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    Channel Information System

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    Brian Duela
    Channel information systems (CIS) collect and analyze operational data within and between channel members to assess performance and facilitate decision making. CIS classify information based on its use for planning, operations, or control, and subjects like consumers, products, and sales. The information process involves collecting, processing, storing, and using data, such as monthly sales by territory, to forecast sales and make management decisions. Developing an effective CIS requires determining information needs, organizing it suitably, and specifying its intended users and purposes.

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    Channel Information System

    Uploaded by

    Brian Duela
    2K views2 pages
    Channel information systems (CIS) collect and analyze operational data within and between channel members to assess performance and facilitate decision making. CIS classify information based on its use for planning, operations, or control, and subjects like consumers, products, and sales. The information process involves collecting, processing, storing, and using data, such as monthly sales by territory, to forecast sales and make management decisions. Developing an effective CIS requires determining information needs, organizing it suitably, and specifying its intended users and purposes.

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    CIS

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    Channel information systems (CIS) collect and analyze operational data within and between channel members to assess performance and facilitate decision making. CIS classify information based on its use for planning, operations, or control, and subjects like consumers, products, and sales. The information process involves collecting, processing, storing, and using data, such as monthly sales by territory, to forecast sales and make management decisions. Developing an effective CIS requires determining information needs, organizing it suitably, and specifying its intended users and purposes.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    2K views2 pages

    Channel Information System

    Uploaded by

    Brian Duela
    Channel information systems (CIS) collect and analyze operational data within and between channel members to assess performance and facilitate decision making. CIS classify information based on its use for planning, operations, or control, and subjects like consumers, products, and sales. The information process involves collecting, processing, storing, and using data, such as monthly sales by territory, to forecast sales and make management decisions. Developing an effective CIS requires determining information needs, organizing it suitably, and specifying its intended users and purposes.

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    Chapter 14 Channel Information Systems

    I. Definition:

    CIS is the orderly / organized flow of pertinent / relevant operational data both internally and between
    channel members, for use as a basis of decision making in specified responsibility areas of channel
    management

    Purpose:

    To collect and analyze data about the operation of the channels in order to assess the performance and
    take timely corrective action continuously improve performance.

    Advantages:

    1. Useful in marketing planning – helps improve quality of marketing decisions


    2. Can help tap market opportunities
    3. Provides an alert against competition
    4. Helps develop action plans for growth
    5. Gives feedback on consumer needs

    Classification of Information:

    1. Based on the use made of it by marketing – planning, operations, decision making or control
    2. Based on subjects – consumers, products, competition, channels, promotions, pricing, sales
    volume, value etc
    3. Operations data – facts and figures
    4. Also based on assumptions, anticipated occurrences – forecasts relating to the channel system

    Information Process

    The information system uses methods and resources to collect, process and used the pertinent
    information for decision making relating to the channel.

    The process involves four steps:

    1. Collection –acquiring and placing raw data – monthly sales by each territory. Ex. Monthly sales
    by each territory
    2. Processing –analyzing data to get meaning out of it – arranging, modifying and interpreting the
    data by the user – comparison of sales between periods
    3. Storage –keeping the information together till it is needed
    4. Use –application of information for management decision making – sales data of the last 6
    months to forecast the sales of the next month.
    Development of CIS

    Decide what information is required

    Organize information in a manner suitable for interpretation and action

    Decide who will use the information when and for what purpose

    Use of Information
    Planning: sales forecasts
    Control: expenses against budget
    • There is always a cost of collecting information.
    • If data collector is not properly, the data provider will hesitate to
    give the information.
    • The channel MIS works at the sales operational level.

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