Competitively Uncertain Situations Value of the Marketing Decision Support System Understand the purpose of a marketing decision support system (MDSS) Competitively Uncertain Situations Select the best action to solve the problem Manager’s ability to use information decisively Information interpretation begins with An understanding of where the information comes from How the information is obtained The relevancy of the information to the business situation being examined McGraw-Hill/Irwin

Correct interpretation of information is affected by time Value of the Marketing Decision Support System Understand the purpose of a marketing decision support system (MDSS) Correct interpretation of information is affected by time Information must be collected in a timely, on-going manner Systematic gathering of information on a longitudinal basis Correct Interpretation of information centers on its accuracy Avoid biased information—collect from several sources or use several different approaches McGraw-Hill/Irwin

Customer Relationship Management (CRM) CRM and the Marketing Decision Support System Understand the purpose of a marketing decision support system (MDSS) Customer Relationship Management (CRM) Growth in the electronic marketplace Purpose of automating Customer operational procedures CRM process strategic outcome McGraw-Hill/Irwin

Marketing Decision Support System (MDSS) Describe the various information requirements used to design an MDSS Marketing Decision Support System (MDSS) A computer based system intended for use by particular marketing personnel at any functional level for the purpose of solving semi-structured problems Unique Characteristics to the MDSS McGraw-Hill/Irwin

Describe the various information requirements used to design an MDSS Exhibit 5.1 McGraw-Hill/Irwin

Marketing Decision Support System Diagram Describe the various information requirements used to design an MDSS Marketing Decision Support System Diagram Stores and Categorizing Three Groups of Marketing Groups of Market-driven Info Environmental Transactional competitive McGraw-Hill/Irwin

Information is Contained Using Marketing Decision Support System Describe the various information requirements used to design an MDSS Information is Contained Using Computer Marketing research database Specialized software Information Processing System Manipulates information and provides output Specialized reports Responses to database queries Model simulations McGraw-Hill/Irwin

Information requirements Marketing Decision Support System Describe the various information requirements used to design an MDSS Information requirements Information in MDSS—Secondary Data MDSS Designed to Provide Solutions to Current Problems Contains actual market data not intentions or attitudes Provides a picture of what happened in the past The present and the future can be put in perspective McGraw-Hill/Irwin

Environmental Information Marketing Decision Support System Describe the various information requirements used to design an MDSS Environmental Information Information on Supplies Helps insure that the company has the necessary raw materials and service to react to changes in the market Reliable information—considerations such as cost, quality, and product reliability McGraw-Hill/Irwin

Criteria Established and Used to Evaluate Suppliers Marketing Decision Support System Describe the various information requirements used to design an MDSS Criteria Established and Used to Evaluate Suppliers Dollar volume by season and year Growth or shrinkage of annual dollar volume Accuracy of shipping and billing Timeliness of deliveries Price terms and allowance Returns and procedures Greatest Advantage Supplier can be selected or replaced immediately McGraw-Hill/Irwin

Describe the various information requirements used to design an MDSS Exhibit 5.2 McGraw-Hill/Irwin

Distribution Partners Marketing Decision Support System Describe the various information requirements used to design an MDSS Distribution Partners Distributors/Wholesales Advantages over selling direct to retailer Offer packaging and shipping services Reduce inventory carrying needs Reduce credit risks Simplify bookkeeping McGraw-Hill/Irwin

Hard Data Related to Wholesalers Marketing Decision Support System Describe the various information requirements used to design an MDSS Hard Data Related to Wholesalers Levels of inventory carried by various wholesalers On-time delivery performance Minimum ordering requirements Transportation costs Repairs, allowances, and adjustments Level of service McGraw-Hill/Irwin

Describe the various information requirements used to design an MDSS Exhibit 5.3 McGraw-Hill/Irwin

Business Intelligence Marketing Decision Support System Understand the role of transactional data in MDSS Business Intelligence Procedure for collecting daily operational information pertinent to the company and the markets it services Collection Process Transactional Data Information resulting from a transaction usually by consumers and the retailer McGraw-Hill/Irwin

Five Technologies—Collect and Maintain Transactional Data Marketing Decision Support System Understand the role of transactional data in MDSS Five Technologies—Collect and Maintain Transactional Data Bar Coding Optical Scanners Universal Product Code (UPC) Shipper Container Marking (SCM) Automatic Replenishment System (ARS) Electronic Data Interchange (EDI) Direct Data Interchange Third-party Networks Reader Sorter McGraw-Hill/Irwin

Describe the various information requirements used to design an MDSS Exhibit 5.4 McGraw-Hill/Irwin

Describe the various information requirements used to design an MDSS Exhibit 5.4 McGraw-Hill/Irwin

Information Processing and the MDSS Explain the relationship between the decision support system and business 3 Key Elements of the MDSS Database Computer Facilities Software System Primary Function MDSS Produce Reports Computer and Software System Reflect the need of the user Provide reports quickly Sort and print specific data Be easy to read, use, and manipulate Be custom-made versus prewritten systems McGraw-Hill/Irwin

Information Processing and the MDSS Explain the relationship between the decision support system and business Statistical Software systems Analyze large volumes of data and compute basic statistics such as means and standard deviations Managerial Function Software Systems Forecasting Systems Product/brand Management Software Systems Promotional Budget System McGraw-Hill/Irwin

Understand the Various models used in an MDSS MDSS Models and Output Understand the Various models used in an MDSS Model Abstraction that explains some phenomenon or activity Purpose of the output To provide a solution to the problem, the solution effort was generated by modeling techniques McGraw-Hill/Irwin

Provide examples of output from an MDSS Exhibit 5.7 Provide examples of output from an MDSS McGraw-Hill/Irwin

Provide examples of output from an MDSS Exhibit 5.8 Provide examples of output from an MDSS McGraw-Hill/Irwin

Understand the Various models used in an MDSS MDSS Models and Output Understand the Various models used in an MDSS Geographic Information System Simulation that uses a spatial modeling technique in conjunction with data drawn from the MDSS Can analyze market areas and learn where certain defined demographic characteristics overlap Sets geographic parameters Can create “what if” scenarios McGraw-Hill/Irwin

Understand the Various models used in an MDSS Exhibit 5.9 Understand the Various models used in an MDSS McGraw-Hill/Irwin

Understand the Various models used in an MDSS MDSS Models and Output Understand the Various models used in an MDSS MDSS and Queries as an Output Resource Queries Can retrieve information from the system—requiring no special software Queries arise after data are presented to the analyst McGraw-Hill/Irwin

Business Intelligence Programs Relationship that exists between the decision support system and business intelligence Business Intelligence Program (BIP) Formal continuously evolving process—to assess the evolution of its industry and the capabilities of current and potential competitors Tools and Techniques Governmental agencies On-line databases Company and investment community resources Surveys and interview Drive-by and on-site observations Benchmarking Defensive Competitive Intelligence Reverse engineering McGraw-Hill/Irwin

Summary Value of the Marketing Decision Support System CRM and the Marketing Decision Support System The Marketing Decision Support System Information Process and MDSS MDSS Models and Output Business Intelligence Programs McGraw-Hill/Irwin