs market information •Marketing Decision Support System
MDSS
•third generation
•definition - interactive, computer-based
8
Channel Marketing Information “Systems”
• components
• support mngt decision making
• directed at semistructured decisions of middle and upper management
• interactive
• data and models organized
9
•“Types” of Channel Information Systems • 1st gen info systems (IS)
• computer based , single source • 2nd gen IS
• commercial and internal data • 3rd gen IS - MDSS
• 2nd gen PLUS interactive bases Structure of a CMIS
10
“Special Topics” in Channel Info Systems • Scanning based data
• Electronic data interchange EDI
• message formats, communication protocols • direct or third party
• direct or indirect benefits • strategic benefits
• Database Marketing •addressability
•measurability •flexibility
11
•Channel Information System “ Reports”
• exception reporting • sales reporting
• markdown reports
