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Not a superfluous toy in a collection of solvent firm

Not a superfluous toy in a collection of solvent firm

Vladimir Makarov general director MMTS " Kazan - Moscow "

Marketologi Systems MMTS constantly trace the market of the software for automation of researches of the market and optimization of activity of the enterprises. If the market of accounting and warehouse programs basically has developed, and his(its) leaders are well-known, requirements to ON in the field of marketing and consulting for the present only are formed, and frequently experts collide(face) with products completely different quality and unexpected consumer properties. MMTS " Kazan - Moscow " and MMTS "Moscow" in similar circumstances had an opportunity to estimate the demonstration version of program "Kasatka" which owners already long time conduct active campaign for promotion of the product, including in regions. The offered material represents the consolidated impressions marketologov from both cities, impression which can be interesting to the colleagues for the first time colliding(facing) with so persistently advanced software.

The first, that experts from Kazan have noted, it is obvious orientirovannost' demo-versions on creation of an attractive image of a product by use of external superficial effects and prompting of the client to purchase of the goods in conditions of deficiency of other software in the field of marketing and management. Style of distribution "Kasatki", in their opinion, " reminds persuasive “ vparivanie ” the goods distributors - representatives of so-called network marketing such as MLM, only in the enterprise environment ".

In essence, muscovites supplement, the program is specialized organajzerom (notebook), and is far from being with all functions necessary for this specialization. "Kasatka" is not so much the program, how many the huge multimedia textbook faster. And the sizes of the textbook (for installation it(he) demands 225 Mbytes) are really huge only, semantic filling leaves to wish the best.

The administrative program in the field of marketing (namely for such status applies "Kasatka") should contain a wide set of the analytical tool means necessary for support of acceptance of decisions at stages, for example, of development of the plan of marketing. More or less serious analytical tool in "Kasatke" is not present any. The program also does not support an exchange with databases of the user that results in necessity to enter all data manually.

At the same time the program contains enough the big volume of the data of help character (those of 225 Mb), that allows to characterize her(it) as the specialized electronic textbook on marketing and management, in which user can bring the notes. This function is enough important, though and not determining, in marketing programs. Anyway, the price of the program as the specialized electronic textbook - organajzera (199 $ for one installation) is represented a little overestimated.

Authors try to position the program as the tool of management of marketing at the enterprise, and at once at several levels. To tell the truth, in video-presentation it is specially stipulated, that the program is not intended for the decision of problems(tasks) of operative management, however other demonstration materials nevertheless try "to drag" multilevel structure (see fig.).

However it is abundantly clear, that as for the decision of problems(tasks) of strategic development of the enterprise (that, certainly, enters into a circle of problems(tasks) marketologov), and especially for the decision of problems(tasks) of operative management it is necessary to have an opportunity of the analysis enough the big volume of the information on results of operational activity of the enterprise for some periods of time. The marketing program should not only be able "zakachivat'" these data from systems of the operative account, but also, the most important, should be able to carry out(spend) the certain set of the analytical operations necessary for realization, for example, of qualitative audit of marketing with these data. The income and profit on objects of the marketing analysis (the goods, trade channels, target groups of consumers) should pay off on the operational data in dynamics(changes) for some previous periods of time (a stage of audit) and for some future periods (a stage of planning).

Matrix models of the Portfolio-analysis too are much better looked in an obvious kind (see figure), instead of as the blind table as it offers us "Kasatka". However the serious approach is already necessary for this purpose to development of the software and serious means of development. FoxPro on which it is written "Kasatka", obviously it is not enough for these purposes.

In the market of programs for marketologov there are known products which allow to connect the data on operational activity of the enterprise to results of market researches and contain a necessary set of tool means of the analysis of the information. For example, program Marketing Expert, Marketing Analytic, Marketing GEO have received quite good responses of experts. Last two programs not only allow zakachivat' the necessary information from registration systems of users, but also contain enough the big set of the information on the commodity - regional markets of Russia.

In opinion of partners MMTS " Kazan - Moscow " from sphere of a science and formation(education), " the program will not carry out(spend) marketing, but ideally approaches for the educational institutions teaching marketing and management, and testing lack of the specialized software for preparation of students ". And it, basically, coincides with the conclusion of our Moscow experts: very good thing for the first acquaintance, for example, the student with a trade marketologa, though and a little dorogovataja for our educational institutions. As a whole "Kasatka" it is perceived as "toy" in the beautiful packing, collected duly marketing and "promoushn". And consequently, maybe, she(it) will not be superfluous in a collection of solvent firm?

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