The Marketing Information System

Prakash Sharma Asst. Business Development Officer IndiaReport Metrix Web Services (P) Ltd.

Components of a Modern Marketing Information System 
MIS

consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers  MIS is developed from internal company records, marketing intelligence activities, and marketing research

Components of a Modern Marketing Information System 
MIS

should be a cross between what managers think they need, what managers really need, and what is economically feasible

Internal Records
order-to-payment cycle  Sales Information Systems  Databases, Data Warehousing and Data Mining 
The

Marketing Intelligence System 
A

set of procedures and sources managers use to obtain everyday information about developments in the marketing environment

Marketing Intelligence System: Steps
sales force  Motivate distributors, retailers, and other intermediaries (Mystery shoppers)  A company can network openly ( purchase competitors¶ products; attend open houses and trade shows; read competitors¶ published reports; talk to employees, trade, media«.) 
Train

Marketing Intelligence System: Steps 
Set

up a customer advisory panel (Biz schools)  Government data (Census of India, NCAER reports)  Information from outside suppliers (Nielsen ORG-MARG Retail Audit, Marketing White Book)  Online feedback

Thanx

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