Marketing Research

Marketing Information System (MIS)

Defining MIS
‡ Marketing Information System or Management Information System ‡ A computerized network ‡ Gather, Stores, analyze and distribute information ‡ Support decision making

A structured, interacting complex of persons, machines and procedures designed to generate an orderly flow of pertinent information, collected from various resources, for use as the bases for decision making in specified areas of marketing management.

Need for MIS
‡ ‡ ‡ ‡ ‡ ‡ ‡ Developing marketing plans Tracking customers Evaluating Product performance Analyzing the demand Evaluating marketing effectiveness Monitoring Managing the flow of information

Process of MIS

Components of MIS

Data Bank

Statistical Bank


Display unit

Marketing Manager

Model Bank

Components contd..
‡ Data bank - raw data e.g historical sales data, secondary data ‡ Statistical bank - programmes to carry-out sales forecasts, spending projections ‡ A model bank - stores marketing models e.g Ansoff¶s matrix, Boston Matrix ‡ Display unit - VDU and keyboard

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