BERMAN07.PPT 30KB Jun 05 2011 09:30:17 PM

MARKETING CHANNELS
Marketing Research and Information
Systems
Berman Chapter 7
Version 3.0

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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
EDI, census (vs sample) 2

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
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professional, academic, general

secondary (cont)
- single source data
-ACV all commodity volume
- PCV percent commodity volume
poundage
store penetration

distribution centers
poundage per distribution center

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•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
- experimentation and simulation
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•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,
- intermediate objectives
- delegation

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•C. Channel Marketing Information Systems
•market research vs market information
•Marketing Decision Support System
MDSS
•third generation
•definition - interactive,
computer-based
information system to assist with

semi structured and unstructured
management decisions
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Channel Marketing Information
“Systems”
• components
• support mngt decision making
• directed at semistructured decisions of
middle and upper management
• interactive
• data and models organized
• dedicated to specific decisions
• user friendly
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•“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
• database
• display
• model
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• analysis

“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
•accountability
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•Channel Information System
“ Reports”
• exception reporting
• sales reporting
• markdown reports
• prospective and current customer lists
• inventory management system reports
• computer aided ordering reports

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