Labour Day Celebrating Workers and Their Contributions.pptx
Dimensions of Marketing Information System.pptx
1. Dimensions of Marketing Information
System
• Necessary to realize that quality & quantity of information needed at various levels
of management differs.
• Important to give emphasis not only to generation, storage & retrieval of the
relevant information to fill in the gaps but attention should also be aid to
elimination of irrelevant data.
• Value of information/benefits can be ascertained by the following :-
Accessibility Comprehensiveness Accuracy
Timeliness Authenticity
Free from
Bias
2. Steps in MIS Design
Define the
System
Source and
Frequency
Identification
Formats of MIS Implementation
Research
assessment sheet
Marketing activity
evaluation sheet
Prepare
marketing
research plan
Train the
research staff
Prepare
operating
schedule
Evaluate and
modify the
research system
3. Components of Marketing Information
System
• 3 major divisions of MIS:
Latest addition to MIS
is:
Internal Marketing
Information
Marketing
Intelligence
Marketing Research
projects
Management
science/Operations
research
4. Economic environment
• Purchasing power in an economy depends on consumers’ income,
savings, debt and credit availability as well as the price level.
• Marketers must understand consumer psychology and levels and
distribution of income, savings, debt and credit.
Consumer
Psychology
Income
Distribution
Income,
Savings, Debt
& Credit
