The document provides an overview of marketing information systems (MIS) and international marketing information systems (IMIS). [1] It defines MIS as a computer-based system that supports marketing decision making through the collection, analysis and presentation of internal and external information. IMIS helps address the dual problems of information abundance and scarcity in global markets. [2] Six subject areas of information are identified for global businesses: markets, competition, foreign exchange, regulations, resources, and general conditions. Sources of market information include human sources, documents, the internet, and direct perception. [3] Key components of a computerized MIS are described as data banks, statistical banks, model banks, and display units

1. IMR
An Introduction

2. MR
 Mkt is the process of planning and
executing the conception, pricing, promotion
and distribution of ideas, goods and
services to create exchanges that satisfy
individual and organizational objectives.
 Now the mkt concept requires more
customer satisfaction rather than profit
maximization. So orgn tries to be more
customer oriented and satisfy their needs
quickly and efficiently. Its requires some
research on getting consumer needs and
gather mkt intelligence.

3. MR
 MR is a critical part of such mkt
intelligence system, it helps to
improve mgt decision making by
providing relevant, accurate and
timely information.

4. Definition
 MR is the function that links the consumer, customer,
and public to the marketer through information-
information used to identify and define mkt
opportunities and problems, generate, refine, and
evaluate marketing actions, monitoring mkt
performance and improve understanding of marketing
as a process. MR specifies the information required to
address these issues, designs the method for
collecting information, manages and implements the
data collection process, analyzes and communicates
the findings and their implications.
-- AMA

5. Definition
 According to Philip Kotler, “Marketing
Research is a systematic problem
analysis, model-building and fact-
finding for the purpose of improved
decision making and control in the
marketing of goods and services”

6. Market Research V/S
Marketing Research
 Marketing research- Marketing
research covers researches about all
aspects of the marketing activities
such as markets, product, consumers,
advertising, sales promotion
techniques, channels of distribution,
warehousing, transport and packaging
problems relating to firm’s product.

7. MR
 Market research- market research
emphasizes research on the market
and market segment and consumers
and their
behaviour. The market research is a
part of marketing research.

8. Nature of Marketing
Research
Applied research
 Cost-benefits assessment
 Dynamic environment and need for frequent updates

9. Role of MR
Situation Environment & Mkt
Analysis SWOT
Business scope
Strategy Competitive advantage
Development Set performance objectives
Mkt 4P’s
Program
Development
Performance monitoring
Implementation Refining strategies & program

10. The following activities or
scope are included in Market
Research
1. Analysis of the market size according to age, sex,
income, profession and standard of living of the
customers.
2. Estimating the regional or territorial demand of
different
markets.
3. Collecting information about the existing the
prospective
customers of the company’s product, various
competitors’
share in the market and all about competitors’
products and
their attributes.

11. Activities of MR
4. Studying the market change and conditions affecting
market
changes such as customer’s preference, shift in brand
loyalty
etc.
5. Analyzing the working of various channels of
distribution
and their role increasing market demand of the
product.
6. Forecasting the profitability of different markets and
marketing segments.

12. Need for Market Research
1. When a new product is to be introduced in the market.
2. When the sale of the product is showing a downward
trend and the reason for the fall could not be
established.
3. When facts and figures about demand potential are not
available.
4. In signing an advertising programmed when
consumer’s
habits and preferences and of the markets are not
known

13. Need of MR
5. When product development is need to adapt the
product
according to the needs of the consumers.
6. When the income, fashion, habits and preferences are
changing fast.
7. Having an idea of competitor’s policies and strategies
regarding their products, advertising and sales
promotion to
make the necessary changes in its policies and
strategies.
8. When company’s own pricing policy is not conductive
to
competitor’s pricing policies and needs change.

14. IMR
 The explosive growth of world trade has unleashed
a torrent of demand for information about markets
throughout the world. Companies expanding into
new and unfamiliar markets need information about
market demand and market conditions. Managers
seeking to expand and diversify operations need
information to develop effective strategies in these
markets.
 At the same time, increasing cultural diversity
makes it important to collect information with regard
to changing lifestyle and consumption patterns in
different parts of the world. Increased travel, waves
of migration and global communications are
resulting in the blurring of cultural boundaries.

15. IMR
 As markets become more integrated
worldwide, there is a growing need to
conduct research spanning country
boundaries, to identify regional or global
segments, examine opportunities for
integrating
and better coordinating strategies in world
markets, launching new global brands and
developing effective global branding
strategies.

16. IMR
Specially, the following questions can be answered very
categorically:
1. Products: Which of its products can be easily sold in
the
foreign Market?
2. Markets: In order to achieve the maximum results what
are
in markets it should concentrate on for the given
products?
3. Strategies: In order to achieve the best results in the
market
what kind of strategies is to be follows?

17. Example of IMR
With the globalization of markets,
International marketing research is
gaining more popularity. International
marketing research has helped Best
Western to become the world’s largest
hotel chain. As this is reflected
through the following data.

18. Sources of worldwide Hotel
Business by region.
Sources of All Africa/ Asia/ North Europe
Hotel Hotels Middle Australia Ameri
Business worldw East ca
ide
Domestic 50.7% 24.6% 35.0% 84.6% 47.3%
Foreign 49.3% 75.3% 65.0% 15.4% 52.7%

19. Real Research
 Govt Official- 4.10%
 Other 9.20%
 Conference Participants 12.7%
 Tour groups 13.5%
 Individual travelers 24.5%
 Business travelers 36.0%

20. Nature of IMR
 Basic tool for decision making
 basic managerial instrument for analyzing the size,
character and trend of the demand.
 Market research is a continuous process because
market conditions such as competition terms of
business, market demand and supply, and consumer’s
taste, behavior, brand image and loyalty and status
continue to change.
 application of scientific method to the solution of
marketing problems.

21. Scope of IMR
In the area of international marketing,
market research is the crucial first
step for a firm, which wants to engage
itself in
international business. Specially,
market research is required to take
decisions on the following:

22. scope
 Market research is required to identify which
markets should be selected as the target
markets, based on the market size, growth
accessibility and competitive factors.
 Identification of suitable products is also
dependent upon research.
 Research can help prevent the use of
inappropriate market entry method.
 Research can help determine the
positioning of the product, taking into
account the socio-cultural factors.

23. scope
 Promotion campaigns should be decided
only when proper research has been carried
out regarding their acceptability in a given
environment.
 Research also helps in taking appropriate
packaging decision. One colour may not be
acceptable in certain countries
 Considerable amount of data collection and
analysis are required to arrive at pricing
decisions.

24. Importance of IMR
 Market potential:
 Consumer Information:
 Environmental Information:
 Marketing information:
 Product Information:
 Actualization of export potential:
 Review of Export market
 Change in market conditions:
 To improve its position in the export
market:

25. Complexities in IMR
1. new parameters (duties, foreign currencies, international
documentation)
2. new environmental factors (legal issues, cultural issues,
political issues, technological level of the society)
3. The number of factors involved
4. Broader definition of competition (much greater variety of
competition)
5. Lack of sensitivity to differences in culture, consumer tastes,
and market demands
6. Limited appreciation for the environment (Labour rules,
distribution systems, the availability of media, or advertising
regulations)
7. Lack of familiarity with national and international data sources
and inability to use international data once obtained

26. Complexities and issues of
IMR
 Diversity of the International
Environment- Diversity occurs in relation to
consumer tastes, preferences and behavior,
and to a lesser extent in business-to-
business markets, Differences in the nature
of the marketing infrastructure, government
regulation of business operations, product
formulation and packaging, advertising,
promotion and pricing as well as trade
barriers such as tariffs, import quotas etc.

27. complexities
 Continually Changing Environment of
International Markets- Technological
change makes product development,
production processes and experience
rapidly obsolete and contributes to
heightened competitive pressures as well
as social change.
 research in a multicountry, multicultural
and multilinguistic environment

28. Issues
 Complexity of Research Design
 Difficulties in Establishing Comparability
and Equivalence
 Coordination of Research and Data
Collection across Countries
 Intra functional Character of
International Marketing Decisions
 Economics of International Investment
and
Marketing Decisions

29. issues
 Many country markets must be included
 Markets with low profit potential justifies
limited research expenditures
 Data in developing countries may be
inflated or deflated
 Comparability of international statistics
varies greatly
 Limits created by cultural differences

30. Frame work of IMR
Mkt Environment
Government env.
Step 1
Legal env Problem Definition
Step 2
Developing an approach
Step 3 Structural env
Research Design Formulation
Mkt Environment
Step 4
Field work / Data Collection
Economic env
Step 5
Data Preparation and Analysis
Socioculture env
Step 6
Report Preparation and Presentation
Information & Technological env

31. The environment for IMR
 Mkt environment- demand & supply,
customer satisfaction, pricing policy,
govt. control of media, public’s attitude
toward advertising
 Govt. environment- Type of govt,
public policy, regulatory agencies,
govt. incentives and penalties &
investment in govt enterprises.

32. Conti
 Legal environment- common law,
code law, foreign law, international
law, transaction law, antitrust, bribery
and taxes.
 Economic environment- GDP level,
source and distribution of income,
growth trends and sectoral trends.

33. conti
 Structural environment- transportation,
communication, utilities and infrastructure.
 Informational & Technological environment-
Information & communication system,
computerization, use of internet, use of
electronic equipment, energy, production
technology, science and invention.
 Socio-cultural environment- values, literacy,
language, religion, communication patterns,
family and social institutions.

34. IMIS
 "To survive in this new globally
competitive world, we had to
modernize. Information technology is
the glue for everything we do. "
 JAMES WOGSLAND
• Vice Chairman, Caterpiller

35. IMIS
 Information, or useful data, is the material of
executive action the global marketer is
faced with a dual problem in acquiring the
information needed for decision-making. In
high-income countries, the amount of
information available far exceeds the
absorptive capacity of an individual or an
organization. Although advanced countries
all over the world are in the middle of an
information explosion, there is a lack of
information available on the market
characteristics of less developed countries.

36. IMIS
 Thus, the global marketer is faced with the
problem of information abundance an
information scarcity. The global marketer
must know where to go to obtain
information the subject areas that should be
covered and the different ways that
information can be acquired information
must be processed in an efficient and useful
way. The technical term for the process of
information acquisition is scanning.

37. SIX SUBJECT AGENDA CATEGORIES
FOR A GLOBAL BUSINESS
CATEGORY COVERAGE
1. Markets- Demand estimates, consumer behavior, products,
channels, communication media availability and cost, and
market responsiveness.
2. Competition- Corporate, business, and functional strategies
and plans
3. Foreign Exchange- Balance of payments, interest rates,
attractiveness of country currency, expectations of
analysts.
4. Prescriptive Information- Laws, regulations, rulings
concerning taxes, earnings, dividends in both host
countries and home country.
5. Resource Information- Availability of human, financial,
information, and physical resources.
6. General conditions- Overall review of socio-cultural,
political, technological environments

38. SOURCES OF MARKET
INFORMATION
1. HUMAN SOURCES
2. DOCUMENTARY SOURCES
3. INTERNET SOURCES
4. DIRECT PERCEPTION

39. Marketing Information
system
A computer-based system that works in
conjunction with other functional
information systems to support the
firm's management in solving
problems that relate to marketing the
firm's products.

40. What is MKIS?
‘MKIS (MIS) is a set of procedures and
methods for the regular, planned
collection, analysis and presentation
of information for use in marketing
decisions’
American Marketing Association

41. The components of a
computerised MKIS
Data Bank
Statistical Display Marketing
MKIS
Bank unit Manager
Model
Bank

42. computerised MKIS
 Data bank - raw data e.g historical
sales data, secondary data
 Statistical bank - programmes to
carry-out sales forecasts, spending
projections
 A model bank - stores marketing
models e.g Ansoff’s matrix, Boston
Matrix
 Display unit - VDU and keyboard

43. Marketing Information System Model Data Information
Input Output subsystems
subsystems
Product
Accounting D subsystem
information
system A Place
subsystem
Internal sources T
Marketing A Promotion
research subsystem Users
subsystem B
Environmental sources
A Price
subsystem
Marketing S
intelligence
subsystem E Integrated-
mix
subsystem

44. MIS model
 Output
 product
 place
 promotion
 price
 integrated mix
 Database
 Input
 AIS( Accounting Information system)
 marketing research
 marketing intelligence

45. Accounting Information
System
 Sales order data is input.
 AIS provides data for
 Periodic reports
 Special reports
 Mathematical models and knowledge-
based models

46. Marketing Research
Subsystem
 Gathered from customers and
prospects

47. Primary versus Secondary
Data
 Primary data are collected by the firm
 Examples of primary data
 Survey
 In-depth interview
 Observation
 Controlled experiment

48. Primary versus Secondary
Data (continued)
 Secondary data
 Mailing lists
 Retail sales statistics
 Video retrieval systems
 Some secondary must be bought and
some is free

49. Marketing Research
Software
 Graphics packages (print maps)
 CATI (computer-aided telephone
interviewing) where the computer
displays the next question to ask
 Statistical analysis package like
SPSS, SAS etc.

50. Marketing Intelligence
Subsystem
 Ethical activities aimed at gathering
information about competitors
 Each functional information system
has an intelligence responsibility

51. The MIS in Fortune 500
Firms
 Preprocessed information 71% of
1990 firms
 Mathematical modeling
 Support for management levels
 Models
 Overall
 Support for management functions
 Support for the marketing mix

52. How Managers Use the
MKIS
Subsystem
Integrated
Subsystem
Product Place Promotion Price Mix
Vice-pres of marketing X X X X X
Other executives X X X X X
Brand managers X X X X X
Sales manager X X
Advertising manager X X
Manager mktg resrch X X X X X
Manager of product planning X
Manager of physical distribution X
Other managers X X X X X

53. Marketing Managers Are Using the Computer More
for Making the Difficult Price and Promotion Decisions
Product .32
Product .49
Price .27 Price .39
Place .16 Place .15
Promotion .08 Promotion .13
1980 1990

54. Information Technology for
Global Marketing
 Information Technology refers to an
organization’s processes for creating,
storing, exchanging, using, and
managing information.
 Management Information Systems
provide managers and other decision
makers with a continuous flow of
information about company operations

55. Tools of MIS
 Intranet
 Electronic Data Interchange (EDI)
 Efficient Consumer Response (ECR)
 Electronic Point of Sale (EPOS)
 Data Warehouses

56. intranet
 A Private network
 Allows authorized
company personnel
(or outsiders) to share
information
electronically
 24-Hour Nerve
Center

57. Electronic Data Interchange
 Allows business units
to:
 Submit orders
 Issue invoices
 Conduct business
electronically
 Transaction formats are
universal

58. Efficient Consumer
Response (ECR)
 This is in addition to EDI
 An effort for retailers and vendors to
work closely on sock replenishment
ECR can be defined as a joint initiative
by members of a supply chain to work
toward improving and optimizing
aspects of the supply chain to benefit
customers.

59. Electronic Point of Sale
 Gathers data at checkout
scanners
 Identifies product sales
trends
 Identifies how consumer
preferences vary
geographically

60. Data Warehouses
 Can help fine-tune
product assortments
for multiple locations
 Enhances the ability
of management to
respond to changing
business conditions

61. The end
 Thanks for being with us.