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1、global info systemGlobal Information SystemGlobal Information SystemGlobal Information SystemGlobal Information SystemAn organized collection of computer hardware, communication equipment, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display
2、information about worldwide business activities.Data versus InformationData versus Information Datathe raw factsrecord measures of certain phenomena which are necessary to provideInformationfacts in a form suitable for managers to base decisions onCharacteristics of Valuable Characteristics of Valua
3、ble InformationInformationRelevanceQualityTimelinessCompletenessA set of computer programs that store raw data and transform it into accessible information. A decision support system has two components:DatabaseSoftwareDecision Support SystemsDatabaseDatabaseA database is a collection of raw data arr
4、anged logically and organized in a form that can be stored and processed by a computerData WarehousingData WarehousingInformation management termThe process that allows information from operational systems to be stored and organized into separate systems for simple accessSoftwareSoftwareVarious type
5、s of programs that tell computers, printers, and other hardware what to doSoftware allows managers to combine and restructure databases, diagnose relationships, build analytical models, estimate variables, and otherwise analyze the various databasesFour Major Sources of Input for a Four Major Source
6、s of Input for a Decision Support SystemDecision Support SystemInternal recordsProprietary marketing researchMarketing intelligenceOutside vendors and external distributorsInternal RecordsInternal RecordsInternal records that may become useful information for marketing managers.Accounting reports of
7、 sales and inventory figures, provide considerable data.Data about costs, shipments, inventory, sales, and other aspects of regular operations are routinely collected and entered into the computer.Marketing IntelligenceMarketing IntelligenceA marketing intelligence system consists of a network of so
8、urces and regular procedures by which marketing executives obtain everyday information about nonrecurring developments in the external marketing environment.Outside Vendors and External Outside Vendors and External DistributorsDistributorsDistributors of market information as their products. Many or
9、ganizations specialize in the collection and publication of high-quality information. e.g., A. C. Nielsen Company provides television program ratings, audience counts.Proprietary Marketing ResearchProprietary Marketing ResearchEmphasizes the companys gathering of new data. Not conducted regularly or continuously. Projects conducted to study specific company problems
