The document discusses the importance of management information systems (MIS) for observing the external environment and satisfying customer needs. It explains that MIS involves collecting, organizing, analyzing, and distributing timely and accurate information to marketing decision makers. The document also lists several methods that can be used to gather customer intelligence, such as training salespeople to report new developments, motivating distributors to share information, networking externally, setting up an advisory panel, using government data, and purchasing external data.

1. COMPILED BY:
ASTHA BAJAJ
LECTURER
SMS DEPARTMENT
BADDI UNIVERSITY

2.  MIS IS TODAYS NEED, AS A COMPANY NEEDS
TO OBSERVE THE OUTSIDE ENVIRONMENT, IN
ORDER TO SATISFY THE NEEDS OF
CUSTOMERS.
 FIRMS HAVE DEVELOPED MIS THAT PROVIDE
ALL THE INFORMATION REGARDING ITS
CUSTOMERS WANTS, PREFERENCES,AND
BEHAVIOUR.

3.  MIS consists of people, equipment and
procedure to gather, sort, analyze, evaluate
and distribute needed, timely and accurate
information to marketing decision makers.5

5.  The Order-to-Payment cycle
 Sales Information Systems
 Databases, data warehousing and data
mining.

6.  Train and motivate the sales force to report
new developments.
 Motivate distributors, retailers, to pass along
important intelligence
 Network externally
 Set up a customer advisory panel
 Take advantage of Government data
resources.
 Purchase information from outside suppliers
 Use online customer feedback system.

7.  Train and motivate the sales force to report
new developments.
 Motivate distributors, retailers, to pass along
important intelligence
 Network externally
 Set up a customer advisory panel
 Take advantage of Government data
resources.
 Purchase information from outside suppliers
 Use online customer feedback system.