Marketing Information System

Marketing Information System

1. Marketing Information
System
Dr. Gopal Thapa
Tribhuvan University

2. Marketing Information System
A marketing information system (MKIS) consists
of people, equipment and procedures to gather,
sort, analysis, evaluate, and distribute needed,
timely and accurate information to marketing
decision makers
Kotler & Armstrong
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3. Marketing Information System
A marketing information system is a set of
procedures and methods for the regular, planned
collection, analysis and presentation of
information for use in marketing decisions.
American Marketing Association
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5. Components of MKIS
Internal record system
Marketing intelligence
Decision support system
Marketing research
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6. Components of MKIS
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7. Internal Record System
Internal databases are electronic collections of
information obtained from data sources within the
company.
Kotler & Armstrong
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8. Internal Record System
Marketing managers rely on data from internal
reports about orders, sales, prices, costs, inventory
levels, receivables, payables and so on.
The heart of the internal record system is the
order-to-payment cycle.
 Sales representatives, dealers, and customers
dispatch orders to the firm.
The sales department prepares invoices and
transmits copies to various departments, Out-of-
stock items are back ordered.
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9. Internal Record System
Shipped items are accompanied by shipping and
billing documents that are sent to various
departments
Companies need to perform these steps quickly
and accurately, because customers favor firms that
can promise timely delivery.
Today many companies organize information in
databases- customer databases, product databases,
salesperson databases and so forth- and then
combine data from the different databases.
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10. Internal Record System
The customer database will contain every
customer’s name, address, past transactions, and
even demographics and psychographics (activities,
interests and opinions) in some instances.
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11. Marketing Intelligence System
A marketing intelligence system is a set of
procedures and sources managers use to obtain
everyday information about developments in the
marketing environment.
Kotler & Armstrong
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12. Sources of Marketing Intelligence
Marketing Managers
Sales Forces
Middlemen
Specialists
Outsourcing
Marketing information section
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13. Marketing Decision Support
System
Marketing decision support system (MDSS) is a
coordinated collection of data, systems, tools, and
techniques with supporting software and hardware
by which and organization gathers and interprets
information from business and the environment
and turns it into a basis for marketing action.
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14. Marketing Decision Support
System
A decision support system is a procedure that
allows a manager to interact with data and
methods of analysis to gather, analyze, and
interpret information.”
--- Stanton
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15. Components of MDSS
Data Bank
Methods Bank
Model Bank
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16. Marketing Research
Marketing research as the systematic design,
collection, analysis and reporting of data and
findings that are relevant to a specific marketing
situation facing the company.
Most large companies have their own marketing
research departments.
Some small companies can hire the services of a
marketing research firm or conduct research in
creative and affordable ways.
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17. Features of Marketing Research
Systematic
Problem oriented
Objective
Decision making
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18. Areas of Marketing Research
Product research
Advertising research
Consumer research
Sales research
Corporate research
Competitor research
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19. Marketing Research Process
 Define the problem and research objectives
 Develop the research plan
 Collect the information
 Analyze the information
 Present the findings
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