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Marketing Information System

&

Marketing Decisions

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Objectives

Why marketing information system isneeded

The role and importance of marketinginformation systems

Basic marketing information system,

commercial data bases, marketing data-bases.

MIS in action

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Marketing Information Systems

Enables Marketers To: ain a competiti!e edge "ed#ce financial and image risks

Determine cons#mer attit#des

Monitor the en!ironment

ather competiti!e intelligence

$oordinate strategy

Meas#re performance

Impro!e ad!ertising credibility

ain management s#pport for decisions

Impro!e effecti!eness

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Good MIS Also Allows

Marketers to:

Assess SOT

Take A!!ro!riate Action inEnvironment

Ma"imi#e $erformance

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% $ast e"!erience is

ins&fficient'

(ontin&o&s monitoring of

t)e environment andSOT analysis m&st be

maintained'

MIS A**S

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T)e Scientific Met)od

It is im!erative+ w)encollecting and analy#ing

marketing information+ to &set)e Scientific Met)od OAT+and tobe:

Objective

Acc&rate

T)oro&g)

Information Age Knowledge Worker

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Interrelationships of Marketing

Information athering

Marketing Information

System ,MIS- Marketing .esearc)

$rocess

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Marketing Information System

%n MIS is a

set of proced#res and

methods designed to

generate, analy'e,disseminate, and store

anticipated marketing

decision information on

a reg#lar, contin#o#s

basis.

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Customer DataBase

Targeting

Customers

Tracking

Activities Profiling

and Sorting

Flexible

Reports

Mass Mail

Follow-upetters

Auto !ialing

Remote

Access

Output

"lobal #-mail

$nteractive

Tec% !ocuments

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(n!ironment $ompany )b*ecti!es

Marketing +lans

Marketing Intelligence

etork

Marketing "esearch

$ontin#o#s Monitoring

Data Wareho#se

Implementing

Marketing +lans

Implementation

eedback

Basic Marketing Information System

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$lentif&l data+ once beyond reac)+ is )ere'

E"tensive commercialdata so&rces are nowavailable for researc)'

/ol&mes of Censusdata are now on eband (*s'

M&lti!le so&rces of

information are nowtransmitted ra!idly viaInternet and Intranet+and stored in *ataare)o&sing'

Thro#gh data-base marketing,

companies can effecti!ely

reach and interact ith

c#stomers.

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0&lly Integrated *ata12ase

MarketingMarketing and Sales

Systems

$ampaign +lanning

Market/competitor analysis

ield sales s#pport

Telemarketing

Direct Mail

Sales force management

Marketing

Data Base

(&stomers

$ros!ectsS&s!ects

inancial and

)perational

Systems

)rder entry

In!entory control

Billing

$ollections/acco#nts

recei!ables, etc.

$ompany

+lanning

Strategic planning

"esearch and

de!elopment

+rod#ct planning

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MIS in Action

An in1de!t) st&dy fo&nd t)at:

More t)an 345 of 6'S' firms )ave a

marketing information system

Of t)ose+ 78 !ercent are com!&ter1

based

Most believe MIS is critical to

decision making

Many &se ann&al re!orts+ sales call

re!orts+ and !&rc)ased re!orts to

amass com!etitive intelligence

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2asic *efinition Ste!s Incl&de:

Statement of ObjectivesIdentify (ore (om!onent of9eeds

".).I.0

)r Increase Market

Share0

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Single1So&rce *ata (ollection

T1,

Shopping,

and

$omp#ter

2abits

This is a res#lt of high-tech

ad!ances. It facilitates the tracking

acti!ities of indi!id#al cons#mer

ho#seholds.

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Et)ical (onsiderations

B#siness $ons#mer

Tec)nology )as bot)

elicited and com!o&nded

t)e escalation of et)ical

researc) iss&es and global

considerations+ forcingmarketers to weig) all

researc) met)odologies

verycaref&lly'

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The Marketing Information SystemThe Marketing Information System