Marketing Information System

GROUP MAMBERS
Kulbhushan Singh
Kshipra
Kamal
Kiran
Marketing:-
It is an processing of
identifying & anticipating the needs,
wants & desires of customers.


Information:-
It is a row form of
knowledge which after processing
convert into useful information.



System:-
It consists of series or steps
necessary for process.

Marketing Information System
n consists of people, equipment, and procedures to
gather, sort, analyze, evaluate, and distribute needed,
timely, and accurate information to marketing
decision makers
n

Target
Customers
Product
Promotion
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Marketing
System
Intermediaries
Demographic
& Economic
Environment
Technological
& Natural
Environment
Political
& Legal
Environment
Social
& Cultural
Environment
Competitors
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Development of
Marketing Information System
From local to national
to global business
From buyer needs
to buyer wants
From price
to non-price
competition
Assessing
Information
Needs
Developing Information
Internal
Records
Marketing
Intelligence
Marketing
Research
Decision
Support
Marketing Information System
Marketing Decisions and Communications
Distributing
Information
Kotlers Model of MKIS
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1. Internal Records
n Reports on orders, sales, prices, costs,
inventory levels, receivables, payables,
and so on
3 Order-to-payment cycle
3 Sales analysis
3 Databases, data warehouses,
and data mining
2. Marketing Intelligence
n A set of procedures and sources used by
managers to obtain everyday information
about developments in the marketing
environment
3 Sales force as eyes and ears
3 Distributors, retailers, intermediaries
3 Competitors products and activities
3 News, publications, Internet
etc.
3. Marketing Research
n The systematic design, collection, analysis,
and reporting of data and findings relevant
to a specific marketing situation facing the
company
3 Identifying marketing opportunities
3 Evaluating of customer satisfaction,
customer attitudes and perception,
purchase intention, ...
3 Market test for new products
etc.
4. Decision Support System
n A coordinated collection of data, systems,
tools, and techniques with supporting
software and hardware by which an
organization gathers and interprets relevant
information from business and environment
and turns it into a basis for marketing action
Thanks