Marketing Information System[Final]

7/29/2019 Marketing Information System[Final]

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MKIS (MIS) is a set of procedures and

methods for the regular, planned collection,analysis and presentation of information foruse in marketing decisions


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AssessingInformation

Needs

Developing InformationInternalRecords MarketingIntelligence

MarketingResearch

DecisionSupport

Marketing Information System

DistributingInformation

Mark

etingManagers

Analysis,

Planning,

Implementation,

Co

ntrol

Marke

tingEnvir

onment

TargetMarkets

,MarketingChannels,Suppliers,

Competitors,P

ublics,MacroenvironmentForces

Kotlers Model of MKIS


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Reports on orders, sales, prices, costs, inventory levels,receivables, payables,

and so on

Order-to-payment cycle Sales analysis Databases, data warehouses, and data mining


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A set of procedures and sources used by managers toobtain everyday information about developments in the

marketing environment Sales force aseyes and ears Distributors, retailers, intermediaries Competitors products and activities News, publications, Internet etc

.


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The systematic design, collection, analysis, andreporting of data and findings relevant to a specific

marketing situation facing the company

Identifying marketing opportunities Evaluating of customer satisfaction, customer

attitudes and perception, purchase intention.

Market test for new products etc.


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A coordinated collection of data, systems, tools,and techniques with supporting software and

hardware by which an organization gathers andinterprets relevant information from business andenvironment and turns it into a basis formarketing action


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Data bank - raw data e.g. historical sales data,secondary data

Statistical bank - programmes to carry-out salesforecasts, spending projections

A model bank - stores marketing models e.g.

Ansoffs matrix, Boston Matrix Display unit - VDU and keyboard


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An understanding of the different roles managers playand how marketing information systems can supportthem in these roles An appreciation of the differenttypes and levels of marketing decision making

A knowledge of the major components of a marketinginformation system

An awareness of the often under-utilised internalsources of information available to enterprises

An ability to clearly distinguish between marketingresearch and marketing intelligence, and

An understanding of the nature of analytical modelswithin marketing information system.


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It is one of the areas that information systems have soughtmost of all to affect (with mixed success). Decision makingcan be divided into 3 types: strategic, management controland operations control.

Strategic decision making:This level of decision making is concerned with decidingon the objectives, resources and policies of theorganization. A major problem at this level of decision

making is predicting the future of the organization and itsenvironment, and matching the characteristics of theorganization to the environment. This process generallyinvolves a small group of high-level managers who deal

with very complex, non-routine problems.


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Management control decisions:

Such decisions are concerned with how efficiently

and effectively resources are utilized and how well

operational units are performing. Managementcontrol involves close interaction with those who

are carrying out the tasks of the organization; it

takes place within the context of broad policies and

objectives set out by strategic planners.


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Operational control decisions:

These involve making decisions about carrying out

the " specific tasks set forth by strategic planners

and management. Determining which units or

individuals in the organization will carry out the

task, establishing criteria of completion and

resource utilization, evaluating outputs - all of thesetasks involve decisions about operational control.


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Marketing modelsWithin the MIS there has to be the means ofinterpreting information in order to give direction todecision. These models may be computerized ormay not. Typical tools are:

Time series sales modes

Brand switching models

Linear programmingElasticity models (price, incomes, demand,supply, etc.)


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CONTD..Regression and correlation models

Analysis of Variance (ANOVA) models

Sensitivity analysisDiscounted cash flow

Spreadsheet 'what if models


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Market Monitoring

Strategy DevelopmentStrategy Implementation

Functional Integration


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Marketing Information System[Final]

Documents

Transcript of Marketing Information System[Final]