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global mktg test ch 6 (test 2)
Terms in this set (27)
an organization's processes for creating, storing, exchanging, using, and managing information
Management Information Systems (MIS)
provide managers and other decision makers with a continuous flow of information about company operations
Management Information System (MIS) should provide a means for:
reporting relevant data.
private network that only gives access to members/employees
24 hour nerve center
Electronic Data Interchange (EDI)
allows different departments in companies to
Conduct business electronically
most important aspect of EDI is that
all transaction formats are universal
efficient consumer response
A joint initiative by members of a supply chain to work toward improving and optimizing aspects of the supply chain to benefit customers
what does ECR do?
means that retailers are working hand-in-hand with suppliers to look at POS data to make sure that:
shelves stay stocked
shelves stay stocked with the RIGHT PRODUCTS
Customer Relationship Management
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
Integral part of CRM
Help fine-tune product assortments for multiple locations
Enhance the ability of management to respond to changing business conditions
Company executives based abroad who have contact with distributors, consumers, suppliers, and government officials
Friends, acquaintances, professional colleagues, consultants, and prospective employees
Direct sensory perception
Using the senses to find out firsthand what is going on in a particular country
Global Marketing Research
the project-specific, systematic gathering of data in the search scanning mode on a global basis
market research is
project specific and systematic
"the activity that links the consumer, customer, and public to the marketer through information."
objectives of international market research are ____________ as the objectives of domestic research.
customer needs already being served by one or more companies; information may be readily available
an undiscovered market; demand would be there if product was there
market will emerge as macro environmental trends continue
when a person's values and beliefs intrude on the assessment of a foreign culture
can ask question "why" and get face to face answers. Very intimate and rich qualitative data.
sample of consumers whose behavior is tracked over time EX) watch eating habits, tv watching. Get longitudinal data.
watch and record behaivor of customers in real settings. Can be sketchy but you can learn a lot.
trained moderator leads a big group discussion/interview. Usually 6 to 10 people. Allows for real time follow-ups/ modifications of questions
a selected subset of a population that is representative of the entire population.
Participants from larger population randomly selected to be part of smaller sample. Statistically reliable and generalizable back to entire population.
also known as a convenience sample. Participants not randomly selected. Less generalizable.
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