MARKETING INFORMATION SYSTEM

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marketing info. system with a few examples

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MARKETING INFORMATION SYSTEM

  1. 2. Marketing Information System <ul><li>Begins and Ends with Information Users: </li></ul><ul><ul><li>Interacts with information users to assess information </li></ul></ul><ul><ul><li>Develops needed information from internal and external sources </li></ul></ul><ul><ul><li>Helps users analyze information for marketing decisions </li></ul></ul><ul><ul><li>Distributes the marketing information and helps managers use it for decision making </li></ul></ul>
  2. 3. Definition <ul><li>By Philip Kotler </li></ul><ul><li>'MKIS' is a planned system of collecting, processing, storing and disseminating data in the form of information needed to carry out the functions of management. According to Phillip Kotler &quot;A marketing information system consists of people, equipment, and procedures to gather, sort, analyses, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.&quot; </li></ul>
  3. 4. The Marketing Information System Marketing Information System Developing Information Information Analysis Internal Databases Marketing Research Marketing Intelligence Distributing Information Assessing Information Needs Marketing Managers Marketing Environment Marketing Decisions and Communications
  4. 5. Developing Marketing Information <ul><li>Internal data is gathered via customer databases, financial records, and operations reports. </li></ul><ul><li>Advantages include quick and easy access to information. </li></ul><ul><li>Disadvantages stem from the incompleteness or inappropriateness of data to a particular situation. </li></ul><ul><li>Internal data </li></ul><ul><li>Marketing intelligence </li></ul><ul><li>Marketing research </li></ul>Sources of Info
  5. 6. Developing Marketing Information <ul><li>Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment. </li></ul><ul><li>Competitive intelligence gathering activities have grown dramatically. </li></ul><ul><li>Many sources of competitive information exist. </li></ul><ul><li>Internal data </li></ul><ul><li>Marketing intelligence </li></ul><ul><li>Marketing research </li></ul>Sources of Info
  6. 7. Developing Marketing Information <ul><li>Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. </li></ul><ul><li>Internal data </li></ul><ul><li>Marketing intelligence </li></ul><ul><li>Marketing research </li></ul>Sources of Info
  7. 8. FUNCTIONS OF MKIS <ul><li>Classification </li></ul><ul><li>Measurement and Analysis </li></ul><ul><li>Decision Models </li></ul><ul><li>Reporting system </li></ul><ul><li>Information retrieval system </li></ul>
  8. 9. Components of an MKIS <ul><li>Internal Reports System </li></ul><ul><li>Marketing Intelligence System </li></ul><ul><li>Marketing Decision Support System (DSS) </li></ul><ul><li>Marketing Research System </li></ul>
  9. 10. Components of MKIS
  10. 11. The Marketing Research Process Defining the problem and research objectives Developing the research plan for collecting information Implementing the research plan -- collecting and analyzing the data Interpreting and reporting the findings
  11. 12. The Marketing Research System has a role in MIS because… <ul><li>It gathers information not gathered by the other MIS component subsystems. </li></ul><ul><li>Marketing research studies are conducted for a specific situation facing the company. </li></ul><ul><li>Marketing research projects unlike other MIS components are not continuous – they have a beginning and an end. </li></ul>
  12. 13. Cost-Benefit Aspects of MKIS <ul><li>Marketing firm should continue to collect and store information up to the point where the marginal cost of information equals the marginal value. </li></ul>
  13. 14. Advantages <ul><li>Substantial cost saving are realized </li></ul><ul><li>Marketer’s understanding of their decision environment is increased </li></ul><ul><li>Decision making effectiveness is upgraded </li></ul><ul><li>Information value is improved </li></ul>
  14. 15. <ul><li>Why don ’ t more firms have an MKIS? </li></ul>
  15. 17. FISH
  16. 18. Problems Faced are: <ul><li>Poor Planning </li></ul><ul><li>Lack of staff and expertise to develop the System. </li></ul>
  17. 19. <ul><li>Fisheries Development Authority of Malaysia (FDMA) </li></ul><ul><li>It designed the MKIS structure in 1985 </li></ul><ul><li>Its MKIS is divided into four sub-modules: </li></ul><ul><li>Market Operation System (MOS) </li></ul><ul><li>Marketing Monitoring System (MMS) </li></ul><ul><li>Complex Management System (CMS) </li></ul><ul><li>Trade Promotion System (TPS) </li></ul>
  18. 21. PALM OIL
  19. 22. <ul><li>The two major institutions involved in marketing information are: </li></ul><ul><li>PORLA </li></ul><ul><li>KLCE </li></ul><ul><li>Functions of these institutions are: </li></ul><ul><li>Provide Hedging to reduce prices and risk to Industry Participants. </li></ul><ul><li>Provide information on the current supply situation of Palm Oil Products </li></ul>
  20. 23. <ul><li>Ensures efficient marketing for Palm Oil by means of Market Monitoring. </li></ul><ul><li>Collects data on Price, Product, Export & Import. </li></ul><ul><li>Collects data on Production & Stock of Processed Palm Oil. </li></ul>
  21. 25. VEGETABLES
  22. 26. <ul><li>FAMA </li></ul><ul><li>Role of MKIS </li></ul><ul><li>IBM 4331-L02 </li></ul><ul><li>10 Micro Computers </li></ul><ul><li>TELITA </li></ul><ul><li>FAMA tends to commercialize </li></ul>
  23. 28. ACKNOWLEDGEMENT <ul><li>We, the members of Group 3, would like to take this opportunity to thank Prof. Jaishankar Ojha for giving us such an interesting topic for our presentation which has enlightened our knowledge on Marketing Information System (MKIS). </li></ul><ul><li>You have always being a source of inspiration and have always guided us throughout the presentation. We have learnt some good skills of presentation and hope that this will be helpful to us in our near future. </li></ul><ul><li>Thank you sir for all your support provided to us. </li></ul>
  24. 29. Thank You

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