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Pooja Fernandes
Prof. Pooja Fernandes
What is marketing information
system ?
Marketing information consists of people,
equipment and procedures to gather, sort,
analyze, evaluate and distribute needed,
timely and accurate information to marketing
decision makers.



Marketing decision makers use the data
to identify and solve marketing related
problems.
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Marketing Information system supplies
three types of information.
Recurrent (Regular) Information
Monitoring Information
Requested Information
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Recurrent Information

This is the data that an MIS supplies
periodically about the market share of a
specific product and customers awareness of
companys brands. The data may be supplied
on weekly, monthly or yearly basis.
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Monitoring Information
This is the data obtained from the regular
scanning of certain sources. Marketing
managers may need data related to
competition or the industry. It is essential so
that marketing managers can be alert and
identify potential problems
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Requested Information
This information is developed in response to
some specific request by the marketing
manager. Secondary data or primary data
through survey research are collected in
response to the specific request. The MIS
supplies the requested information for
decision making.
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Marketing Information system





External data




Internal data
Requested
information
Marketing
Research
division
Marketing
Information
system
Marketing
Managers
Division
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Sources of Marketing Information .
The MIS information inputs come from different
sources, viz., both within and outside firms .
Some of the commonly used internal sources of
information are:
Sales Analysis- The marketing information
system retrieves sales information and put them
in usable and disaggregated form. It detects
various marketing strengths and weaknesses.
Computer assisted sales analysis uncovers
significant details for management needs.
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Cost Analysis-The cost analysis is possible
with the effective accounting system. The
classification and analysis of the cost of
production, cost of distribution and selling
may provide adequate information for the
management purposes .
Financial Records- The financial records &
publications may provide adequate
opportunities for management of sales &
marketing activities .Many companies prepare
periodical final statement to observe the
balance of each item of financial records.

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Why
Information
Is
Needed
Marketing
Environment
Strategic
Planning
Customer
Needs
Competition
Strategic
Planning
Strategic
Planning
Strategi
c
Planning
Strategic
Planning
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Importance /Need for marketing
information system
Anticipation Of Customer Demand-Every
marketer needs up-to-date knowledge about
consumer needs and wants.
Systematic Approach-Expanding markets
and competitive marketing environment
require adequate market intelligence system.
Economic indicator-Marketers must have
latest information on the changing trends of
supply, demand and prices

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Significance of Analysing Competition-
Marketer cannot survive without having
information regarding nature , character and size
of competition to be met.
Development of Technology-Marketers must
have latest information regarding technological
development.
Understanding the Consumer-Information
system can establish proper two way flow of
information and understanding between
marketers and consumer.
Marketing Planning-Marketing plans and
programmes are based upon information supplied
by economic forecasts and market research.
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Marketing Information System (MIS) Components
Three major components

1. Internal Marketing Information Data on sales, inventories, costs,
cash flows, accounts receivables and payables etc. constitute the
data generated from within the firm.

2. Market Intelligence Market news and reports

3. Marketing Research - Studies related to buying behaviour, product
or brand preference, product or brand usage, advertising awareness,
sales promotion, physical distribution, dealer behaviour, competition etc.


What Marketing Research can do for business ?
1. What ? What is the product ? - Product Research

2. Who ? Who are the buyers ? - Consumer Research

3. Why ? Why do they buy ? - Motivation Research

4. How ? How do they buy ? - Research in buying habits

5. When ? When do they buy ? and chanels of

6. Where ? Where do they buy ? distribution.
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Product Research
Product research is an exhaustive study of all the attributes of a
current or potential product in terms of quality, size, shape, appearance,
color, labelling, branding, packaging, competition and costs.

Product research is undertaken to answer the following questions

a) What to produce ?
b) How to produce?
c) When to produce?
d) Where to produce?
e) Where to sell ?
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Sales Research
Sales research deals with studies pertaining to identification and
measurement of factors influencing sales.

1. Market potential
2. Sales forecasting
3. Sales analysis
4. Assigning sales territories
5. Fixing sales quotas
6. Market share analysis
7. Market demand
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Consumer Research
Consumer research is the study of consumer needs, likes, dislikes,
motives, consumption habits and buying behaviour.

Economic, social, cultural, psychological factors that influence consumer
purchase decisions are also included in consumer research .

It is a study of consumer behaviour in relation to marketing activities
and facilities preparation and implementation of marketing strategy.

Who are the buyers of the product?
What do they buy ?
Why do they buy ?
When do they buy ?
Where do they buy ?
How do they buy ?
How often they buy ?
How often they use it ?

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Promotion Research
Promotion is a form of communication with an additional element of
persuasion to accept ideas, products and services.

Promotion persuades and convinces the buyer and influence his
behaviour to take the desired action.

Promotion mix involves Advertising, Publicity, Personal selling
and all forms of Sales promotion.

Advertising Research

1. Copy testing

2. Media selection test
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Conclusion
Marketing information system is an important
factor in a growing business today with
increased competition and environmental
changes affecting the consumer world . It is
the marketing information system that makes
or unmakes any organization in the
perspective of marketing strategy .Marketing
information system very aptly called as life
blood of marketing.
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