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Enhancing Decision Making[Decision Support System]Information Technology in Perspective, 11e
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Information Technology as a Competitive Strategy Available technology can
determine if you are profitable or not
Information Technology can: Give access to a world market Improve product & service
quality Aid communication between
employees Reduce costs Increase productivity Improve company morale
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Leveraging Information Technology
Increasing sales Increasing market share Creating new business Collecting data at the
source Eliminating the
intermediary Improving customer
service
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Information and Decision Making
Qualities of information Completeness of
information Timeliness of information Relevance of information Accessibility of
information
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Making Decisions to Produce Products and Services
Strategic ManagementStrategic Management
Tactical ManagementTactical Management
Operational ManagementOperational Management
PlanPlanOrganizeOrganize
LeadLeadControlControl
ResourcesResourcesResourcesResources FunctionsFunctionsFunctionsFunctions Products Products &&
ServicesServices
Products Products &&
ServicesServices
Employees Managers Government Customers StockholdersFinancialInstitutions
Colleges/Agencies
Media
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Types of Decisions
Programmed decisions Address well-defined
problems
Information-based decisions Unstructured decisions
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Who have succeeded in making
the Right Decisions?
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ForMARK BRANDING
Making the Right Decisions
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Branding for
BRANDEQUITYBuilding
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“Brand equity is ownership of a competitively differentiating value
proposition.”
(David Aaker)
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Mark Branding = Corporate Branding
2 tiers: Core brand = Jose Rizal UniversityValue-brand = “We care about good education”
Other examples: Microsoft: Your Potential, Our Passion* Rockwell: The Address of Fashionable Manila* MetroBank: You’re in Good Hands* Cebu Pacific: Now, Every Juan Can Fly* Smart: Simply Amazing*
Making the Right Decision forMark Branding?
So what are these value brands here? What about in your corporate branding?
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The 3-Tier Brand Strategy …… for an
ESTABLISHED Brand
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The marketing function of each tier:* 1st tier: core branding.
To have a name that is different from all others in the category.
2nd tier: value-branding. To express in a phrase the brand’s position the priority
consumer values which it promises to deliver better than competition.
3rd tier: mark branding. To legitimate the brand in terms of its maker’s
reputation or corporate image.
The 3-Tier Branding Strategy: Summary
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Sensory Signitures of
BRAND EQUITY:How Do You
Design?
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“How do you express your brand’s underlying meaning? What look, feel, sensibility can capture that meaning?”*
Calder’s Brand Design Model
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The 1st & 2nd Ds: Sight & Sound
The 5-D Strategy for Starbucks …
Sense of sight: Lighting = “subdued to keep it cozy.” Action by the counter = “clearly visible &
provides visual entertainment.” Sense of sound:
Music = “soothing and sophisticated, merging into the background to create the right ambience.”
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The 3rd & 4th Ds: Touch & Smell The 5-D Strategy for Starbucks …
Sense of touch: The chairs = “a little scuffed to make them feel
comfy and homely, and less intimidating than lots of stainless steel.”
Sense of smell: Coffee aroma = “enticing, permeating the entire
place, creating anticipation of the rich roasted taste.”
Tea aroma = “the Tazo tea, with unique flavors that revitalize the soul.”
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The 5th D = Taste
The 5-D Strategy for Starbucks …
Sense of taste: Coffee taste = “Our unique and proprietary
coffee brewing method and roasting technique have given our coffee its envigorating effects, and its rich, satisfying flavor.”
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The 5-D Strategy for Starbucks
Results: Over 7,000 stores around the world. Recognized as one of the “Most Trusted
Brands” by Ad Week in 2003. Ranked 8th on Brandweek’s “Super Brands
List.” Average customer visits per store = 18x a
month. Average customer spent per store =
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“Can we apply the 5-D model in
expressing the meaning of any
brand?*
Lindstrom’s 5-D Model: Extendability
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How to Research?
“Create an inventory of the sensory impressions for a brand, highlighting how strongly the impressions came to mind.”
So ask a brand consumer to draw up the brand’s “sensory profile” by rating the brand’s sensory impressions in the 5 senses.
Then plot these 5 sensory impressions in the Brand Sensogram.
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Sample Research Results: Averages
Example: Pepsi vs Coca-Cola:
Avg Rating* on: Pepsi Coke
Taste impression 2.8 3.5
Smell impression 1.4 1.7
Touch impression 0.9 1.8
Sight impression 1.4 2.6
Sound impression 1.1 1.4
*Rating along a 4-point scale with 4 = very strong and 1 = very weak.
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Decisions Support Systems
DSS are interactive information systems
DSS rely on an integrated set of user-friendly hardware and software tools
These tools produce information to support management in the decision-making process
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Characteristics of DSS
Helps decision maker Semistructured & unstructured
problems Most effective for tactical &
strategic management levels Interactive and user-friendly Uses models, simulations, &
analytical tools Readily adaptable to any decision
environment Interacts with a corporate
database Not used for pre-established
production schedule
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The DSS Tool Box
Data Management Data warehousing Data mining
Modeling Decisions involve many
factors Uncertainty and risk present
Statistical Analysis Risk analysis Trend analysis
Applications Development Throwaway systems Support a one-time decision
Planning What-if Goal seeking
Inquiry Graphics Consolidations Application-specific
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The DSS Versus the MIS
MIS supports structured problems
DSS supports semistructured and unstructured problems
MIS is designed and created to support a set of applications
DSS can be adapted to any decision environment
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