Marketing environment and marketing information system

Marketing environment and marketing information system

-1 Marketing environment:

Marketing performance depends largely on two main aspects, one internal and is in the ability of

Institution to achieve the effective adjustment with the powers and the surrounding environmental conditions, which is the

External variables that are subject to the control or management control of marketing.

Successful marketing depends on the development of the marketing mix that fits with the trends

And developments in the marketing environment, which includes a uncontrolled powers, which

Institution must adapt the catalog with them.

Marketing environment as "all the forces and external influences that can not (Kotler) where it was Kotler

Under the control of enterprise marketing management, but they affect their ability to develop and maintain their dealings

Successful with its customers in their target markets.
2

And knew Sumaidaie (2000) "effective forces inside and outside the organization, which affect the ability of

Marketing Management to conduct exchanges with consumers.
3

And whether developments in the marketing environment resulting in uncertainty

Threats and opportunities for marketers who continue to modify their marketing strategies in order to respond

Factors environment dynamics, Valmracbh the continuous environment is an important process for the survival of the institution and to achieve its objectives

Long-term.

Characterized by the marketing environment of the institution after the most important characteristics: 4

They include the outer frame that surrounds the institution and its catalog.


Involving forces and variables are difficult to control or predict.
  

To include a range of opportunities and constraints or threats.
And a high degree of uncertainty and risk.
Dynamic and rapid change and continuous.
Complexity and influence of the forces involved.
: There are several entrances or divisions to study the environment and most important of these entrances following 1

A - Partition year: the environment is divided into two types: general environment, and the environment, intended for the environment

All the factors and variables and constraints of social, cultural, economic, political, demographic

Demographic, legal, technological, etc..
The environment is intended by all elements

Most attached to the activities of the institution.

B - division according to the degree of influence: the environment is divided into: the environment and consists of a partial Foundation

Suppliers, the general public, competitors, customers.
The college environment includes environmental forces

Foreign Affairs, demographic factors, economic, natural, technological, political and social rights.

Environment is a source of opportunities or threats, it is imperative to deal with it or achieve the desired response

With it, so that the institution can access to their specific objectives, so marketing managers may choose a

Entrances of the following: 2

Either accept the environment as uncontrolled factors and therefore must achieve adaptation, and based on 

So they accept their environment as they are and do not try to make changes or perhaps influence, where

Remain passive and behaviors towards the environment just a reaction.

Or trying to prepare for the impact on them, where their efforts are not limited to mere surveillance and response 

Act, but it adopts a gateway offensive aimed at influencing the masses and the forces of the marketing environment

Vmdero marketing trying to create marketing opportunities or to derive the greatest benefit and the lowest cost of opportunities

Current marketing.

But you can not determine any Hin entrances is better than the other, some institutions see the entrance

The negative is more appropriate, but other institutions see the positive that the entrance that leads to achieving

Better results, the choice between these two entrances depends on the philosophy of the administrative organization and objectives

And financial resources, customers and human skills and the environment in which it operates inside the institution.

-2 Marketing information system:  

Given that information is the raw material of any decision, the director of marketing in constant need of

Information to make decisions, analyze situations, solve problems and exploit the opportunities available.
Decisions are no longer

Taken only after marketing provide accurate and most recent information on the markets and what we are living today case

Information explosion, the enterprise service that can not cope with enormous informatics developments and rapid

And adapted to work with them in the field could not stand or remain in the market.

Has produced information technologies that accompanied the massive information revolution, new applications for systems

Information and new standards for design, and therefore new generations of sophisticated information systems.

In the past were not of interest to information systems and senior management focus, but today it is the most important

The fundamental challenges facing modern management is the need for delicate work and in order to achieve systematic

Integration of information technology (IT systems) and management and organization in order to gain an advantage

Competitive.

-1-2 Definition of marketing information system

Information system means "a homogenous group and interconnected business, elements and materials you

Compile, run, manage and control data in order to produce and deliver useful information for decision-makers

Through a network of lines and communication channels.
1

Known as a "network of interrelationships and consisting of human resources (Kotler) As Kotler

And physical and procedures relating to the analysis, Calendar and distribution of information in a timely manner that would qualify

Management to take appropriate marketing decisions.
As defined by Tarek Taha "marketing information systems is one of the applications and information systems functions

Business is designed to provide information needed by decision-makers in a timely marketing

Manner.
3
  
Characteristics of marketing information system

Effective marketing information system must be characterized by the following characteristics: 1

Provides marketing decision-makers accurate information stream connects institution its environment

Marketing.

Supports marketing managers in the analysis of marketing activities.
Planning marketing activities.
Implementation of marketing plans in place.
Control over the marketing plans to ensure their implementation as planned.
Increase the capacity of the decision maker to make decisions fast instant with respect  operations

Sale and see the reaction of the market as a result of those decisions.

Rapid identification and flour on the needs of the target market.
Continuous monitoring of the marketing opportunities faced by the institution 

Understand the conditions better than competitors can institution from strategies mode

Marketing appropriate to deal with them.
  

Help marketing managers monitoring and careful analysis of the effects of environmental forces 

Affecting the marketing activities of the institution.

-3-2 Sources of marketing information

Are as follows: 1

-1-3-2 Records and internal reports: includes records and reports, and financial modeling systems

Accounting, and marketing costs and customer accounts, the movement of cash flow, production records from the Department of

Production and related production schedules and the type and volume of production, etc., and records management

Sales, which includes the volume and value of sales, returns, and customer complaints, and sales areas

And others.

-2-3-2 Marketing intelligence: and procedures are carried out by the organization in order to be aware

Developments experienced by the internal and external environment and projected trends in each of them, and includes:

Domestic intelligence, foreign intelligence.

-3-3-2 Marketing research:

Marketing research is one of the ways to get on analyzing marketing information, which

Rely on institutions at the present time in order to study and analyze their own internal factors

And identify the factors of the external environment and pressures on and identify marketing opportunities

Available to them, and draw appropriate strategies and to enable them to achieve their goals, as the dependence on

Marketing Research Foundation helps to address the problems that you may encounter, and to take appropriate decisions

And through the adoption of scientific methods of identifying problems and constraints and to identify alternatives available

Order to reach choose the best alternative and the optimal decision in light of the internal and external conditions.

Fbhuth marketing scientific method in collecting, recording and analyzing data and information relating to

Develop marketing strategies and stand on the problems and obstacles and to develop appropriate treatments

In order to enable the marketing department to effectively carry out its activities and knows Abdel Fattah (1987) as "represent

The process of collecting, recording and analysis of data and statistics on the marketing problems in order to provide

Appropriate information to make marketing decisions "
  

And knows Kotler (1997) as "a systematic process in the design, assembly and prominent analysis of the data

And results concerning the status of certain marketing faces established "1

Marketing research is performed through a mechanism involving a number of incremental steps are implemented

Regular, and you know the process of market research, and there are eight main stages researcher should

Catalog traffic and finely honed to ensure the correct methodology for marketing research and these stages are: 2

Study the situation (determine problem);  the

Preliminary investigation (drafting hypotheses);  the

Research project final;  the

Data collection;  the

Statistical analysis;  the

Analysis and interpretation; 

Showing results; 

Follow-up.


Marketing information systems differ between the Municipal Corporation and other terms of the ease and complexity

And flexibility, data sources and methods of analysis and presentation of results.
There is no marketing information system

One compatible with all institutions and for this, each institution must create that system as

Which corresponds to the needs of their own with the best information as possible, so as to reach the highest levels of

Quality of service that customers expect.
And quality are the subject of the stator element.

-3 Quality of services:

Today's world is a world of alternating provide services of various kinds, and the enter key to quality

The market and bring in customers, they play an important role in the service product design and marketing.
Where they

(Quality) of importance to both recipients and providers, and has increased awareness of the service institutions

The importance and the role of the application of the concept of quality in achieving competitive advantage.
And there are many definitions

Quality, Many people may mean them better quality or the best or most solvency, may differ

Customer needs and expectations when searching in the quality of service required and how to rule them
  

Indicate the quality of service in the modern concept for Tarek Taha and Mohamed Farid saucer to: "how

Service's ability to meet customer expectations and satisfy their needs. "1

The researchers argue that the beneficiaries judge the quality of service by comparing service

Actually receive with the service that expect that and therefore these researchers know the quality of service

"It is the case of discrepancy between the expectations of beneficiaries and between ".
And there are known as "the relationship between what customers expect and what they get."
If dashed

Their expectations, their perception about the service quality they will be bad, but if they exceed the perceived quality

Expectations of the beneficiaries, their perception of the service they are of high quality. "3

It is therefore on the institutions that are looking for ways and means to develop and improve the quality of its services

That fit with the expectations of beneficiaries and meet their needs to answer the following question: "How resides

Beneficiaries quality of service? "

-1-4 Factors that determine the quality of service from the point of view of the beneficiary

That the only criteria that depend on them (Berry) and (Parasuraman) and (Zetham) sees all of

Assess the quality of service are those determined by the beneficiary of the service where these researchers has identified nine

Resorted to the beneficiary criteria for judging the quality of service provided to him.
These criteria are: 4

-1 Intangible aspects.

-2 Extent possible and provide access to the service.

-3 Merit and efficiency (for those in charge of providing the service)

-4 Safety

-5 Credibility: What is the credibility of the service provider?
Is he trustworthy?
Are you committed to its promises? ....

-6 Communications

-7 Degree of understanding of the service provider to the needs of the client.

-8 Reliability: means the service provider's ability to perform a service that promised a high degree of health

And accuracy

-9 Response: the willingness and desire of the service provider to provide assistance to the beneficiary.

: As the researchers unanimously agreed that there are four major factors that affect the recipient and is forecast
  

The spoken word.

-2 Needs and personal preferences.

-3 Previous experience.

4 external communications.

3) How do you show the quality of service, as defined - explains the form as shown in Figure (1

The gaps caused by the lack of success in providing the required quality five gaps
  
Notably, in practice, that there is a gap between the quality of service expected from the beneficiary

And perceived quality has, and that this gap can be positive, as it could be

And colleagues (1985) model the gap analysis model and the aim (Berry) is negative.
We have developed a

Used in the analysis and identification of sources of quality problems and to assist managers in how to improve the quality
  
So that the quality of service at the level of the expectations of the beneficiary, you must be items which are

Marketing mix for this service placed carefully.
And will learn more on the marketing mix

Services in Section pro.

The second topic: the marketing mix for services

The marketing mix is ​​defined as "a set of elements that can Foundation

Which impact on consumer reaction to a product (good or service). "1

And had varied views of many researchers and writers in the extent of the similarity of the marketing mix of goods

With the marketing mix of services in terms of the basic elements that make up the mix.
The more tradition

Researchers and writers agree on four basic components of the marketing mix: product, price

, Distribution, and promotion.

However, this mix has been subjected to severe criticism by researchers and practitioners in the field

Services, where they agree that this combination quartet is not fit for the service sector.

4) shall be carried him P) see that the traditional mix elements of (Magrath and therefore (1989

Air and an amendment and expansion in accordance with the nature of the services provided, and based on this author and his supporters in this

View is that the service is intangible require great efforts beyond the requirements of material goods for this must

4) routine as follows: P) expand the list to include other elements in addition to the

-1 Product, 2 - Price, 3 - Distribution, 4 - Promotion, 5 - aspects  (physical evidence)

-6 Individuals, 7 - the process of providing the service.

And sees these researchers and practitioners that these seven elements serves as a vital artery

Marketing programs for Service Foundation.

And we will try to shed light on all seven of these elements in this section.

The first requirement: Service

-1 Service concept: the literature showed many definitions of marketing for the service, but some of them will be mentioned

With a focus on common characteristics of these tariffs in an attempt to establish a definition includes all of these

Characteristics.

I knew the American Society for marketing the service as "a or activities that offer benefits

For sale or offer associated with the goods sold. "1 However, this definition did not distinguish adequately between the Item

And service.

Says that the service is: "the process of producing intangible benefit (Adrian Palmer) and there is the definition of

Class basis, either by itself or as an essential element of a tangible product, where they are through any form

Forms of exchange to satisfy a need or desire undiagnosed at the client or beneficiary.
Has been defined as "any activity or series of activities in nature is (Gronroos The (2000

Concrete is usually, but not necessarily by the interaction between the consumer and staff

Service or material resources or goods or regulations that are presented as solutions to customer problems or

Beneficiary. "3

2000) that "activities include services economic) Zeitaml the, Betner and says

Outputs is not a physical product which is generally consumed at the time of production and provide added value and are

Intangible mainly to the first purchaser. "4

The service is activity or benefit offered for swap, namely "(Kotler and knew the service Kotler (2006

Essentially intangible and do not result in any property.
The service can be linked or not linked

Product material ". 5

Based on what has been its review of the definitions of the service, it can be defined as follows:

"Service is an economic activity or intangible benefit primarily, where through the process

Swap is to satisfy the needs and desires of the recipient, and is generally consume the time of production, and is

Relatively ephemeral, and provide added value, but it does not necessarily result in the process of consumption

Transfer of ownership. "

If when you talk about the services we are dealing with an intangible thing, which purchased is not

Necessarily result in the transfer of ownership, but when production or during so we get the benefits and benefits.
These

Some of the characteristics that distinguish them from service item, which will be shown off in the stator element.

-2 Properties Services: Services Characteristics and advantages of separating and for material goods, and agreed

Upon by researchers, specialists, and highlighted by:

-1-2 Allammoosah: Services intangible words do not have a physical presence, which is difficult to see

And to touch and feel, or smell, or hear them before you buy them.
In practice, the process of production

And consumption Thdthan in one and the same, and the consequent property other subsidiary and is the difficulty preview

Christophe Sempel and Frediric Beilen or service experience before buying it.
And see all of the

Allammoosah include two dimensions: the physical dimension (you can not see and touch the service).

To overcome this difficulty, the beneficiary looking for good indicators for the quality of service it gives meaning

Per what he sees: the physical environment, personnel, equipment, information, logos, and prices.
: And may arrange for to Ammoosah services many of the most important results 2

The difficulty of establishing precise criteria module services.
Marketing services does not include the process of separation of ownership.
Production and consumption process is detachable.
There is no storage or an inventory of service.
The client part of the production process.
-2-2 Allazmih (no separation): services are provided and consumed at the same time, and this money is true

The material goods that are made, then shopping and consume.
And mean Baltlazmih the degree of interdependence between the service

And between the person who shall be submitted, and may result in many of the services need to attend

Beneficiary to submit places.
And this is what drives service institutions to guide potential towards training and rehabilitation and development capabilities

And meritorious service providers due to the positive reflection of their skill level on the process of service delivery

And achieve a competitive advantage for their services.

As follows property Allazmih the need for the beneficiary contribution or participation in their production.

As an example, we find that the accuracy of diagnosis of the doctor to the patient's health status depends in part on the accuracy

Information and answers given by the patient.
4

-3-2 Asymmetry or homogeneity: characterized by feature contrast or services asymmetry or heterogeneity

As long as it depends on the skill or method, or the efficiency of the supplier and the time and place of submission to the difficult
Find module standards for production, surgical process conducted by a famous surgeon, for example, the longer the better in terms of

Quality and perfection, safety and the chances of success compared to the process conducted by a less experienced surgeon.
It also submitted that the

Service offers its services in different ways depending on the particular circumstances.

This property is paid to service institutions seek to reduce the variation in services to a minimum

And using the following steps: 1

Good testing and training for workers.
Profiling the performance of the service operations entirely at the enterprise level (such as the use of devices 

And equipment)

Follow the beneficiary satisfaction with the services provided by him.
-4-2 Alphenaúah and gels: services exposed to the demise and destruction when they are used, they are not stored.
-

Every seat is reserved in a plane or in a theater is a loss - This property does not constitute any problem if

Demand was constant, stable, and vice versa.
He and to mitigate the effects of this property by some

Procedures such as: 2

Propose different prices in order to convert a portion of demand in growing, periods to periods

Other.

Propose additional services to fill customers while you wait.
The use of pre-booking systems to facilitate the planning application.
Granting of complementary services in periods of low demand.
It can follow the following strategies: 3

A - Played on demand: Service Provider seeks to display its products in complementary markets or to link demand

Appropriate commercial operations (reduction in cinema halls, for example)

B - play on the show: the service provider can search for the development of its resources to adapt and as soon as

Its possible with demand.

-3 Rating services: We have researchers and specialists services on the basis of classification and standards 
Follow
Share this article :
 

Post a Comment

 
Support : Creating Website | Johny Template | Mas Template
Copyright © 2011. karena - All Rights Reserved
Template Created by Creating Website Published by Mas Template
Proudly powered by Blogger