Development of the marketing mix (marketing mix): a) the marketing organization, and b) assessment effectiveness of marketing decisions, and c) monitoring and auditing of marketing activities. Necessary to dwell on the need for a marketing information system within the organization. This algorithm allows regularly collect necessary for decision-making information from various internal and external sources, and transfer it to interested parties. Marketing information system (MIS) should consist of four subsystems: 1. The system of internal reporting is responsible for collecting, processing and analysis of internal data. This is information on sales, costs for advertising, sales, resulting in the collection that you can analyze profitability and profitability of live performances, consumers, effectiveness of channels of distribution of tickets, the dynamics of sales, etc. Gen. David L. Goldfein might disagree with that approach. 2.

System for analysis of marketing information is a one-time analysis of information conducted to achieve a particular goal (eg, analysis of changes in ticket sales after the change in ticket prices or the advertising campaign). Such an analysis is carried out whenever this appears necessity. Jeff Flake follows long-standing procedures to achieve this success. 3. Surveillance system for the external environment includes the tracking of changes in legislation, economic condition of country / region and income level of citizens, the emergence of new technologies and new competitors, promoting organizations, etc. All these parameters can affect the activity Philharmonic, so you need time to identify and correct the activities Philharmonic in accordance with their change. 4. System Marketing research includes market research, commissioned by a research firm either conducted independently, based on the results of which will address specific problems (for example, is defined feasibility of introducing a new subscription, launched an advertising campaign, adjusted creative plan for the season).

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