MARKETING dss
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MARKETING DECISION SUPPORT SYSTEM
description
... a coordinated collection of data, systems, tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.download: http://sharecash.org/download.php?file=183784
Transcript of MARKETING dss
MARKETING DECISION SUPPORT SYSTEM
Decision Support Systems
Is it morning or evening?
MARKETING DSS ... a coordinated collection of data, systems,
tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
(Kotler)
MARKETING DSS
Decision Support Systems
Decision Support Systems
An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
Stages of Decision Making
IntelligenceIntelligence
DesignDesign
ChoiceChoice
ImplementationImplementation
Is there a problem?
What are the alternatives?
Which should you choose?
Is the choice working?
AssessingInformation
Needs
AssessingInformation
Needs
Developing InformationDeveloping Information
InternalRecords
InternalRecords
MarketingIntelligence
MarketingIntelligence
MarketingResearch
MarketingResearch
DecisionSupport
DecisionSupport
Marketing Information System
Marketing Decisions and Communications
DistributingInformationDistributingInformation
Kotler’s Model of MKISM
ark
eti
ng
Man
ag
ers
Anal
ysis,
Pla
nnin
g,
Impl
emen
tatio
n, C
ontro
l
Marke
ting
En
viro
nm
en
tTarget M
arkets, Marketing Channels, Suppliers,
Competitors, Publics, M
acroenvironment Forces
(Kotler)
InternalRecordsSystem
InternalRecordsSystem
MarketingIntelligence
System
MarketingIntelligence
System
MarketingResearchSystem
MarketingResearchSystem
MarketingDecisionSupportSystem
MarketingDecisionSupportSystem
• Marketing Mix Planning and Decisions• Forecasting• Resource Allocation etc.
Another Model of MKIS
Database
(Adapted from McLeod)
Level 1
Level 2
Level 3
Data ManagementData Acquisition, storage and retrieval
Data AnalysisFinding and analyzing relationships between variables
Decision AnalysisPrioritization and choice amongdecision alternatives
Levels of DSS
MDSS STRUCTURE
INTERACTIVE
FLEXIBLE
DISCOVERY ORIENTED
ACCESIBLE
True Characteristics
Here are a few Examples how Companies achieved success using
MDSS
PepsiCo, uses an MDSS to optimize its marketing mix.
• Managers interact with the system in a question answer mode; information obtained from such sessions & from external databases is analyzed with various models to arrive at decision recommendations.
PepsiCo’s MDSS uses a plethora of models…
• product- mix,• revenue gain forecasting, • product cost optimization, • pricing, • customer and channel promotion, and • market share change, along with several others
A consumer electronics company contracted with MDSS to develop a monthly, historical Sales
and Marketing database.
• Data was extracted from the company's financial system and customized tools were developed to track and analyze sales patterns and sales force productivity.
• This resulted in increased sales of more than $500,000.
Approaches to Decision Analysis
• Checklists• Pro/con analysis• Weighting and scoring method• Management sciences models– Linear programming– Optimization model– Decision tree– Multiple regression
• What if analysis.
GE MARKETING DSSMDSS + GEOGRAPHIC INFORMATION SYSTEM
• marketers need to analyse efficiently geographical information in order to gain competitive advantage and effectiveness.
• Can analyze market areas and learn where certain defined demographic characteristics overlap
GEOMARKETING DSS
The MDSS help companies create a better decision-Making environment.
• It helps to organize data, making it easy to access &, design the outputs to make crucial decisions.
• Experimentation with various situations.
• Quicker evaluation of alternatives and a higher quality of marketing decisions.
MDSS is less evolved than those DSS used to support decision- making in other functions.
• MDSS currently rely on limited quantitative models.
• MDSS developers tend to pay more attention to technological aspects.
• Acceptance by Managers.
• A decision support system should: Assist managers in making decisions
to solve complex problems Support the manager’s judgment rather than try
to replace it Improve the manager’s decision-making
effectiveness rather than its efficiency
Guidelines in Developing MDSS
CONCLUSION
MDSS-valuable tool available to the marketing decision- maker. MDSS allow marketers to make objective and consistent decisions by supporting the fast solution of complex problems.
They allow decision makers to combine their own expertise and intuition with complimentary application models to enhance the quality of marketing decisions.
XTHANK
