MARKETING INFORMATION

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’

American Marketing Association

 Input into a Marketing
Information System
Competitor
information
Industry Government
data statistics

Accounting Marketing Marketing

and sales Information research
reports System findings

Marketing
decision maker

 2000 - Dwayne D. Gremler

 The Marketing Information
System
Marketing Managers
Marketing Information System

Distributing Assessing Information

Information Needs
Developing Information
Marketing Decisions and

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

Information Must be Distributed

to the Right Managers at the Right Time.

Distributes Routine Distributes Nonroutine

Information for Information for Special
Decision Making Situations
 The Marketing
Research
Process
Defining the Problem and the Research Objectives

Developing the Research Plan

Implementing the Research Plan

Interpreting and Reporting the Findings

Sunrise Confectioners: Case
Study
• 1997 ACTION: $10,000 investment in
consumer research into the likes and
dislikes of the primary target market:
! Mothers with young children
• OBJECTIVE: Raise brand awareness and
boost sales of Sunrise Confectioners’ range
of Binka jelly products.
• RESEARCH HIGHLIGHTED:
• ! Consumers were unaware that the brand
featured natural flavours
• ! Women who were purchasing the product
for their children also ate the product
• STRATEGY: Relaunch Binka’s natural jellies
as the Natural Confectionery Co.
• ! New packaging
• ! Promote no artificial flavours and colours
message
• ! Increased investment in TV advertising
• – Commercial featuring Olympic runner,
Lauren Hewitt
• – Co-sponsored the reality TV show Big
Brother
• RESULT: Sales jumped 100%, with turnover
almost 10 times greater than prior to the re-
 Steelcase
• Steelcase used
observational
research – video
cameras – to
observe how
people actually
worked in teams to
develop office
furniture.
13
 Analyzing Marketing
Information
• Many companies utilize customer
relationship management (CRM)
– Software & analytical tools that integrate
customer information from all sources,
– Analyzes it in depth,
– Applies the results to build stronger
customer relationships.
• Companies look for customer touch
points.
• CRM analysts develop data warehouses
and use data mining techniques to find
information out about customers.
15
 Databases, Data Warehouses,
and Data Mining
• Database - collection of information
from a variety of internal & external
courses that is organized, stored,
and updated in a computer.
• Data Warehouse - an enormous
collection of internal and external
data from millions of customers,
suppliers, etc.
• Data Mining - a technique to search,
inquire, and update Data
Warehouses
8 - 16
• 3M, whose best-known products are
Post-it Notes and Scotch tape, operate
in more than 60 countries. It recently
introduced a $30 million online
information system and all its senior
executives get their information from
the online database.
• British-based retailer Marks & Spencer
uses information generated from
customer credit cards to better tailor its
marketing efforts.
Wal-mart
– provides suppliers with timely sales data with its Retail Link
system, major suppliers have “earth stations” installed by w/c
they are directly connected to Walmart’s info network
– lets suppliers know what to produce and where to ship the
goods (automatic replenishment) based on Walmart’s scanner
data Tim Friesner - Marketing
– no need for purchase orders
 Task.....

What is mystery shopping and

How King fisher Airlines uses
it?
Submission of first assignment
on 10th March
• Topic: Marketing Plan of any innovative product or
service not existing in the market( format of the
marketing plan as discussed or refer to the book of
Kotler and Jha)
General Guidelines:
• Handwritten
• Ruled sheets to be used(one sided)
• Details on the Front page:
– Topic
– Name of the student
– Roll no.
– Class
-Section
-Subject
• Index to be formed on the second page