The document discusses marketing information systems (MIS), which gather, analyze, and distribute market data to marketing decision-makers. An effective MIS is unified, decision-supporting, economical, need-based, fast, flexible, reliable, accurate, complete, and future-oriented. It provides three types of information: recurrent data on metrics like market share, monitoring data from regular scanning of sources, and requested data developed in response to specific requests. The MIS collects both internal data from sources like sales and cost analysis and financial records, as well as external data. It is important for anticipating demand, taking a systematic approach, understanding economic indicators and competition, adapting to technology changes, and understanding consumers to inform marketing planning.

1. MARKETING INFORMATION
SYSTEM (MKIS)

2. What is marketing information
system ?
• Marketing information consists of people equipment
and procedures to gather, sort, analyze, evaluate and
distribute needed, timely and accurate information to
marketing decision makers.
• Marketing decision makers use the data to identify
and solve marketing related problems.

3. Feature/Element/Characteristics/Good/
Sound/Effective of MIS
• It should be unified and centralized system
• It should be Decision supporting system
• It should be Economical
• It should be need based & use oriented
• It should be fast in communication
• It should be quite flexible
• It should be reliable
• It should be clear brief accurate and complete
• It should be of future Oriented

4. Marketing Information system supplies
three types of information.
• Recurrent Information
• Monitoring Information
• Requested Information

5. •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.

6. • 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

7. • 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.

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

9. 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.

10. 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 activities .Many companies
prepare periodical final statement to
observe the balance of each item of

11. Importance of marketing information systemImportance 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

12. • 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.