12_307_MIS

12_307_MIS - USC Marketing 307 •#12 MIS © 2006 Ira S...

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Unformatted text preview: USC Marketing 307 • #12 MIS © 2006 Ira S. Kalb. All rights reserved. 1 1. Definition . System to monitor, collect, analyze, report and take action on marketplace information. 2. When is it used? Throughout the Marketing Cycle. It is on 24/7. 3. How is it different from Market Research? Market research is part of the system that is used to fill in the remaining “holes” in the information matrix that cannot be collected by the automatic components of the system. 4. Advantage of an MIS over Market research? It collects data in real time when the information in most accurate and feelings are most intense. 5. MIS Process. 5-1. Monitor. Systems collect whatever they can automatically. What is not collected automatically can be obtained by people inside and outside your company that monitor the marketplace, the media, etc. 5-2. Collect. Forms, computer screens, scanners, and computer systems are used to collect the data. 5-3. Analyze. Information is filtered and analyzed to separate the signal from the noise so data can be properly interpreted. 5-4. Report. Analyzed information is reported in a convenient form to decision makers. 5-5. Take Action. Weekly meetings and other methods are employed to take the appropriate action. 5-6. Measure Results. The results of the action taken is also analyzed and more adjustments are made as necessary. You wouldn’t ride in a car blindfolded on Sunset Boulevard. You have to continuously obtain feedback to survive and prosper....
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12_307_MIS - USC Marketing 307 •#12 MIS © 2006 Ira S...

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