CHAPTER 2 - Port Marketing Manual CHAPTER 2 PORT MARKETING...

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Port Marketing Manual CHAPTER 2 PORT MARKETING INFORMATION SYSTEM CHAPTER 2 PORT MARKETING INFORMATION SYSTEM 2.1 PORT MARKETING INFORMATION SYSTEM 2.1.1 INTERNAL INFORMATION 2.1.2 MARKETING INTELLIGENCE 2.1.3 MARKETING RESEARCH 2.2 EVALUATION AND SELECTION OF INFORMATION 2.2.1 VALIDITY, RELIABILITY AND STABILITY OF INFORMATION 2.2.2 RELEVANCE AND USEFULNESS OF INFORMATION 2.2.3 BASIC PRINCIPLES OF SORTING AND PROCESSING MARKETING INFORMATION 2.3 PROBLEM IDENTIFICATION AND MARKETING OBJECTIVES 2.3.1 DEFINING PROBLEM 2.3.2 SETTING UP OBJECTIVES 2.1 PORT MARKETING INFORMATION SYSTEM For a long time, port management has devoted most of its attention to managing capital, materials and labor. Less attention has been paid to the critical resource of the port: information. However, besides a thorough knowledge of the practice of international commerce and the development of transport, it is absolutely necessary for the port to collect information and have a set of Marketing Information System, in order to position your port in its commercial and industrial environmento For ports, marketing-oriented information can be summarized as follows: Information about all actual and potential port users, especially big clients : their production and business evolution; their medium and long term plans; their organization (how transport is arranged and by whom); their expectations and difficulties regarding international transport. There are ports which are systematically collecting customs statistics and information to better identify importers or exporters who are using other ports, and who can be attracted if interesting conditions are proposed to them. Sometimes, direct port users are freight forwarders or MTO’s. In that case, it is not enough to learn only about these direct users, but also to be familiar with all the above information about their principals-real shippers and shipowners. If it is possible, the same information should also be collected on port users’ main commercial rivals. Information about technological and economic changes. In maritime, inland waterway and air transport as well as in ports: the evolution of multimodal transport; the new forms of containers; the EDI system; inland transport improvements; new types of vessels or other transport media; the advantages, shortcomings, cost and the pace of these changes; also new technological changes in port industry such as cargo handling, navigational services, and information processingo 1
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Information about economic, commercial and industrial changes affecting cargo volume, origins and destinations: the economic, commercial and industrial development of the country or region or enterprise, trade patterns, new trends in production, distribution and consumption. Information about the international or regional political or administrative / technical
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CHAPTER 2 - Port Marketing Manual CHAPTER 2 PORT MARKETING...

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