MARKETING

INFORMATION
SYSTEMS
 MkIS - DEFINITION
 MkIS is a computerized system that is designed to
provide an organized flow of information to enable
and support the marketing activities of an
organization.

 Serves 3 needs-
Collaborative, Analytical and Operational needs
 Collaborative -
Enables managers to share information and work together
virtually. Also enables marketers to collaborate with
customers on product designs and customer requirements.

 Analytical-
Addressed by decision support applications that enable
marketers to analyze market data on customers,
competitors, technology and general market conditions.

 Operational-
Addresses these needs through customer management
systems that focus on day-to-day processing of customer
transactions from intial sale through customer service.
STRATEGIC ROLE OF MkIS
 MkIS creates an organized and timely flow of information
required by marketing decision makers.

 Involves equipment, software, databases, and also the

procedures, methodologies and people necessary for the
system to meet its organizational objectives.

 Encompasses a broad spectrum of activities from simple

transaction processing to complex marketing strategy decision
making.
 ROLE OF INTERNET
 The advent of internet created a revolution in MkISs.

 “Cybermarketing” – Describes internet’s convergence of

computers, information systems, telecommunications and
the customer with the marketing process.

 Internet marketing is characterized by interactivity,

graphical user interfaces and multimedia content.
 Marketing automation encompasses customer
management functions to support e-commerce activities.
 MkIS FUNCTIONAL
COMPONENTS
 MkIS consists of 4 major components:
1. User interfaces
2. Applications software
3. Databases
4. Systems support
1. User Interfaces: Includes the type of hardware that will be
used, the way information is analyzed, formatted and
displayed, and how reports are to be compiled and
distributed.

2. Application software: Programs that marketing decision

makers use to collect, analyze, and manage data for the
purpose of developing the information necessary for
marketing decisions.
3. Marketing Databases: It is a system where marketing data
files are organized and stored.
 The data may be collected from internal and external sources.
 Data can be organized in a flat file or a relational database

4. System Support: It consists of system managers who

manage the systems assets including software and
hardware network, monitor its activities and ensure
compliance with organizational policies.
 BENEFITS OF MkIS
1. Market Monitoring: Use of market research and marketing
intelligence activities enables the identification of emerging market
segments, and monitoring of market environment for changes in
consumer behavior, competitor activities, new technologies,
economic conditions and government policies.

2. Strategic Development: Provides necessary information to develop

marketing strategy. It supports strategy development for new
products, product positioning, marketing communications, pricing,
distribution, customer service etc.
3. Strategy Implementation: Provides support for product
launches, enables the coordination of marketing strategies,
and is an integral part of sales force automation, CRM etc.
It enables decisionmakers to manage the sales force and
customer relationships more effectively.

4. Functional Integration: Enables the coordination of activities

within the marketing department and between marketing
and other organizational functions.
THANK YOU!