...MARKETING DECISION support system Marketing decision support system (MDSS) A system used to manipulate a collection of data to interpret and explore potential business scenarios in order to make management decisions. Marketing decision support systems (MDSS) are considered by some businesses a key tool in gaining the edge over competitors. MDSS can be used to assist, rather than supersede, employee decision makers in the complicated scenarios which are common in marketing. Also MDSS can be defined as A coordinated collection of data, systems, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and the environment and turns it into a basis for marketing action An emerging trend in the realm of marketing has been the increased application of marketing decision support system (MDSS) technology to aid with decision-making (DM). Developing a sound and robust marketing strategy has never been an easy task. The success or failure of a company’s marketing effort depends on the interaction of numerous internal and external factors, combined with the knowledge and intuition of the decision-makers themselves. Marketing DM requires a comprehensive analysis of environments both inside and outside the firm. It requires a wide range of strategic information, including hard and soft information, and it requires managers to deal with issues that involve a high degree of uncertainty, subjectivity and ambiguity...
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...Marketing Information Systems Robert R. Harmon Portland State University I. II. III. INTRODUCTION MARKETING DECISION SUPPORT SYSTEMS CUSTOMER MANAGEMENT SYSTEMS IV. V. PRIVACY AND THE MARKETING INFORMATION SYSTEM CONCLUSION GLOSSARY customer relationship management (CRM) Software applications manage the interaction of customers with an organization. They are used to increase the return on marketing efforts by enabling the understanding of the complete history of a firm’s interactions with its customers. CRM systems are able to target promotions to likely buyers, facilitate sales efforts, and deliver customer service. cybermarketing The convergence of the Internet, computers, information systems, telecommunications and the customer with the marketing process. data mart A scaled down version of a data warehouse that usually holds a subset of the entire data set in order to provide more focused and faster access to specialized data. data mining Computer-based exploration and analysis of large quantities of data in order to discover meaningful patterns and rules for the purpose of improving marketing, sales and customer service operations. data warehouse Electronic storage that is a repository where data from internal and external sources are collected, organized and stored for future analysis. enterprise resource planning (ERP): Software applications that integrate back-office systems for order processing, manufacturing, finance, accounting, and human resources...
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...European Journal of Marketing 29,1 8 Received June 1994 Information systems in marketing Identifying opportunities for new applications Jari M. Talvinen Helsinki School of Economics and Business Administration, Helsinki, Finland Introduction Over the past three decades, subtle changes in the theory and practice of marketing have been fundamentally reshaping companies. These changes have also been evident in marketing and management related information systems. More and more, companies are faced with the need to control an ever larger and rapidly changing marketing environment. The information processing requirements of companies are expanding as their competitive environments become more dynamic and volatile[1]. To handle the increasing external and internal information flow and to improve its quality, companies will need to take advantage of the opportunities offered by modern information technology (IT) and information systems (IS). Managing marketing information by means of IT has become one of the most vital elements of effective marketing. By collecting and sharing marketing information and by using it to promote corporate and brand image, IS offer new ways of improving internal efficiencies of the firm. Information systems allow dynamic marketing communication between personnel in corporate planning, accounting, advertising and sales promotion, product management, channels of distribution and direct sales. Information technology-based marketing information systems...
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...1) MIS is the process in which you first determine what information marketing managers need. Then you must gather, sort, analyze, store and distribute relevant and timely marketing information to system users. The MIS has three components and four types of data. MDSS includes analysis and interactive software that allows marketing managers, even those who are not computer experts. 2) The steps marketing research process are 5) A common finding across many different kinds of perception is that the perceived qualities of an object can be affected by the qualities of context. If one object is extreme on some dimension, then neighboring objects are perceived as further away from that extreme. "Simultaneous contrast effect" is the term used when stimuli are presented at the same time, whereas "successive contrast" applies when stimuli are presented one after another. 6) a process in which experience with the environment leads to a relatively permanent change in behavior or the potential for a change in behavior. A major controversy in cognitive development has been "nature vs. nurture", or nativism versus empiricism. 7) The volume of B2B (Business-to-Business) transactions is much higher than the volume of B2B transactions. [The primary reason for this is that in a typical supply chain there will be many B2B transactions involving sub components or raw materials, and only one B2C transaction, specifically sale of the finished product to the end customer. For example, an automobile...
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...Many companies such as Google, and Tesla are working on autonomous vehicles. This will increase productivity of drivers allowing them to work while “driving”. Autonomous vehicles also increase safety of passengers. According to (Phys) google’s autonomous cars went 1.5 million miles without an accident caused by the car. Autonomous cars can also reduce traffic by shortening following distances. There are also many other AI technologies that are very beneficial for example medical decision support systems. According to (Medscape) “Medical decision support systems MDSS are computer systems designed to assist physicians or other healthcare professionals in making clinical decisions.” They do this by giving possible diagnoses to the doctor. This accelerates the diagnosing process and saves money by providing a fast and specific diagnosis. A doctor may have insufficient knowledge in your symptoms and you can still receive the correct care. AI has many advantages and should be...
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...Letter of Transmittal April……………… Department of Accounting Rangpur Government College Subject: Submission of the Term Paper. Dear Sir. I am pleased to inform you that I have completed the Term Paper on Dutch Bangla Bank Mobile Banking. I am in high spirits that now I can present it. Though due to shortage of time I face some difficulties to complete this report properly but I have tried my level best. I, therefore, hope and pray that my report would quench your thirst and will leave up to your satisfaction. Sincerely, Mintu Kumar Roy Roll:9585570 Reg;1567512 Department of Accounting Rangpur Government College, Rangpur All admiration and praises are solely to “Almighty Allah” whose mercy absolutely enabled to us to pursue the study under the supervision of eminent teachers and complete the Term paper work successfully. The authors expresses his abysmal respect and deepest sense of gratitude and heartfelt thanks to their most reverend teacher and Term paper supervisor Joynal Abedin; Lecturer, Department of Accounting, Rangpur Government College, for his efficient guidance, keen interest, timely instruction, valuable advice and continuous encouragement throughout the Term paper work and completion of this Term paper. Special thanks are also extended to the employee of our selected organization and whose valuable opinion helped me to complete the analysis of the Term paper. I also acknowledge the co- operation of my friend, Md...
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...30/05/2012 Investigación de mercado y decisiones gerenciales Capítulo 1 Investigación de mercados Función que enlaza una organización con su mercado mediante la recopilación de información. Resuelve problemas Aclara nuevas tendencias Identifica nuevas oportunidades de productos O diseño de nuevos enfoques para comunicarse con los clientes. 1 30/05/2012 Tareas del proceso de IM Diseñar métodos para recopilar información Administrar la recolección de información Analizar e interpretar los resultados para comunicarlos a quienes toman decisiones. Mercadotecnia Planeación y ejecución de las actividades de fijación de precios, promoción y distribución de productos, servicios e ideas para generar intercambios que satisfagan a la empresa y a sus clientes. Con el fin de: Llevar los bienes y servicios pertinentes A las personas correctas En el momento y lugar oportunos Con el precio justo Mediante la combinación atinada de técnicas de promoción. 2 30/05/2012 La información por tanto debe ser Fidedigna Importante Oportuna Mercadotecnia de relaciones Estrategia de forjar relaciones de largo plazo con los clientes. La ganancia de la compañía se da con compras repetidas, Aumento de las ventas Mayor participación de mercado Utilidades 3 30/05/2012 Éxito de la mercadotecnia de relaciones Conocer el mercado Programas eficaces de capacitación Facultamiento de los empleados Trabajo...
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...last step in the marketing research process is “Step 6: Make the Decision” (Kotler & Keller, 2009, p. 103). 5. Research that is designed to capture cause-and-effect relationships by eliminating competing explanations of observed findings is called _____. Research that is designed to capture cause-and-effect relationships by eliminating competing explanations of observed findings is called “experimental research” (Kotler & Keller, 2009, p. 95). 6. _____ is a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action. “Marketing decision support system (MDSS)” is a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns...
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...Text Control Marketing Plan Alison Schindelar John Gilley Mark Aswall Latoya Davis Orin Howard May 5, 2014 Mission TextControl is an innovative product that strives for safety in automobiles. By keeping lives safe while driving, the product aims to decrease the amount of distraction on the road for everyday drives by locking cell phones once placed in a docking station. Product Description TextControl is a docking system that locks the driver’s cell phone once it is placed into the device, which will prohibit any hand use while driving. The device connects to the automobile’s cigarette lighter and charges the phone while placed in the dock. The docking system will not ban the driver from using Bluetooth or voice to text features as these features will still be fully functional while driving. Value Proposition ------------------------------------------------- Product Target Customers Key Benefits ------------------------------------------------- TextControl Insurance Companies Reduced accidents caused by cell phone distraction ------------------------------------------------- Value Proposition ------------------------------------------------- No distractions, just safe driving Macro-environments The macro-environment refers to the external factors, which affect a company's planning and performance, and are beyond its control. There are several factors to consider regarding TextControl, which can affect...
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...Measles (Rubeola) Measles, also known as Rubeola, is an infection caused by a virus. It is a member of the genus morbillivirus and in the family Paramyxoviridae and is highly contagious. Once quite common, measles can now almost always be prevented with vaccination. Measles elimination was declared in the United States in 2000, as result of such vaccination. Measles outbreaks now come from traveling overseas to infected areas and bringing the disease back to the United States. The United States averages only about 60 cases of measles a year, and most of the cases have originated outside the country (Manual for the Surveillance of,” 2014). Identification of International Outbreak The last known measles outbreak, with a known origin, began with a group from Christian Aid Ministries, who went on a mission to the Philippines in 2014. The Philippines, at the time, were experiencing a very large measles outbreak, with over 30,000 suspected cases being reported in the Asian nation. The U.S. experienced 23 measles outbreaks in 2014, including one large outbreak of 383 cases, occurring primarily among unvaccinated Amish communities in Ohio. Many of the cases in the U.S. in 2014 were associated with cases brought in from the Philippines (Manual for the Surveillance of,” 2014). Details of International Outbreak Forty-nine percent of the cases in the U.S. in 2014 were associated with cases brought in from the Philippines. Of the 288 cases, 280 were associated with importations from at...
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...MNM3025/101/3/2012 Tutorial Letter 101/3/2012 Marketing research MNM3025 Semester 1 & 2 Department of Marketing and Retail Management This tutorial letter contains important information about your module. Bar code MNM3025/101 CONTENTS 1. 2. 3. 4. 5. 6. 7. 8. 9. Introduction and welcome Purpose and outcomes of the module Lecturer and contact details Module related resources Student support services for the module Module specific study plan Assessments Examination Concluding remarks Page reference guide Assignments Additional reading list Appendix A. Appendix B. Appendix C. 1. INTRODUCTION AND WELCOME We are pleased to welcome you to this module in customer service and hope that you will find it both interesting and rewarding. We will do our best to make your study of this module successful. You will be well on your way to success if you start studying early in the semester and resolve to do the assignments properly. You will receive a number of tutorial letters during the semester. A tutorial letter is our way of communicating with you about teaching, learning and assessment. Tutorial Letter 101 – this tutorial letter – contains important information about the scheme of work, the assignments and guidelines for preparing and submitting the assignments for this module. Furthermore, the prescribed study material and other resources and how to obtain it are provided further on. We have also included general information about this module, as well as administrative...
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...Abstract Abstract The goal of this master’s thesis is to identify and evaluate data mining algorithms which are commonly implemented in modern Medical Decision Support Systems (MDSS). They are used in various healthcare units all over the world. These institutions store large amounts of medical data. This data may contain relevant medical information hidden in various patterns buried among the records. Within the research several popular MDSS’s are analysed in order to determine the most common data mining algorithms utilized by them. Three algorithms have been identified: Naïve Bayes, Multilayer Perceptron and C4.5. Prior to the very analyses the algorithms are calibrated. Several testing configurations are tested in order to determine the best setting for the algorithms. Afterwards, an ultimate comparison of the algorithms orders them with respect to their performance. The evaluation is based on a set of performance metrics. The analyses are conducted in WEKA on five UCI medical datasets: breast cancer, hepatitis, heart disease, dermatology disease, diabetes. The analyses have shown that it is very difficult to name a single data mining algorithm to be the most suitable for the medical data. The results gained for the algorithms were very similar. However, the final evaluation of the outcomes allowed singling out the Naïve Bayes to be the best classifier for the given domain. It was followed by the Multilayer Perceptron and the C4.5. Keywords: Naïve Bayes, Multilayer...
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...I. Eliashberg and C.L. Lilien, Eds., Handbooks in OR d MS. Vol. 5 0 1993 Elsevier Science Publishers B.V. All rights reserved. Chapter 17 Marketing Strategy Models* Yoram (Jerry) Wind The Wharton School. University o/PennryIuonio. Philodrlyhio. P A 19104. U S A Gary L. Lilien Pennsyluanin Stare Uniriersity, Universiry Park, P A 16802, U S A 1. lntrcduction Many of the models and approaches outlined in other chapters of this book address single marketing issues (promotional spending, pricing, salesforce deployment, etc.) within the context of any organization where other factors are assumed constant. For the most part, such approaches are 'bottom-up', and closely akin to the operational philosophy of traditional ORIMS. Consider, in contrast, a large organization with several business divisions and several product lines within each division. Marketing plays a number of roles throughout that organization. At the organizational level, marketing can provide both perspectives and information to help management decide on what the mission of the corporation should be, what the opportunities of the organization might be, what strategies for growth it might have, and how it might develop and manage its portfolio of businesses. The resulting corporate policies provide guidelines fordevelopment of strategy at each business division. And, at the lowest level, the managers of each product and/or market within each division develop their own marketing strategies within the...
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...SECTION VIII END OF TEXTBOOK COMPREHENSIVE CASE ANALYSIS Guidelines For Using Cases Suggested Chapters, Part, Challenge Level, Team Cases, Comments Case Number Chapter Part Level Comprehensive 1 3 2 Medium 2 5 2 Medium 3 6 2 Medium 4 7 2 Medium 5 2 Medium 6 8 3 Challenging 7 9 3 Medium 8 8 3 Medium 9 9 3 Medium 10 5 Medium Comprehensive 11 13 5 Medium 12 15 5 Medium 13 16 6 Medium 14 Advanced Comprehensive 15 Advanced Comprehensive 16 Advanced Comprehensive 17 Advanced Comprehensive Comments: Cases vary in difficulty. Please review each case to see if it fits your course and students. These guidelines may help you select cases for your course. For example, if you use teams, then one team could work on Case 1 and 2. If only one person does a case, then assign only Case 1. Team 1: Cases 1 and 2 7: Case 14 2: Cases 3 and 4 8: Case 15 3: Cases 6 and 7 9: Case 17 Advanced 4: Case 8 10: Case 18 Advanced 5: Case 9 11: Case 19 Advanced 6: Case 13 12: Case 20 Advanced Caution Instructors, Please Read This Caution Note about the Harvard Cases: Users of Sales Management: Teamwork, Leadership, and Technology have asked for several newer, advanced comprehensive cases. The Publisher has added four excellent Harvard cases for you...
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... a. the government b. external partners c. various publics d. competitors e. none of the above (Answer: b; p. 97; Moderate) 5. Marketers must weigh carefully the costs of additional information against the _____ resulting from it. a. uses b. benefits c. knowledge d. rewards e. cost (Answer: b; p. 98; Easy) 6. Four common sources of internal data include the accounting department, operations, the sales force, and the _____. a. owners b. stockholders c. marketing department d. custodians e. quality control department (Answer: c; p. 99; Moderate) 7. Marketing information from this type of database usually can be accessed more quickly and cheaply than other information sources. Which one is it? a. External. b. MDSS. c. EIS. d. Internal. e. Field representatives. (Answer: d; p. 99;...
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