ims 554 information marketing for information systems department chapter 5 managing information...
DESCRIPTION
1.0Information Consumer Relationship Identify, satisfy, retain, and maximise the value of their best user department relationship for long term benefit like loyalty program and clienteling where a strong personal contact of ISD personnel with user department is the main emphasis. Empowerment, Project Team, Personal Contact, 3 MANAGING INFORMATION MARKETINGTRANSCRIPT
IMS 554INFORMATION MARKETING for
INFORMATION SYSTEMS DEPARTMENTCHAPTER 5
MANAGING INFORMATION MANAGING INFORMATION MARKETINGMARKETING
Pn Hasnah HashimLecturer
Faculty of Information ManagementUniversiti Teknologi MARAPuncak Perdana Campus
MANAGING INFORMATION MARKETING
1. Information Consumer Relationship2. Competitive Marketing Strategies3. Global Marketplace4. Global Information Marketing
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1.0 Information Consumer Relationship
Identify, satisfy, retain, and maximise the value of their best user department relationship for long term benefit like loyalty program and clienteling where a strong personal contact of ISD personnel with user department is the main emphasis.
Empowerment, Project Team, Personal Contact,
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Things affecting relationships
Initiate positive phone calls Make recommendations and service suggestions Show appreciation Use “we” problem-solving language Get to problems Talk of “our future together” Accept responsibility Plan the future
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2.0 Competitive Marketing Strategies Something special that makes an IS department preferred
by user department or better able to compete and continue to exist in the long term.
Differentiated Oligopoly - few IS providers with differentiated information products and services
Monopoly is the market or industry in which there is only one IS department, which can therefore set the prices of its information products and services.
Natural Monopoly is the industry in which IS department can most efficiently supply all needed information products or services.
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3.0 Global Marketplace
ObjectivesUnderstand how the international trade system,
economic, political-legal, and cultural environments affect a company’s international marketing decisions.
Learn three key approaches to entering international markets.
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Objectives cont..
Understand how companies adapt their marketing mixes for international markets.
Learn how to identify the three major forms of international marketing
organizations.
Case StudyCoca- Cola
1900: Coca-Cola was available in foreign countriesEarly branding efforts placed logo prominently abroad
Coca-cola has recently entered India, China and IndonesiaConsistent positioning and taste worlwide
Ads and promotions are adapted to local markets
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Definition
Global firmA form that, operating in more than one country, gains
R&D, production, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors.
MANAGING INFORMATION MARKETING
3.1 Many businesses are becoming global companies and moving toward transnational business strategies
in which they integrate the global business activities of their subsidiaries and headquarters.
3.2 Global companies are increasingly using the Internet and related technologies as a major component of the global
IT platform to develop and deliver global IT applications that meet their unique global business requirements.
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3.3 Global IT and end user managers must deal with restrictions on the availability of hardware and software, restrictions on transborder data flows and movement of personal data, and difficulties with developing common data definitions and system requirements.
3.4 Companies face six major decisions in international marketing:
3.4.1 Looking at the global marketing environment3.4.2 Deciding whether to go international3.4.3 Deciding which markets to enter3.4.4 Deciding how to enter the market3.4.5 Deciding on the global marketing program3.4.6 Deciding on the global marketing organization
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3.4.1 Looking at the global marketing environment
The International Trade System Tariff, quotas, embargos, exchange
controls, nontariff trade barriers World Trade Organization and GATT Regional free trade zones
o European Uniono North American Free Trade Agreemento Other free trade areas
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3.4.2 Deciding whether to go international
Economic EnvironmentIndustrial structureo Subsistence economieso Raw material exporting
economieso Industrializing economieso Industrial economies
Income distribution
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Political-Legal Environment Attitudes toward international buying Government bureaucracy Political stability Monetary regulations
o Countertrade: barter, compensation, counterpurchase
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Cultural Environment Impact of Culture on Marketing Strategy
o Cultural traditions, preferences, behavior
Impact of Marketing Strategy on Cultureso Globalization vs. Americanization
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3.4.3 Deciding which markets to enter
Define international marketing policies and objectives and sales volume goals
Decide how many countries to target Decide on the types of countries to enter Screen and rank each of the possible international
markets using several criteriaMarket size, market growth, cost of doing business, competitive advantage, risk level
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3.4.4 Deciding how to enter the market
ExportingDirect vs. indirect
Joint venturingLicensing, contract manufacturing, management
contracting, joint ownershipDirect Investment
Assembly facilities, manufacturing facilities
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3.4.5 Deciding on the global marketing program
Standardized Marketing MixSame basic product, advertising, distribution, and
other elements of the marketing mix are used in all international markets.
Adapted Marketing MixThe marketing mix elements are adjusted for each
international target market.
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Product Strategies for the global market
Straight product expansiono Marketing the product with no change
Product adaptationo Altering the product to meet local conditions or the
wants of the foreign marketProduct invention
o Creating new products or services for foreign markets
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Global promotion strategies
Standardized global communicationo Advertising themes are standardized from country
with slight modifications Communication adaptation
o Advertising messages are fully adapted to local markets
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Global pricing strategies
Company face many problemso Price escalationo Pricing to foreign subsidiarieso Recent economic and technological forceso The Internet
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Global distribution channels
Whole channel viewo Seller’s headquarters organizationo Channels between nationso Channel within nationso Numbers and types of intermediaries
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3.4.6 Deciding on the global marketing organization
Managing international marketing activities
Step 1 : Organize export departmentStep 2 : Create an international divisionStep 3 : Become a global organization
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4.0 Global Information Marketing
The international dimensions of global information marketing include uniform IS products and services that can be used the
same way all over the world. dealing with cultural, political, and geoeconomic
challenges posed by various countries. developing appropriate business and IT strategies for
the global marketplace.
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developing a portfolio of global IT applications and a technology platform to support them.
database management methods have to be developed and systems development projects managed to produce the global information systems that are required to compete successfully in the global marketplace.
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Thank You