Information system in marketing333

1,942 views
1,864 views

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,942
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
70
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Information system in marketing333

  1. 1. Information system in marketing Presanted By: Ajay Kumar Sahu Pinki Kumari
  2. 2. Definitions Data Raw facts such as an employee’s name and number of hours worked in a week, inventory part numbers or sales orders. Information A collection of facts organized in such a way that they have additional value beyond the value of the facts themselves. Data Information $35,000 12 Units $12,000 J. Jones Western Region $100,000 100 Units 35 Units Data Processing Salesperson: J. Jones Sales Territory: Western Region Current Sales: 147 Units = $147,000
  3. 3. Marketing Information Systems <ul><li>Marketing Research </li></ul><ul><ul><ul><li>What is Marketing Research? </li></ul></ul></ul><ul><ul><ul><li>Process </li></ul></ul></ul><ul><ul><ul><li>Terminology </li></ul></ul></ul><ul><ul><ul><li>Techniques </li></ul></ul></ul><ul><li>MKIS - Marketing Information Systems </li></ul><ul><ul><ul><li>What is MKIS </li></ul></ul></ul><ul><ul><ul><li>Components of an electronic MKIS </li></ul></ul></ul>
  4. 4. Marketing Research <ul><li>‘ the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services’ </li></ul>
  5. 5. The Marketing Research Process <ul><li>Set objectives </li></ul><ul><li>Define research Problem </li></ul><ul><li>Assess the value of the research </li></ul><ul><li>Construct a research proposal </li></ul><ul><li>Specify data collection method </li></ul><ul><li>Specify techniques of measurement </li></ul><ul><li>Select the sample </li></ul><ul><li>Data collection </li></ul><ul><li>Analysis of results </li></ul><ul><li>Present in a final report </li></ul>
  6. 6. Terminology of Marketing Research <ul><li>Primary data - collected firsthand </li></ul><ul><li>Secondary data - already exists, desk research </li></ul><ul><li>Quantitative research - statistical basis </li></ul><ul><li>Qualitative research - subjective and personal </li></ul><ul><li>sampling - studying part of a ‘population’ to learn about the whole </li></ul>
  7. 7. Marketing Research Techniques <ul><li>Interviews </li></ul><ul><ul><ul><li>face-to-face </li></ul></ul></ul><ul><ul><ul><li>telephone </li></ul></ul></ul><ul><ul><ul><li>postal questionnaire </li></ul></ul></ul>
  8. 8. <ul><li>Like scale </li></ul><ul><ul><ul><li>strongly agree </li></ul></ul></ul><ul><ul><ul><li>agree </li></ul></ul></ul><ul><ul><ul><li>neither agree nor disagree </li></ul></ul></ul><ul><ul><ul><li>disagree </li></ul></ul></ul><ul><ul><ul><li>strongly disagree </li></ul></ul></ul><ul><li>Semantic differential scales - differences between words e.g. practical v impractical </li></ul><ul><li>Projective techniques </li></ul><ul><ul><ul><li>sentence completion </li></ul></ul></ul><ul><ul><ul><li>psychodrama (yourself as a product) </li></ul></ul></ul><ul><ul><ul><li>friendly (what someone else might do) </li></ul></ul></ul>
  9. 9. <ul><li>Group discussion and focus group </li></ul><ul><li>Postal research questionnaires </li></ul><ul><li>Diary panels - sources of continuous data </li></ul><ul><li>In-home scanning - hand-held light pen to scan barcodes </li></ul><ul><li>Telephone research </li></ul><ul><li>Observation </li></ul><ul><ul><ul><li>home audit </li></ul></ul></ul><ul><ul><ul><li>direct observation </li></ul></ul></ul><ul><li>In-store testing </li></ul>
  10. 10. What is MKIS? <ul><li>‘ MKIS (MIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’ </li></ul>
  11. 11. The components of a computerised MKIS Model Bank Data Bank Statistical Bank MKIS Display unit Marketing Manager
  12. 12. The components of a computerised MKIS <ul><li>Data bank - raw data e.g historical sales data, secondary data </li></ul><ul><li>Statistical bank - programmes to carry-out sales forecasts, spending projections </li></ul><ul><li>A model bank - stores marketing models e.g Ansoff’s matrix, Boston Matrix </li></ul><ul><li>Display unit - VDU and keyboard </li></ul>
  13. 13. Challenges <ul><li>Workforce downsizing </li></ul><ul><li>Information overload </li></ul><ul><li>Employee mistrust </li></ul><ul><li>Difficult to built </li></ul><ul><li>Security breaches </li></ul>
  14. 14. <ul><li>Thank you </li></ul>
  15. 15. Opportunities <ul><li>Enhanced global competitiveness </li></ul><ul><li>Capture market opportunities </li></ul><ul><li>Support corporate strategy </li></ul><ul><li>Enhance worker productivity </li></ul><ul><li>Improve quality of goods and services </li></ul>
  16. 16. Conclusion Information Systems are indispensable to the business, industry, academia and any organization to meet the future challenges

×