What are the useful internal records for such a system CHAPTER-3, SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND, AND CONDUCTING MARKETING RESEARCH. KOTLER MARKETING MANAGEMENT

1. WHAT ARE
USEFUL
INTERNAL
RECORDS
FOR SUCH A
SYSTEM ?

2. To spot important opportunities and
potential problems, marketing managers
rely on internal reports of orders, sales,
prices, costs, inventory levels,
receivables, and payables.

3. ORDER-TO-PAYMENT CYCLE
Sales
representative,
dealers
&costumers send
orders to firms
Sales dep.
prepares
invoices,
transmits copies
to various dep.
Shipped items
generate
shipping and
billing documents
that go to various
dep.

4. SALES INFORMATION SYSTEM

5. EXAMPLE:-
WALMART
IT OPERATES A SALES AND INVENTORY DATA
WAREHOUSE THAT CAPTURES DATA ON EVERY
ITEM FOR EVERY CUSTOMER, EVERY STORE,
EVERYDAY AND REFRESHES IT EVERY HOUR.

8. process of centralizing or aggregating data
from multiple sources into one common
repository
process of finding patterns in a given
data set. These patterns can often
provide meaningful and insightful data
to whoever is interested in that data.

9. These slides were created
by NANDINI GUPTA, AKGEC Ghaziabad,
during a Marketing internship
by Prof. Sameer Mathur, IIM Lucknow