Business and Marketing Information system

1. MODULE 2
- Business Information System
- Marketing Information System

2. Business Information systems

3. Business Information systems
Business
information
systems (BIS) can
be defined as
systems
integrating
information
technology, people
and business.

4. Business Information systems
⚫Abusiness information system is a
group of interrelated components that
work collectively to carry out
input, processing, output, storage and
control actions in order to convert data
into information products that can be
used to support forecasting, planning,
control, coordin ation, decision making
and operational activities in an
organization.‟

5. Resources that support BIS
⚫People resources
⚫Hardware resources
⚫Software resources
⚫Communications resources
⚫Data resources

6. Business information systems as an organizational control
mechanism

7. Marketing Information Systems

8. Marketing Information
Systems
⚫It is a management information
system designed to support marketing
decision making.
⚫ According to American Marketing
Association”MKIS (MIS) is a set of
procedures and methods for the
regular, planned collection, analysis
and presentation of information for use
in marketing decisions”

9. Definition By Philip Kotler
⚫'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

10. ⚫Marketing information consists of
people, equipment and procedures to
gather,sort,analyze,evaluate and
distribute needed, timely and accurate
information to marketing decision
makers.

11. Marketing Information system supplies
three types of information.
⚫Recurrent Information
⚫Monitoring Information
⚫Requested Information

12. •Recurrent Information
This is the data that an MIS supplies
periodically about the market share of a
specific product and customer‟s awareness
of company‟s brands. The data may be
supplied on weekly, monthly or yearly
basis.

13. • Monitoring Information
This is the data obtained from the regular
scanning of certain sources. Marketing
managers may need data related to
competition or the industry. It is essential
so that marketing managers can be alert
and identify potential problems

14. • Requested Information
This information is developed in response
to some specific request by the marketing
manager. Secondary data or primary data
through survey research are collected in
response to the specific request. The MIS
supplies the requested information for
decision making.

15. Marketing Information system
External data
Internal data
Requested
information
Marketing
Research
division
Marketing
Information
system
Marketing
Managers
Division

16. Sources of Marketing Information .
The MIS information inputs come from different
sources, viz., both within and outside firms .
Some of the commonly used internal sources of
information are:
 Sales Analysis- The marketing information
system retrieves sales information and put them
in usable and disaggregated form. It detects
various marketing strengths and weaknesses.
Computer assisted sales analysis uncovers
significant details for management needs.

17. Cost Analysis-The cost analysis is possible
with the effective accounting system. The
classification and analysis of the cost of
production, cost of distribution and selling
may provide adequate information for the
management purposes .
Financial Records- The financial records &
publications may provide adequate
opportunities for management of sales &
marketing
prepare
activities .Many companies
periodical final
observe the balance of each item
statement to
of
financial records.

18. Importance of MKIS
Why
Information
Is
Needed
Marketing
Environment
Strategic
Planning
Customer
Needs
Competition

19. Importance of marketing information system
⚫Anticipation Of Customer Demand-
Every marketer needs up-to-date
knowledge about consumer needs and
wants.
⚫Systematic Approach-Expanding markets
and competitive marketing environment
require adequate market intelligence
system.
⚫Economic indicator-Marketers must have
latest information on the changing trends
of supply, demand and prices

20. ⚫Significance of Analysing Competition-
Marketer cannot survive without having
information regarding nature , character and size
of competition to be met.
⚫Development of Technology-Marketers must
have latest information regarding technological
development.
⚫Understanding the Consumer-Information
system can establish proper two way flow of
information and understanding between
marketers and consumer.
⚫Marketing Planning-Marketing plans and
programmes are based upon information supplied
by economic forecasts and market research.

21. Functions of MKIS
Marketing
Information
Systems
Interactive
Marketing
Sales Force
Automation
Customer
Relationship
Management
Sales
Management
Market
Research
and
Forecasting
Advertising
and
Promotion
Product
Management

22. The components of a MKIS

23. Characteristics Of MKIS
⚫Continuous process
⚫Centralized system
⚫Modern technology
⚫Efficient operations
⚫Feedback provider
⚫Economical
⚫Future-oriented

24. Advantages of MKIS
1. Organized data collection.
2. A broad perspective.
3. The storage of important data.
4. An avoidance of crises.
5. Coordinated marketing plans.
6. Speed in obtaining sufficient
information to make decisions.
7. Data amassed and kept over several
time periods.
8. The ability to do a cost-benefit analysis.

25. Disadvantages of MKIS
⚫high initial time an labor costs
⚫ the initial complexity of setting up an
information system.