Marketing Information System_Parakramesh Jaroli_MBA

1. Presented By:
Parakramesh Jaroli
MBA (Dual) II - Semester

2. Marketing Information System
Unit II

3. Meaning
• A marketing information system (MIS) is a set
of procedures and methods designed to
generate, analyze, disseminate, and store
anticipated marketing decision information on
a regular, continuous basis. An information
system can be used operationally,
managerially, and strategically for several
aspects of marketing.

4. Definition
• A system that analyzes and assesses
marketing information, gathered continuously
from sources inside and outside an
organization. Timely marketing information
provides basis for decisions such as product
development or improvement, pricing,
packaging, distribution, media selection, and
promotion.

5. Scope of MKIS
The MKIS department gathers information
regarding :
1.Marketing mix allocation
2.Consumer behavior
3.Product acceptance in the market
4.Sales analysis
5.Industry and competitor analysis
6.All kind of information which is relevant to the
marketing department.

6. type of information
The MkIS supplies three type of information
which may relevant for marketing Department
1.Recurrent Information
2.Monitoring Information
3.Requested Information

7. type of information
1. Recurrent Information: is the information that
is supplied on a periodic basis and includes
information on market share, customer
satisfaction, customer purchase intentions, etc.
2. Monitoring Information: is the information that
is obtained by scanning of information sources
on a continuous basis and includes
information on the industry, competitors, etc
obtained from news paper, articles,
magazines, trade journals, government
reports and annual reports.

8. type of information
• Requested information: is the information
that is generated in response to an explicit
request by the marketing department and
includes information pertaining to market
share, competitors, level of customer
satisfaction, etc.

10. Basic Component of MKIS
1. Internal records : The first component of MKIS is
‘Internal Record’. Marketing managers get lots of
information from the internal-records of the
company. These records provide current information
about sales, costs, inventories, cash flows and
account receivable and payable. Many companies
maintain their computerized internal records. Inside
records help marketing managers to gain faster
access to reliable information.

11. Basic Component of MKIS
• Marketing intelligence : It collects information
from external sources. It provides information
about current marketing-environment and
changing conditions in the market. This
information can be easily gathered from external
sources like; magazines, trade journals,
commercial press, so on. The salesmen’s report
also contains information about market trends.
The information which is collected from the
external sources cannot be used directly. It must
be first evaluated and arranged in a proper
order. It can be then used by the marketing
manager for taking decisions and making policies
about marketing.

12. Basic Component of MKIS
• Marketing research : The third important component
of MKIS is ‘Marketing Research’. MR is conducted to
solve specific marketing problems of the company. It
collects data about the problem. This data is tabulated,
analyzed and conclusions are drawn. Then the
recommendations are given for solving the problem.
Marketing research also provides information to the
marketing managers. However, this information is
specific information. It can be used only for a particular
purpose. MIS and MR are not substitutes of each
other. The scope of MIS is very wide.

13. Basic Component of MKIS
Marketing decision support system : The fourth
component of MKIS is ‘Marketing Decision Support
System’. These are the tools which help the marketing
managers to analyze data and to take better marketing
decisions. They include hardware, i.e. computer and
software programs. Computer helps the marketing
manager to analyze the marketing information. It also
helps them to take better decisions. In fact, today
marketing managers cannot work without computers.
There are many software programs, which help the
marketing manager to do market segmentation, price
fixing, advertising budgets, etc.