SALES AND MARKETING

INFORMATION SYSTEM
INTRODUCTION
 The core of marketing functions is to
grow as a result of ability and satisfy
customer needs.
 The exchange process is quite complex
involving a variety of activities.
 The key to organisational success lies
in determining customers’ needs and
delivering satisfaction more effectively
and efficiently than competitors.
INTRODUCTION
 Marketing information systems are
designed and operated to provide
relevant info on the following
aspects:
 Type of products to be offered
 Price at which products are offered
 Place where products are offered
 Promoting products to win customer
loyalty
MODEL OF MARKETING
INFORMATION SYSTEM
PRODUCT
SUBSYSTEM
MARKETING
RESEARCH
SUBSYSTEM
PRICING
SUBSYSTEM

DATABASE USERS
DISTRIBUTION
SUBSYSTEM

MARKETING
INTELLIGENCE
SUBSYSTEM
PROMOTION
SUBSYSTEM
MARKETING RESEARCH SYSTEM
 It is the systematic gathering, recording
and analysing data relevant to the
marketing of goods and services.
 Types of data used:
 Primary
 Secondary
 Sources of primary data: survey,
observation, in-depth interview
 Sources of secondary data: govt. agencies,
marketing research agencies etc.
MARKETING INTELLIGENCE
SYSTEM
 Is a set of procedures and sources
used by managers to obtain everyday
info about development in the
marketing environment.
 Info can be obtained from:
 Sales force
 Distributors
 Competitors
 Customers
PRODUCT SUBSYSTEM
 Product mix:
 Info is needed for the fulfilment of the following
objectives:
 Stability in the face of variable sales
 Improving profitability
 Raising the growth rate of sales
 Market segmentation
 Info related to-
 Characteristics of a segment
 Alignment with organizational objectives
 Product positioning
PRICING SYSTEM
 Info requirement in pricing system is
in 2 forms:
 Price fixation for the first time
 Value for money
 Competitors’ price
 Cost plus price

 When and how much to change prices

 Upward revision
 Downward revision
DISTRIBUTION SYSTEM
 Key decisions required to be made
are:
 Identification of distribution channels
 Evaluation of channels
 Economic criteria
 Control criteria
 Adaptive criteria
 Channel selection
 Location of customers
 Product characteristics
 Organisational capabilities
PROMOTION SYSTEM
 Two issues involved:
 Deciding promotion mix
 Deciding budget for activities

 Activities involved in promotion mix:

 Advertising
 Sales promotion
 Personal selling
 MARKETING DECISION SUPPORT
SYSTEMS
MDSS TOOLS

STATISTICAL TOOLS MODELS OPTIMISATION

TECHNIQUES
•Multiple regression •Markov- process model
•Discriminant analysis •Queuing model Differential calculus
•Factor analysis •New product pretest •Mathematical programs
•Cluster analysis models •Game theory
•Sales- response models

BRANDAID CALLPLAN DETAILER ADCAD COVERSTORY GEOLINE

 USERS OF MARKETING
INFORMATION SYSTEMS
USER PRODUCT PRICING DISTRIBUTI PROMOTION
ON
Marketing X X X X
director
Sales manager X X

Promotion X X
manager
Brand manager X X X

Marketing X X X X
research manager
Logistic manager X X

Other X X X X
departments
THANK YOU