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Marketing Information System: Tribhuvan University

The document discusses the components and processes of a marketing information system (MKIS). An MKIS consists of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. It includes internal records systems to track sales and operations data, marketing intelligence on market trends, a decision support system to integrate data sources, and formal marketing research functions. The key elements that feed into strategic decisions are internal company data, external market monitoring, analytical tools, and primary data collection.

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86 views20 pages

Marketing Information System: Tribhuvan University

The document discusses the components and processes of a marketing information system (MKIS). An MKIS consists of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. It includes internal records systems to track sales and operations data, marketing intelligence on market trends, a decision support system to integrate data sources, and formal marketing research functions. The key elements that feed into strategic decisions are internal company data, external market monitoring, analytical tools, and primary data collection.

Uploaded by

Anonymous gDxeGLY
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Marketing Information

System

Dr. Gopal Thapa


Tribhuvan University
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 & Armstrong

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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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Components of MKIS
 Internal record system
 Marketing intelligence
 Decision support system
 Marketing research

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Components of MKIS

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Internal Record System
 Internal databases are electronic collections of
information obtained from data sources within the
company.
 Kotler & Armstrong

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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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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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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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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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Sources of Marketing Intelligence
 Marketing Managers
 Sales Forces
 Middlemen
 Specialists
 Outsourcing
 Marketing information section

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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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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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Components of MDSS
 Data Bank
 Methods Bank
 Model Bank

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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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Features of Marketing Research
 Systematic
 Problem oriented
 Objective
 Decision making

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Areas of Marketing Research
 Product research
 Advertising research
 Consumer research
 Sales research
 Corporate research
 Competitor research

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Marketing Research Process
 Define the problem and research objectives
 Develop the research plan
 Collect the information
 Analyze the information
 Present the findings

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