1. Marketing Information System
Akash Deep Maurya
MT14IND002
M. Tech. (Industrial Engineering)
2014-2015
DEPARTMENT OF MECHANICAL ENGINEERING
VNIT NAGPUR
2. Information flows all round the market
just as the blood flows in living beings.
For the company , these information
should be collected and take strategic
decisions related to market according to
it.
MARKETING INFORAMTION SYSTEM
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3. Every firm must organize and
distribute a continuous flow of
information.
Marketing decision makers use this
data to solve various marketing
related problems.
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5. Market information system
It is continuing & interacting structure of
people, equipment & procedure to gather,
sort, analyze ,evaluate & distribute
needed, timely & accurate information to
marketing decision makers.
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6. Marketing information system is a
planned system of collecting,
processing, storing & propagate
data in form of information needed
to carry out the management
functions.
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-Philip Kotler
Market information system
7. MARKETING INFORAMTION SYSTEM
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DATA
(external &
internal)
Market
Research
Division
Market
Intelligence
Division
Market
Managers
Division
Market
Strategy
&
Decisions
Top
Management
MIS Cycle
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Features of a good MIS:
Continuous system:
It is a permanent & continuous system collecting the information up to
the desired level of detail.
Basic objective:
To provide right information at right time to right people to help them to
take right decisions.
Computer Based:
Computers are used for accurate data storage and proper data
management.
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Features of a good MIS:
Future Orientation:
It should provide information that could be used to solve future
problems.
Relevance:
An effective MIS takes data that originates in the areas of
activity that concern the manager at any given time, and organizes it into forms
that are meaningful for making decisions.
Used by all levels of management:
Top , middle and lower level of management use the information
for marketing plans, policies & strategies.
10. MARKETING INFORAMTION SYSTEM
10 Features of a good MIS:
Accuracy:
The sources of the data determine whether the
information is reliable and accurate.
Collects market dynamic information:
MIS collects the consumer competition, market environment,
competitor policies & strategies, Government policies.
Help in decisions:
Up-to-date and accurate information directly helps in decision
making.
11. MARKETING INFORAMTION SYSTEM
11 Features of a good MIS:
Usefulness:
The MIS has to make useful information easily accessible.
Timeliness:
The more recent the data, the more these decisions will reflect
present reality and correctly anticipate their effects on the company.
Completeness:
If some information is not available due to missing data, it
highlights the gaps and either displays possible scenarios or presents possible
consequences resulting from the missing data.
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Problem: The brand positioning of PepsiCo’s flagship with
COCACOLA brand needed to be change.
Approach: Global consumer research.
Interpretation: PepsiCo lost sight of what it stands for and its
role in customers’ lives.
Solution: New global marketing campaign.
Result: A worldwide campaign brought back the roots of Pepsi.
PepsiCo’s market problem
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Internal Records (Data Bases):
Extensive internal data base, electronic collections of
consumers and market information obtained from data source
within the company network.
Marketing managers can readily access and work with
information in the data base to identify marketing
opportunities and problems, plan programs, and evaluate
performance.
More quick and cheap than other information sources.
Problems faced:
1.Older data becomes obsolete.
2.Maintenance & storage could be a problem.
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INTERNAL DATA RECORDS
• Total sales: daily, weekly, monthly.
• Sales by products
• Territorial sales: measure the degree of market penetration.
• Sales by trade classification : textiles, engineering or chemicals.
• Sales volume by market segment : static, declining or expanding.
• Sales volume by type of channel of distribution.
• Sales volume over time covers actual sales and units sold.
• Pricing information.
• Communication information: effects of advertising campaigns,
sponsorship, direct mail programs or exhibitions.
• Sales representatives’ records and reports.
• Inquiries received and quotations sent.
17. Marketing Intelligence:
It is method to get the information about the
environment- newspapers, trade publications,
internet, observations etc.
It is systematic collection & analysis of publically
available information about the competitors & trends
in marketing environment.
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EXTERNAL DATA RECORDS
1.Government data (census data, income ,expenditure statistics)
2.Commercial data (e.g. Panel data, Store audits)
3.Social statistics
4.Overseas trade statistics
5.Business monitors(production, services series)
6.Household expenditure
7.Economic surveys
8.International sources
19. MARKETING INFORAMTION SYSTEM
19 Marketing Research:
Systematic design, collection , analysis & reporting of
data relevant to a specific marketing situation.
Organizations engage in marketing research for two
reasons:
(1) to identify marketing problems
(2) to solve marketing problems
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Define the
problem &
research
objectives
Develop the
research plan
for collecting
information
Implementing the
research plan,
collecting &
analyzing the data
Implementing
& reporting
the findings
Steps of Market Research
21. MARKETING INFORAMTION SYSTEM
21 Marketing Decision Support System(DSS):
Tools to help marketing managers to analyze
data & take quick decisions.
Usually a computer or data stores.
to retrieve information useful in making semi
structured and unstructured decisions.
22. MARKETING INFORAMTION SYSTEM
22 Typical DSS includes following models and tools for:
o Sensitivity Analysis
o What-If Analysis
o Goal setting
o Exception reporting
o Time series sales model
o Forecasting Models
o Simulation Models
o Linear programming
o ANOVA(analysis of variance)
23. MARKETING INFORAMTION SYSTEM
23 Data collection techniques:
Contact method:
mail
telephone
interview (feedback)
online review
Sampling plan:
Sampling unit(which people)
Sampling size(number of people)
Sampling procedure(method of choosing)
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24 Data collection techniques:
Research Approach:
observation
survey
experiment
Research Instrument:
questionnaires
tracking
mechanical(people meter, check out scanner)
25. Importance of Market Information System
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• Anticipation of customers.
• Systematic approach.
• Economic indication.
• Technology development.
• Market planning.
• Understanding the consumers.
• Improving the efficiency.
• Recognize trends & changes.
• Strengthen buyer/supplier relation.
28. It is becoming increasingly important for marketing
management to have up-to-date information to carry
out its tasks.
Marketing is becoming increasingly proactive &
must seek to identify changes and trends in the
macro-environment and then translate these into
action plans.
Thus MIS serves best to its purpose and therefore
turns organization profitable.
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Conclusion
29. References:
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1. The Role of Marketing Information System on Decision Making "An Applied study
on Royal Jordanian Air Lines (RJA)" International Journal of Business and Social
Science Vol. 2 No. 3 [Special Issue - January 2011]
2. MARKETING INFORMATION SYSTEMS: AN EMERGING VIEW
(Working paper: ALFRED P. SLOAN SCHOOL OF MANAGEMENT
David B. Montgomery & Y Glen L. Urban)
3. http://ebooks.narotama.ac.id/files/Essentials of Marketing Management/Chapter 12
Marketing Information Systems And Research.pdf
4. http://www.headscratchingnotes.net/2011/10/marketing-information-systems-mis/
