Marketing Information System

1. Marketing Information
System
Chapter Three
Dr. Gopal Thapa
Tribhuvan University

2. Marketing Information System
 A marketing information system (MKIS) consists
of people, equipment and procedures to gather,
sort, analysis, evaluate, and distribute needed,
timely and accurate information to marketing
decision makers - Kotler
 Marketing information system is an ongoing,
organized procedure to generate, analyse,
disseminate, store and retrieve information
for use in making marketing decision.
 Stanton
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3. Marketing Information System
 A marketing information system 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
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5. Components of MKIS
 Internal record system
 Marketing intelligence
 Decision support system
 Marketing research
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6. Components of MKIS
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7. Internal Record System
 Internal databases are electronic collections of
information obtained from data sources within the
company.
 Kotler & Armstrong
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8. Internal Record System
 The order-to-payment cycle
 Sales information system
 Databases,, data warehousing and data mining
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9. Internal Record System
 Marketing managers rely on data from internal
reports about orders, sales, prices, costs, inventory
levels, receivables, payables and so on.
 The heart of the internal record system is the
order-to-payment cycle.
 Sales representatives, dealers, and customers
dispatch orders to the firm.
 The sales department prepares invoices and
transmits copies to various departments, Out-of-
stock items are back ordered.
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10. Internal Record System
 Shipped items are accompanied by shipping and
billing documents that are sent to various
departments
 Companies need to perform these steps quickly
and accurately, because customers favor firms that
can promise timely delivery.
 Today many companies organize information in
databases- customer databases, product databases,
salesperson databases and so forth- and then
combine data from the different databases.
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11. Internal Record System
 The customer database will contain every
customer’s name, address, past transactions, and
even demographics and psychographics (activities,
interests and opinions) in some instances.
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12. Marketing Intelligence System
 A marketing intelligence system is a set of
procedures and sources managers use to obtain
everyday information about developments in the
marketing environment.
 Kotler & Armstrong
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13. Sources of Marketing Intelligence
 Marketing Managers
 Sales Forces
 Middlemen
 Specialists
 Outsourcing
 Marketing information section
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14. Improving Marketing Intelligence
Train and motivate the sales force to spot report
new developments.
Have sales representatives observe how customers use products in
innovative and ways, which can lead to new product ideas.
Motivate distributors, retailers, and other
intermediaries to pass along important
intelligence.
Intermediaries are closer to the customer and can offer helpful insights, such
as observing that certain consumers switch to different products during
specific seasons.
Hire external experts to collect intelligence. Use mystery shoppers to uncover problems with quality, services, and
facilities.
Network internally and externally. Buy competitors’ products, attend open houses and trade shows, read
competitors’ published reports, and collect competitors’ ads.
Set up a customer advisory panel. Invite the company’s largest, most outspoken, most sophisticated, or most
representative customers to provide feedback.
Take advantage of government data. Check Census Bureau data to learn about population swings, demographic
groups, regional migrations, and changing family structure.
Buy information from outside research and
vendors.
Obtain data from well-known suppliers such as Nielsen and NPD. firms
Collect marketing intelligence on the Internet. Check online forums, distributor feedback sites, customer complaint sites,
blogs, and social media for comments and opinions about competing goods
and services.
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15. Marketing Decision Support
System
 Marketing decision support system (MDSS) is a
coordinated collection of data, systems, tools, and
techniques with supporting software and hardware
by which and organization gathers and interprets
information from business and the environment
and turns it into a basis for marketing action.
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16. Marketing Decision Support
System
 A decision support system is a procedure that
allows a manager to interact with data and
methods of analysis to gather, analyze, and
interpret information.”
--- Stanton
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17. Components of MDSS
 Data Bank
 Methods Bank
 Model Bank
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18. Marketing Research
 Marketing research as the systematic design,
collection, analysis and reporting of data and
findings that are relevant to a specific marketing
situation facing the company.
 Most large companies have their own marketing
research departments.
 Some small companies can hire the services of a
marketing research firm or conduct research in
creative and affordable ways.
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19. Features of Marketing Research
 Systematic
 Problem oriented
 Objective
 Decision making
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20. Areas of Marketing Research
 Product research
 Market research
 Sales research
 Advertising research
 Pricing research
 Distribution
 Research on business environment and corporate
responsibility
 Competitor research
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21. Marketing Research Process
 Define the problem, decision alternatives and
research objectives
 Develop the research plan
 Collect the data
 Analyze the information
 Present the findings
 Make the decision
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22. Any Queries?
Thank You
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