Marketing

Information
System
Presented by:
Antiga, Monique Chelsea De Vera, Angerica
Flores, Elisha Mitri Go, Willesa Liporada, Racquel
Ruiz, Sarah Lourene Silvano, Chris Lois
Marketing
Information System
A marketing information system
(MkIS) is:
Designed specifically for managing the
marketing aspects business
Intended to bring together disparate
items of data into a coherent body of
information
Marketing
Information System
A marketing information system
(MkIS) is a continuing and interacting
structure of people, equipment and
procedures to gather, sort, analyze,
evaluate and distribute needed, timely
and accurate information for use by
marketing decision makers to improve
their marketing planning,
implementation, and control.
Marketing
Information System
Assess the information needs
Develop needed information
Analyze information
Distribute information
Features of
Marketing Information System
Continuous System
Permanent and continuous system of
collecting information

Basic Objective
To provide the right information at the
right time to the right people to help
them take right decisions
Features of
Marketing Information System
Computer-Based System
Uses computer, so is up-to-date and
accurate

Future-Oriented
Provides information for solving future
problems
Features of
Marketing Information System
Used by all levels
Used by all three levels of management

Sources
Collects information from both internal
and external sources
Features of
Marketing Information System
Collects Marketing Information
Information about consumer
competition, marketing environment, etc.

Helps in Decision-Making
Supplies up-to-date and accurate
information that helps take quick and
right decisions
 A. Internal Reporting System
The internal reporting systems enable a
company to always be aware of how they
are performing as a team and what
issues may need addressing.
Marketing managers get lots of
information from the internal-records of
the company. These records provide
current information about sales, costs,
inventories, cash flows and account
receivable and payable. Many companies
maintain their computerized internal
records.
The internal records that are of
immediate value to marketing decisions
are: orders received, stockholdings and
sales invoices.
Most marketing managers use internal
records and reports regularly, especially
for making day-to-day planning,
implementation and control decisions.
Internal records information consists of
information gathered from sources
within the company to evaluate
marketing performance and to detect
marketing problems and opportunities.
B. Marketing Intelligence System
The marketing intelligence systems
are used to deal with the costs of
running a marketing department and
a business as a whole. It will process
all the facts and figures delivering
what needs to be spent where and
what may be using too much money.
 It collects information from external
sources. It provides information about
current marketing-environment and
changing conditions in the market.
This information can be easily gathered
from external sources like
magazines, trade journals, commercial
press, trade press, census, so on.
This information cannot be collected
from the Annual Reports of the Trade
Association and Chambers
of Commerce, Annual Report of
Companies, etc. The salesmens report
also contains information about market
trends. It can also gather information
from Sales Force, Dealers and
Distributors, and suppliers.
The information which is collected from
the external sources cannot be used
directly. It must be first evaluated and
arranged in a proper order. It can be then
used by the marketing manager for taking
decisions and making policies about
marketing.
 systems allow a company to really find
out what their customers/potential
customers think of the current trends
and their views on certain items, or
polices.
can also delve into a customer's habits in
the hope the company can spot a gap in
the market or service
 can gather quantitative and qualitative
information
provides information to the marketing
managers
conducted to solve specific marketing
problems of the company
a proactive search for information
 act as a concept or theory and a lot of
campaigns will be built with this
guidance in m
tools which help the marketing managers
to analyze data and to take better
marketing decisions
These tools are:
Time series sales models
Brand switching models
Linear programming
Elasticity models (price, incomes, demand, supply, etc.)
Regression and correlation models
Analysis of Variance (ANOVA) models
Sensitivity analysis
Discounted cash flow
Spreadsheet 'what if models
Three levels of decision making:

1. Strategic decisions are characteristically

one-off situations. This level of decision
making is concerned with deciding on the
objectives, resources and policies of the
organisation.
2. Control decisions deal with broad policy
issues. Such decisions are concerned
with how efficiently and effectively
resources are utilised and how well
operational units are performing.
3. Operational decisions concern the
management of the organisation's
marketing mix. These involve making
decisions about carrying out the "specific
tasks set forth by strategic planners and
management.
 Marketing
Marketing Research
Information System
Meaning to collect, analyze systematic process of
and supply relevant collecting and
marketing analyzing
information to the information to solve
marketing a specific marketing
managers problem
Purpose to provide relevant to solve a specific
information to marketing problem.
marketing
managers and
enable them to
make effective
marketing decisions
Scope Wide Narrow
 Marketing Marketing
Information System Research

Reports gives four types provides only one

of reports namely, report called as
plan-reports, MR Report
periodic-reports,
triggered-reports
and demand reports

Orientation Future Oriented Past & Present

Oriented
Problems solve many only deals with a
different marketing single marketing
problems at one problem at one
time time
 Marketing Marketing
Information System Research

Data collected more not collected

frequently, usually frequently
almost daily

Operation permanent and not a continuous

continuous system system.

Computers heavily based on hardly makes use

the use of computers of computers
 includesall the data, in terms of
facts, opinions, views, guidelines
and policies, which are necessary to
make vital marketing decisions

providesrelevant, reliable and

required information in respect of
business environment-both internal
and external environments.
 MkIS helps managers to recognize
marketing trends. The changing trends
may be in respect of prices, product
design, packaging, promotion schemes,
etc.
 MkIS provides the information
necessary to develop marketing
strategy. Provides the foundation for the
development information system-
dependent e-commerce strategies.
 Effective market planning is
required in terms of product
planning, pricing, promotion and
distribution.
 A firm has to take quick decision
for this purpose; it requires fast
flow of information which is
facilitated by a properly
designed MkIS.
 In every aspect of marketing, there is
need to make constant and correct
decisions. A properly designed
marketing information system promptly
supplies reliable and relevant
information.
 MkIS makes it possible to
tap business opportunities as
it can supply required and
reliable data.
 Marketing intelligence refers to information of
the events that are happening in the external
environment, i.e., changes in customer tastes,
expectations, competitors strategies, govt.
policies, international environment, etc. with the
help of MkIS specialists, it is possible to collect
marketing intelligence which is vital to make
effective marketing decisions.
 A firm which is well
equipped with MkIS will be
able to realize the need to
change the line of business.
 Firms, which are largely decentralized
can gather information which is
scattered at many centers or
departments and integrate it for
effective decision making.
 MkIS provides support for product launches,
enables the coordination of marketing
strategies, and is an integral part of sales
force automation (SFA), customer
relationship management (CRM), and
customer service systems implementations.
 MkIS brings together many
different kinds of data, people,
equipment, and procedures to
help an organization make
better decisions.
 MkIS can organize data
collection and store these
important data for over
several time periods.
ESSENTIAL REQUISITES OF A GOOD MKIS
 Unified and centralized:
MkIS must be unified and centralized.

Facilitate decision making:

MkIS must facilitate decision making.

Quick and accurate information:

MkIS must provide quick and accurate information.

Economical:
MkIS must be economical.
 Selective:
MkIS must be selective.
Future-oriented:
MkIS must be forward looking i.e. future-
oriented.
Supply information regularly:
MkIS must supply information regularly.
Use new techniques:
MkIS must use new techniques for collecting,
analyzing, storing and supplying information.
Agricultural MkIS in Asia and Pacific Region