You are on page 1of 17

MARK ANTHONY R.

CASEM, MBA

Presenter

01 June 2013

.A Marketing Information System ( MKIS) is a structure consisting of people equipment. and procedures to continually gather and analyze data to provide marketing managers with information they need to make decisions.

To define the information requirements of the marketer. To develop the needed information. 2.1. and 3. To distribute the information at the time they are needed .

Involving DEFINING INFORMATION NEEDS Marketing Planning Marketing Execution Marketing Control .

through DEVELOPING INFORMATION Internal Records Marketing Intelligence Marketing Research Information Analysis .

DISTRIBUTING INFORMATION to DECISION – MAKERS IN MARKETING .

INTERNAL RECORDS Accounting Records Sales department records Customer service department records Manufacturing Records Information gathered by other department .

Refers to the gathering of everyday information about developments in the marketing environment. The sources of intelligence information are varied. They may be internal or they may be external .

. and analyzing of data problems relating to the marketing of goods and services. .Defined as the systematic gathering.It compliments marketing intelligence in providing useful. information to the marketing department. recording.

serves to provide answers to many questions including those on: MARKETING RESEARCH Market Potential Market Share Market Characteristics Short-range forecasts Sales Business Trends Competitive products Long-range forecasts Existing products .

Is undertaken by using the scientific method which may be defined as a decision – making approach that focuses on being objective and orderly in testing ideas before accepting them. .

DEFINITION OF THE PROBLEM SITUATION ANALYSIS OBTAINING PRIMARY DATA INTERPRETATION OF DATA PROBLEM SOLUTION .

.The information which are obtained from internal records and the marketing intelligence system should be subjected to analysis using the methods applied in marketing research.

The last activity required of an MKIS is the actual distribution of information to managers. . This is designed to provide them with a better view in making marketing decisions.

1. What is a marketing information system? What is marketing intelligence? What is marketing research? 2. 4. 3. What steps are considered in the marketing research process? .

What specific area of research would you recommend? .Identify a small business which you consider to benefit from marketing research.