1. 1 MARKETING CHANNELS Marketing Research and Information Systems Berman Chapter 7 Version 3.0

2. 2 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)

3. 3 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 professional, academic, general

4. 4 secondary (cont) - single source data -ACV all commodity volume - PCV percent commodity volume poundage store penetration distribution centers poundage per distribution center

5. 5 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

6. 6 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

7. 7 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

8. 8 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

9. 9 “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 analysis

10. 10 “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

11. 11 Channel Information System “ Reports” exception reporting sales reporting markdown reports prospective and current customer lists inventory management system reports computer aided ordering reports