Presentation on MkIS.

1. MARKETING INFORMATION SYSTEM
(FUNCTIONAL MIS)
SHIV KUMAR
BCA 5TH SEM.
1822562

2. INFORMATION FLOW
• Information flows all round the world
just as the blood flows in living beings.
• For the company , this information
should be collected and take strategic
decisions related to market according to
it.
• Every firm must organize and distribute
a continuous flow of information.
• Marketing decision makers use this
data to solve various marketing related
problems.

3. WHAT IS MARKETING INFORMATION SYSTEM (MKIS) ?
• According to Philip Kotler : Marketing information system is a
planned system of collecting, processing, storing & propagate data in
form of information needed to carry out the marketing and
management functions.
• In other words : MkIS is continuing & interacting structure of people,
equipment & procedure to gather, sort, analyse ,evaluate &
distribute needed, timely & accurate information to marketing
decision makers improve their marketing planning, implementation,
and control. MkIS is a subset of Management Information System.

4. COMPONENTS OF MARKETING INFORMATION SYSTEM

5. MARKETING RESEARCH PROCESS

6. MARKETING INFORMATION SYSTEM BLOCK DIAGRAM

7. FEATURES OF A GOOD MARKETING INFORMATION SYSTEM
• Continuous System : Permanent and continuous system of collecting information.
• Basic Objective : To provide the right information at the right time to the right people
to help them take right decisions.
• Computer-Based System : Uses computer, so is up-to-date and accurate.
• Future-Oriented : Provides information for solving future problems.
• Used by all levels : Used by all three levels of management.
• Sources : Collects information from both internal and external sources.
• Collects Marketing Information : Information about consumer competition,
marketing environment, etc.
• Helps in Decision-Making : Supplies up-to-date and accurate information that helps
take quick and right decisions

8. IMPORTANCE OF MARKETING INFORMATION SYSTEM
Market Monitoring
Strategy
Development And
Implementation
Facilitates Market
Planning and
Control
Quick Supply of
Information
Quality of Decision
Making
Tapping the
Business
Opportunities
Provides Marketing
Intelligence
Helps Managers to
Recognise Change
Builds Relationship
within an
organisation

9. BENEFITED ORGANIZATIONS :
PepsiCo
Google
Walmart
Microsoft
Bajaj
and a lot more..

10. CONCLUSION
• Marketing information system is an important factor in a growing business
today with increased competition and environmental changes affecting
the consumer world.
• It is the marketing information system that makes or unmakes any
organization in the perspective of marketing strategy.
• Thus MkIS serves best to its purpose and therefore turns organization
profitable.
• Hence, Marketing information system is correctly called as life blood of
marketing.

11. THANK YOU!