The document discusses the critical role of a Marketing Information System (MIS) in collecting, processing, and distributing market data to inform strategic decision-making in marketing. It outlines the features of an effective MIS, including continuous operation, accuracy, relevance, and usefulness, emphasizing the need for timely and comprehensive information to anticipate consumer needs and market trends. Ultimately, it underscores that having up-to-date information is essential for marketing management to enhance efficiency and profitability.

1. Market information sources
Dr. Ramadan Gharbia
Delta university

2. Aims and objectives
After reading you will be able to know.
1- Marketing Information System( MIS).
2- Why information is needed?.
3 - Importance of Market Information System

3. Marketing Information System
- Information flows all round the market just as the blood
flows in living beings.
- For the company , these information should be collected and take
strategic decisions related to market according to it.
- Every firm must organize and distribute a continuous flow of information.
- Marketing decision makers use this data to solve various
marketing related problems.

4. Why information is needed?

5. Market information system
It is continuing , interacting structure of people, equipment.
procedure together, sort, analyze ,evaluate , distribute needed,
timely , accurate information to marketing decision makers.

6. Market information system
Marketing information system is a planned system of
collecting, processing, storing & propagate data in form of
information needed to carry out the management functions.

7. Market information system
DATA
external &
(
internal)
Market
Research
Division
Market
Intelligence
Division
Market
Managers
Division
Market
Strategy
&
Decisions
Top
Management
MIS Cycle

8. Market information system
Features of a good MIS:
Continuous system:
It is a permanent & continuous system collecting the information
up to the desired level of detail.
Basic objective:
To provide right information at right time to right people to help
them to take right decisions.
Computer Based:
Computers are used for accurate data storage and proper data
management.

9. Market information system
Features of a good MIS:
Future Orientation:
It should provide information that could be used to solve future problems.
Relevance:
An effective MIS takes data that originates in the areas of activity that concern the
manager at any given time, and organizes it into forms that are meaningful for
making decisions.
Used by all levels of management:
Top , middle and lower level of management use the information for marketing plans,
policies & strategies.

10. Market information system
Features of a good MIS:
Accuracy:
The sources of the data determine whether the information is reliable and accurate.
Collects market dynamic information:
MIS collects the consumer competition, market environment, competitor policies
& strategies, Government
policies.
Help in decisions:
Up-to-date and accurate information directly helps in decision making.

11. Market information system
Features of a good MIS:
Usefulness:
The MIS has to make useful information easily accessible.
Timeliness:
The more recent the data, the more these decisions will reflect
present reality and correctly anticipate their effects on the company.
Completeness:
If some information is not available due to missing data, it highlights the gaps and
either displays possible scenarios or presents possible consequences resulting from
the missing data.

12. Market information system
Importance of Market Information System
• Anticipation of customers.
• Systematic approach.
• Economic indication.
• Technology development.
• Market planning.
• Understanding the consumers.
• Improving the efficiency.
• Recognize trends & changes.
• Strengthen buyer/supplier

13. Conclusion
It is becoming increasingly important for marketing management to
have up-to-date information to carry out its tasks.
Marketing is becoming and many more increasingly proactive & must
seek to identify changes and trends in the macro-environment and
then translate these into action plans.
Thus MIS serves best to its purpose and therefore turns organization
profitable.

14. THANK YOU
Thank you all and
best of luck