"A marketing information system is a continuing and interacting structure of people, equipment and procedures to gather, sort, analyse, evaluate, and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation, and control".

1. MARKETING
INFORMATION
SYSTEM
Presented by: Patel Urvi Mahendrabhai
Reg. No. FRRTM0200444
FPTM department,
College of Fisheries, Shirgaon, Ratnagiri

2. Marketing information
system :
• Definition: The Marketing Information System refers to the
systematic collection, analysis, interpretation, storage and
dissemination of the market information, from both the
internal and external sources, to the marketers on a regular,
continuous basis.
• The marketing information system distributes the relevant
information to the marketers who can make the efficient
decisions related to the marketing operations viz. Pricing,
packaging, new product development, distribution, media,
promotion, etc.

3. The Role of information:
• Marketing without information is like air without oxygen.
Marketing wins in achieving its objectives if it is based on a
knowledge of facts that are properly processed.
marketing needs information for a number of reasons like:
 The competitive profile
 Legal aspects
 Government policies
 Changing technology
 Information about the suppliers, dealers etc.
 SWOT analysis of the company

4. Components of Marketing
Information System

5. Components of MIS :
 Internal Records System :
It includes information on the order to payment cycle and sales information
system.
 Marketing Intelligence System :
A set of procedure and sources used by managers to obtain everyday
information about developments in the marketing environment.
 Marketing Research System :
It includes systematic design, collection, analysis and reporting of data and
finding relevant to specific marketing situation.
 Marketing Decision Support System:
It includes several software programs that can be used by the marketers to
analyze the data, collected so far, to take better marketing decisions.

6. Characteristics of MIS:
• MIS is permanent and continous system.
• Its basic ojective is to provide right information.
• It is computer based system.
• It is future-oriented.
• It is used by all levels of management.
• It collects information from internal and external sources.
• It collects all types of marketing information.
• It helps marketing managers in decision making.

7. Advantages Disadvantages
• Organized data collection.
• A broad perspective.
• The storage of important data.
• An avoidance of crises.
• Coordinated marketing plans.
• Speed in obtaining sufficient
information to make decisions.
• The ability to do a cost-benefit
analysis.
• High initial time.
• High labor costs.
• The high complexity of
setting up an information
system.

8. References
• https://businessjargons.com/marketing-information-
system.html
• https://theinvestorsbook.com/marketing-information-
system.html
• https://medium.com/@geeksagar/marketing-information-
system-mkis-definition-components-and-applications-
f4d9eafef956

9. Thank You