Slides of Marketing information system

2. MkIS consists of people, equipment, and procedure to gather, sort, analyze,
evaluate, and distribute needed, timely, and accurate information to
marketing decision makers. – Philip Kothler
MkIS is an ongoing, organized procedure to generate, analyze, disseminate,
store, and retrieve information of use in making marketing decisions. –
William J.Staton

3. 1. Facilitation of marketing planning and control
2. Helps to recognize changing dynamics of
environment
3. Quick supply of information
4. Quality of decision making
5. Information integration

5. The records which are collected from internal
sources of an organization are known as internal
record system. The records which are used for
MkIS are as follows:
1. Customer Order and Complain
2. Invoices
3. Sales report

6. A. Formal Method
Under this there is systematic set of formal system
which are arranged in order to collect the regular flow
of information. It includes:
1. Sales persons
2. Marketing channel
3. Marketing information center
4. Private intelligence agency
B. Informal Method
Such method consist of informal sources which doesn’t
involve any terms and conditions. It includes:
1. Magazines
2. Newspaper
3. Articles

7. Under this, a research
is duly conducted in
order to collect the
information related
with the
environmental forces.
It helps in providing
alternative choices
through which the
manager can select the
best alternative.

8. It helps in analyzing, storing and disseminating
information which are collected by other
components of MkIS. It includes:
1. Data Bank
2. Statistical Bank
3. Model Bank

9. Marketing research has a variety of applications in
marketing decision making process. It can investigate
into any problem in marketing.
A. Product Research
1. Development product specifications
2. Concept development and testing
3. Product tests
4. Test marketing research
B. Advertising Research
1. Research for setting advertising objectives
2. Copy testing
3. Media research

10. C. Sales report
1. Sales analysis
2. Distribution analysis
3. Sales force performance analysis
4. Sales or market potential analysis
5. Sales forecasting

11. D. Motivation and Attitude Research
Motivation research focuses on the hidden purchase
motives of consumers. The application of the
behavioral science’s technique in marketing research is
popularly known as motivation research. Attitude
research can be done into two groups:
1. Questionnaire method
2. Observation method