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    Presentation ON Marketing Information System Presented by

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    kattyperrysherry
    This document provides an overview of marketing information systems. It discusses that a marketing information system consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. It also outlines the three main ways that marketing information is developed: through internal data, marketing intelligence, and marketing research. Finally, it describes the four main steps in the marketing research process.

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    Presentation ON Marketing Information System Presented by

    Uploaded by

    kattyperrysherry
    21 views23 pages
    This document provides an overview of marketing information systems. It discusses that a marketing information system consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. It also outlines the three main ways that marketing information is developed: through internal data, marketing intelligence, and marketing research. Finally, it describes the four main steps in the marketing research process.

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    mis2

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    This document provides an overview of marketing information systems. It discusses that a marketing information system consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. It also outlines the three main ways that marketing information is developed: through internal data, marketing intelligence, and marketing research. Finally, it describes the four main steps in the marketing research process.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    21 views23 pages

    Presentation ON Marketing Information System Presented by

    Uploaded by

    kattyperrysherry
    This document provides an overview of marketing information systems. It discusses that a marketing information system consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. It also outlines the three main ways that marketing information is developed: through internal data, marketing intelligence, and marketing research. Finally, it describes the four main steps in the marketing research process.

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    PRESENTATION ON

    MARKETING INFORMATION SYSTEM Presented byjerrin rachel aliyas Jaishree devi Hani kothari Neelam jadav Yogesh gupta

    Marketing Information System


    Marketing Information System

    (MIS)
    Consists of people, equipment, and

    procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
    5- 2

    Marketing Info. System


    Developing Information
    Internal data
    Marketing intelligence Marketing research
    Internal data is gathered

    via customer databases, financial records, and operations reports. Advantages of internal data include quick/easy access to information. Disadvantages stem from the incompleteness or inappropriateness of data to a particular situation.
    5- 3

    Internal Records
    Order-to-payment cycle Sales information system

    Databases, warehousing, data mining

    Database Management

    Marketing Info. System


    Developing Information
    Internal data
    Marketing intelligence Marketing research
    Marketing intelligence is

    the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment. Competitive intelligence gathering activities have grown dramatically. Many sources of competitive information exist.
    5- 6

    Steps to Quality Marketing Intelligence


    Train sales force to scan for new developments
    Motivate channel members to share intelligence Hire external experts to collect intelligence

    Network externally
    Utilize a customer advisory panel Utilize government data sources

    Purchase information

    Sources of Competitive Information


    Independent customer goods and service review

    forums Distributor or sales agent feedback sites Combination sites offering customer reviews and expert opinions Customer complaint sites

    Needs and Trends


    Fad

    Trend

    Megatrend

    Major Forces in the Environment


    Demographic
    Political-legal Technological Natural Economic Socio-cultural

    Population and Demographics


    Population growth
    Population age mix Ethnic markets

    Educational groups
    Household patterns

    Economic Environment
    Consumer Psychology

    Income Distribution
    Income, Savings, Debt, Credit

    Social-Cultural Environment
    Views of themselves
    Views of others Views of organizations Views of society Views of nature Views of the universe

    Socio-Cultural Influences

    Natural Environment
    Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

    Consumer Environmental Segments


    Genuine Greens Not Me Greens Go-with-the-Flow Greens Dream Greens Business First Greens Mean Greens

    Technological Environment
    Pace of change
    Opportunities for innovation Varying R&D budgets Increased regulation of change

    The Political-Legal Environment


    Business Legislation

    Growth of Special Interest Groups

    Marketing Info. System


    Developing Information
    Internal data
    Marketing intelligence Marketing research
    Marketing research is

    the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Steps in the marketing research process.
    5- 19

    Marketing Info. System


    Steps in the Marketing Research Process:
    Defining the problem and research objectives. Developing the research plan for collecting

    information. Implementing the research plan collecting and analyzing the data. Interpreting and reporting the findings.

    5- 20

    Marketing Info. System


    Step 1: Defining the problem and

    research objectives
    Exploratory, descriptive, and causal

    research each fulfill different objectives.

    5- 21

    Marketing Info. System


    Step 2: Developing the Research Plan
    Research objectives guide the determination of

    specific information needs. Research proposals outline the type of data needed and the research plan.

    Secondary data: Information collected for another purpose which already exists. Primary data: Information collected for the specific purpose at hand

    5- 22

    Marketing Info. System


    Step 3 of the Research Process:

    Implementing the Research Plan


    Involves collecting, processing, and

    analyzing information.

    Step 4 of the Research Process:

    Interpreting and Reporting the Findings


    5- 23

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