Marketing Information

System

By : Fachry Frisandi (13507027)

Information System Laboratory - Bandung Institute of Technology

Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.

What is Marketing?

Analysing market structure and behaviour Researching and selecting market

opportunities Developing marketing strategies Planning marketing tactics Implementing and controlling marketing

efforts

Marketing management process

 High volume, high speed work The high variety of works The complexity of interactions The issue of preferences Highly competitive market Rapidly changing in market environment

The Challenges of Marketing

What does marketing manager

need?

Marketing Information System

Marketing Information System was seen as a set of procedures and methods for the regular planned analysis and presentation of information for use in making marketing decisions.[Cox and Good]

The definition

Gather , analyze, evaluate,

distribute the information related to marketing process for use by marketing decision maker to improve their marketing planning, implementation and control.

Role of MKIS

The components

Informasi diintegrasikan dan dilaporkan kepada marketing decision maker sehingga pengambilan keputusan dapat dioptimalkan.

Internal records or Internal Reporting System

A marketing intelligence system is a set of procedures and data sources used by marketing managers to sift information from the environment that they can use in their decision making.

Marketing Intelligence

Marketing research is a proactive search for information. That is, the enterprise which commissions these studies does so to solve a perceived marketing problem.

Marketing research

A mechanism to represent informations related to marketing so that decision maker can make a better decision.Typical tools are :

Time series sales modesBrand switching modelsLinear programmingElasticity modelsRegression and correlation models

Marketing Model (Support Analysis)

MKIS to support

marketing process

Where is the Position of MKIS among another information

systems used in the organization?

The Application

Starbucks extensively uses marketing information system to analyze their market environment and improve the decision making process.

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