Supporting and controlling

marketing efforts
Marketing information systems
• Procedures and methods
• Planned and purposeful gathering of data
• Analysis
• Storage and retrieval
• Knowledge management mechanism
• Data –information –insights
• Provide superior value to customers
Types of marketing information systems
1.End use /purpose of information
➢Planning
➢Operations
➢Control

2. Subject matter of information

Marketing research
• Helps to know which products move in the market and why
• Helps new entrants plan their channels
• Know about every aspect of the business ----
Steps involved in Market research
• Defining the problem
• Specifying the information needs
• Develop the research design – procedure
• Gather data
• Analysis of the informations
• Summarise the findings
• Prepare the report
Marketing organisation
• Group of people working together towards the attainment of certain
common objectives
• Patterns of marketing organisations
1. Line and staff organisation
2. Product oriented
3. Territory oriented
4. Organisations with complex structure
Marketing control

• Check performance and preventive measures

• Feedback
• Tools
➢Marketing audit
➢Marketing cost benefit analysis
➢Credit control
➢Market share analysis
➢Budgetary analysis
➢Ratio analysis
Marketing of services
• Performance
• No ownership transfer- feel
• Intangibility
• Inseparability – production and consumption – service and service
provider
• Heterogeneity – people intensive
• Perishability – cannot be stored
7 P’s of marketing mix
• 4 P’s
• Process
• People
• Physical evidence
servQual
• Parasuraman
• Measuring customer satisfaction in 5 parameters
1. tangibles
2. Reliability
3. Responsiveness
4. Assurance
5. Empathy
Rural marketing

• 4 A’s
• Availability
• Affordability
• Acceptability
• Awareness