P. 1
Sales and Marketing Information Systems1

Sales and Marketing Information Systems1

|Views: 6|Likes:
Published by Raj Maana

More info:

Published by: Raj Maana on Feb 23, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less

02/23/2011

pdf

text

original

SALES AND MARKETING INFORMATION SYSTEMS

Presented By: Ajay Kumar Kar Amitav Sahoo Anjan Mishra Anupam Mishra Boudhayan Mukherjee Dayasagar Mishra
SHIBA SANKAR BEHERA

RAVENSHAW MANAGEMENT CENTRE, CUTTACK

DEFINITION««
‡ Marketing Information System can be defined as ³It is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions´

STRUCTURE«.
Marketing Managers
Analysis Planning Implementation Control
Distributing Information

Assessing Information Needs

Internal Report System

Marketing Intelligence

Marketing Environment Target Markets Marketing Channels Competitors Public Macroenvironment al forces

Developing Information
Marketing

MDSS

Research System

Marketing Decisions and Communications

MAJOR COMPONENTS

INTERNAL REPORTING SYSTEM
‡ Enterprises that have been in operation for any length of period have a wealth of information ‡ This information is generally under-utilized because it is compartmentalized ‡ Some internal records that are generally used are:
Orders received Stockholdings Sales invoices

MARKETING RESEARCH SYSTEMS
‡ Marketing Research is a proactive search for information ‡ Data is collected in a purposeful way to address a well-defined problem ‡ The other form centers around continuously monitoring the marketing environment

MARKETING INTELLIGENCE SYSTEMS
‡ Set of procedures and data sources used by marketing managers to sift information from the environment that they can use in their decision making ‡ Variety of ways used
Unfocused scanning Semi-focused scanning Informal search Formal search

MARKETING DECISION SUPPORT SYSTEM
‡ Provides computer-based tools, models and techniques to support the decision process ‡ Optimized for queries of historical data ‡ Features inquiry and report generation functions ‡ Normal tools used are as follows:
Sensitivity analysis What-if analysis Goal setting Forecasting models

SALES INFORMATION SYSTEMS
‡ Sales information systems are used
To track which items have been sold To determine sales revenue To identify hot-selling items To track sales trends

‡ An example of a sales information system is shown as follows

EXAMPLE OF SALES INFORMATION SYSTEM
Sales Data To inventory and production systems Sales System
Management Reports

Sales File
Store Number Item Number Item Description Color Size Unit Price Units Sold Date

Online Queries

BENEFITS««««.
‡ Market Monitoring ‡ Strategy Development ‡ Strategy Implementation ‡ Functional Integration

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->