MARKETING INFORMATION SYSTEM It is a management information system designed to support marketing decision making MKIS is defined as “people, equipment and procedures to gather, sort, analyze, evaluate and distribute timely and accurate information to marketing decision makers”
MARKETING INFORMATION SYSTEMExternal data Marketing Marketing Marketing Research Information Managers division system DivisionInternal dataRequestedinformation
WHY IS MKIS NEEDED Marketing Environment Why Information Competition Customer Is Needs Needed Strategic Planning
SOURCES OF MKISThe MIS information inputs come from different sources, viz., both within and outside firms . Some of the information sources are: Sales Analysis- The marketing information system retrieves sales information and put them in usable and disaggregated form. 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.
COMPONENTS OF MKIS Internal report system Marketing intelligence system Marketing decision support system Marketing research system
MARKETING RESEARCH PROCESS Defining the problem andresearch objectives Developing research plan for collecting information Implementing the research plan- collecting and analysing the data Interpreting and reporting the findings
IMPORTANCE OF MKIS Anticipation Of Customer Demand Systematic Approach Economic indicator Significance of Analysing Competition Development of Technology Understanding the Consumer Marketing Planning