UNIT II

MARKETING INFORMATION
SYSTEM

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 1
 Functional Business Information Systems
Marketing
•Customer Relationship
Management
•Interactive marketing
Production/ Operations •Sales Force Automation
Human Resource Management
•Manufacturing Resource
•Compensation Analysis
Planning
•Manufacturing Execution •Employee Skill
Systems Inventory
•Process Control •Personnel Requirements
Forecasting
Functional
Business
Systems

Accounting Finance
•Order Processing •Cash Management
•Inventory Control •Credit Management
•Accounts Receivable •Investment
Management
•Payroll
•Capital Budgeting
•General Ledger
•Financial Forecasting
MIS Unit II, Mrs. J. Juliet Gladies,
Lecturer, RVS IMSR 2
 MARKETING SYSTEMS
 The business function of marketing is
concerned with
Planning, promotion and sales of existing
products in existing markets
Developments of new products and new
markets to serve present and potential
customers.

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 3
 Marketing Information System

Marketing Information System

Interactive Customer
Sales Force Relationship Sales
Marketing Automation Management
Management

Market Advertising
Research & Product
& Promotion Management
Forecasting

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 4
 Interactive Marketing
Interactive Marketing describes a customer
focused marketing process that is based or using
the internet , intranets and extranets to establish
two-way transaction between a business and its
customers or potential customers.

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 5
 Sales Force Automation
Sales Force Automation is a technique of
using software to automate the business
tasks of sales, including order processing,
contact management, information sharing,
inventory monitoring and control, order
tracking, customer management, sales
forecast analysis and employee
performance evaluation.

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 6
 Customer Relationship
Management
It is the process of managing all aspects of
interaction a company has with its
customers, including sales and service.

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 7
 SALES MANAGEMENT
Sales Management includes features for
identifying potential customers,
maintaining client information and
creating and managing schedules and
other jobs.

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 8
 Market Research
Market Research is a systematic, objective
collection and analysis of data about a
particular target market, competition and /
or environment

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 9
 Forecasting
Forecasting is estimating future trends by
examining and analysing available
information

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 10
 Advertising
Advertising is the activity of attracting public
attention on to a product or business as
by the paid announcement in the print,
broadcast or electronic media.

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 11
 Promotion
Promotion is an activity, such as sale or
advertising campaign designed to increase
visibility or sales of a product.

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 12
 Product Management
 Product management is responsible for
critical day-in day-out product decisions
that dictate the very success of your
business strategy.
 Product management ensures that a
product or service profitability meets the
needs of customers by continually
monitoring and modifying the elements of
the marketing mix.

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 13
 TARGET MARKETING
 Target marketing is an advertising and
promotion management concept that
includes five targeting components
1. Community
2. Content
3. Context
4. Demographic/ Psychographic
5. Online Behaviour
MIS Unit II, Mrs. J. Juliet Gladies,
Lecturer, RVS IMSR 14
 1. Community
Companies can customize their web
advertising messages and promotion
methods to appeal to people in specific
communities
Eg: Communities of interest, virtual
communities, geographic communities.

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 15
 2. Content
 Advertising such as electronic billboards or
banners can be placed on various website
pages, in addition to a company’s home
page.
 Eg: Ad of a movie or a company on the
opening page of an internet search engine

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 16
 3. Context
 Advertising appears only in web pages
that are relevant to the context of a
product or service.
 Eg: Investment- subject matter relates to
company’s products (bank, builders,
jewellery etc.,)

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 17
4. Demographic/ Psychographic
 Marketing efforts aimed only at specific
types or classes of people
 Eg: Matrimonial Sites for unmarried
Mercedes Benz for upper income
class

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 18
 5. Online Behaviour
 Advertising and promotion efforts can be
tailored to each visit to a site by an
individual.
 Eg: “Web cookie” files recorded on the
visitor’s disk drive from previous visits.
This enables a company to track a
person’s online behaviour at a website.

MIS Unit II, Mrs. J. Juliet Gladies,

Lecturer, RVS IMSR 19