Marketing Information system & Consumer Behavior Dharmesh Motwani firstname.lastname@example.org
Marketing Information System (MKIS) Definition Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
An MKIS Model• Output – Product – Place – Promotion – Price – Integrated mix• Database• Input – AIS – Marketing research – Marketing intelligence
MKIS Model Data Information Input Output subsystems subsystems Product Accounting D subsystem information A system T Place subsystem Internal sources A B Marketing Promotion research A subsystem Users subsystem S E Price Environmental sources subsystem Marketing intelligence subsystem Integrated- mix subsystem
Accounting Information System• Sales order data is input.• AIS provides data for – Periodic reports – Special reports – Mathematical models and knowledge- based models
Marketing Research Subsystem• Managers use marketing research to gather information about customers. – Market potential & market share – Understand customer satisfaction & purchase behavior – Effectiveness of marketing mix on customers• Primary & Secondary data are used
Marketing Intelligence Subsystem• The systematic collection and analysis of publicly available information about competitors and development in marketing environment.• The information can be collected from people inside the rival companies – executives, engineers, purchasing & selling agents etc.
Consumer BehaviorIt is the study of how individuals makedecisions to spend their availableresources (time, money, effort) onconsumption related items. It includes thestudy of--What they buy-Why they buy it-When they buy it-Where they buy it from-How often they buy it-How often they use it
Buying Process– Need recognition– Information search– Evaluation of alternatives– Purchase decision– Post purchase behavior
Information and Experience Pre Purchase Expectation use Performance Satisfied +ve WOM DissatisfiedRepurchase Intention Complainer Non-Complainer •Dealer • -ve WOM •Court •Brand •Manufacturer Switching Satisfaction is Dissatisfied found • -ve WOM •Brand Switch Increase in Sale Decrease of sale And Market share and reduction in market share
Buying Roles• Initiator• Gatekeeper• Influencer• Decider• Buyer• User
Factors Influencing Buying Behavior1. Cultural Factors i. Culture ii. Sub culture iii. Social class2. Social Factors i. Family ii. Reference groups iii. Roles and status3. Personal Factors i. Age and life cycle stage ii. Occupation iii. Economic circumstances4. Psychological Factors i. Motivation. ii. Personality iii. Perception iv. Learning. v. Beliefs and attitudes
Maslow’s Need Hierarchy TheoryHigher-order needs Self- actualization needs Esteem needs Social needs Safety needs Physiological needsLower-order needs
Marketing Implementation• The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives• Planning addresses what & why• Implementation addresses who, where, when & how
Marketing Control• The process of measuring and evaluating the results of marketing strategies & plans and taking corrective action to ensure that objectives are achieved• Operating Control• Strategic Control (marketing audit)
Summary Planning Implementation Control Measure Carry out theDevelop Results plansStrategic plans Evaluate ResultsDevelop Take correctivemarketing plans action