Professional Documents
Culture Documents
SYSTEM
The Importance of
Information
Marketing
Environment
Why
Information Competition
Customer Is
Needs Needed
Strategic
Planning
Marketing Information
Systems
• a MkIS is generally computer-based
and involves the production, analysis,
storage, dissemination, and retrieval
of information to support marketing
decision making
• it generates reports and studies as
needed
• it analyzes data using mathematical
models that simulate the “real world”
• it integrates old and new data to
update information and to identify
8-3
trends
‘MKIS (MIS) is a set of procedures and
methods for the regular, planned
collection, analysis and presentation
of information for use in marketing
decisions’
Marketing
decision maker
Information Internal
Analysis Data
Communications
Marketing Marketing
Research Intelligence
Marketing Environment
Functions of an MIS: Assessing
Information Needs
What They
Information
Really Need &
Managers Would
What is Feasible
Like to Have
to Offer
7
Functions of a MIS:
Developing
Information
Obtains Needed Information for Marketing Managers
From the Following Sources
Internal Data
Collection of Information from Data Sources Within the Company
From: Accounting, Sales Force, Marketing, Manufacturing, Sales
Marketing Intelligence
Collection and Analysis of Publicly Available Information about
Competitors and the Marketing Environment
From: Employees, Suppliers, Customers,
Competitors, Marketing Research Companies
Marketing Research
Design, Collection, Analysis, and Reporting of Data about a Situation
Functions of a MIS:
Distributing
Information