GLOBAL INFORMATION

SYSTEM AND MARKET

RESEARCH
Introduction

 Understand the importance of information technology and marketing information systems

 Utilize a framework for information scanning and opportunity identification
 Know how to manage the marketing information collection system and market research
effort
INFORMATION TECHNOLOGY FOR
GLOBAL MARKETING
 IT refres to an organization’s processes for creating,
storing, exchanging, using, and managing
information.
 A MIS ( Management Information System) provides
managers and other decission makers with continus
flow of information about company operations.
 EDI (electronic data interchange) systems allows a company’s business units
submit orders, issue invoices, and conduct business
electronically with others company unit as well as
outsides company.
INFORMATION TECHNOLOGY FOR
GLOBAL MARKETING
 ECR (Efficient Customers Response) as a joint
initiatives by members of a supply chain to work
toward improving and optimizing aspects of the
supply chain to benefits customers.
 CRM (Customer Relationship Management) is a
new business models that helps companies collect,
store, and analyze customer data.
EDI
MIS
Subject Agenda Categories for
Global Information System
 Market Potential: demand estimates, consumer behavior, review of products, channels
 Competitor Information: corporate, business, and functional strategies. Resources and
intentions. Capabilities
 Foreign Exchange: balance of payments, interest rates, attractiveness of country currency,
expectations of analysis
 Prescriptive Information: laws, regulations, rulings concerning taxes, earnings, dividends
in both host and home countries
 Resource Information: availability of human, financial, physical, and information
resources
 General Condition: overall review of sociocultural, political, technological environments
INFORMATION SUBJECT AGENDA AND
ENVIRONMENTAL SCANNING MODES
 Surveillance
- Informal information gathering
• VIEWING – general exposure to information
• MONITORING – paying special attention and tracking a story as it develops

 Search
- Formal information gathering
• INVESTIATION – seeking out secondary data
• RESEARCH – conducting primary research
Sources of Market Information

 Human sources
• Executives based abroad are likely to have established communication with distributors,
consumers, customers, suppliers, and government officials
• Friends acquaintances, professional colleagues, consultants, and prospective employees
 Direct perception provides a vital background for the information that comes from human
and documentary sources
• Gets all the senses involved
• Some information requires sensory experience to interpret it correctly
 Can be important when the domestic market is dominated by a global player
Steps in the Research Process

 Identifying the research problem

 Developing a research plan
 Collecting data
 Analyzing data
 Presenting the research findings