By Philip Kotler

MKIS is a planned system of collecting, processing, storing and disseminating data in the form of information needed to carry out the functions of management. According to Phillip KotlerA marketing information system consists of people, equipment and procedures to gather, sort, analyse, evaluate and distribute information to marketer

Marketing Information System Marketing Managers

Analysis

Developing Information Assessing information needs

Internal records Marketing intelligence

Marketing Environment
Target markets Marketing channels

Planning Implementation Marketing decision support analysis Competitors Marketing research Publics Macroenvironment forces

Distributing information

Control

Marketing decisions and communication

Begins and Ends with Information Users:  Interacts with information users to assess information  Develops needed information from internal and external sources  Helps users analyze information for marketing decisions  Distributes the marketing information and helps managers use it for decision making

MARKETING INTELLIGENCE SYSTEM

MARKETING DECISION SUPPORT SYSTEM

INTERNAL REPORT SYSTEM

MARKETING RESEARCH SYSTEM

COMPONENTS

 Internal report system- Internal database is gathered by customer databases, financial records and operations reports. Marketing intelligence system- is the systematic collection and analysis of publicly available info. About competitors and trends in the marketing environment. Marketing decision support system- coordinated collection of data, systems, tools and techniques with supporting software and hardware. Marketing research system- is a systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization.

Anticipation of consumer demand- marketing managers have to keep updated info. about his or her consumer s need and wants and for this mkis is helpful Complexity of marketing- marketing activity is becoming more complex and broader in scope. To cope up with it we require current information and the future information. Determine the economic indicators i.e demand & supply- marketing managers should have adequate info about the latest trends in market supply and price change. Moreover in order to forecast about future a marketing manager is always dependent on economic indicators. To determine the current development in technology- managers require adequate info. for determining current development in technology and this is possible through mkis. Understanding the consumer- fill he gap between marketer and customer. Marketing planning- effective marketing planning is required in terms of product planning, pricing, promotion and distribution. such planning will be possible only if the company is possessing adequate and relevant information. this is also possible through MkIS.