Marketing information system akash deep maurya
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Marketing Information System
Akash Deep Maurya
MT14IND002
M. Tech. (Industrial Engineering)
2014-2015
DEPARTMENT OF MECHANICAL ENGINEERING
VNIT NAGPUR
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MARKETING INFORAMTION SYSTEM
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Information flows all round the market just as the blood flows in living beings.
For the company , these information should be collected and take strategic decisions related to market according to it.
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MARKETING INFORAMTION SYSTEM
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Every firm must organize and distribute a continuous flow of information.
Marketing decision makers use this data to solve various marketing related problems.
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MARKETING INFORAMTION SYSTEM
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Why information is needed?
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MARKETING INFORAMTION SYSTEM
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Market information system
It is continuing & interacting structure
of people, equipment & procedure to
gather, sort, analyze ,evaluate &
distribute needed, timely & accurate
information to marketing decision
makers.
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MARKETING INFORAMTION SYSTEM
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Marketing information system is a planned system of collecting, processing, storing & propagate data in form of information needed to carry out the management functions.
-Philip Kotler
Market information system
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MARKETING INFORAMTION SYSTEM
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MARKET INFORMATION SYSTEMDAT
A(external &
internal)
Market Researc
h Division
Market Intelligence Division
Market Manage
rs Division
Market Strategy
& Decision
s
Top Manageme
nt
MIS Cycle
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MARKETING INFORAMTION SYSTEM
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Features of a good MIS:Continuous system:
It is a permanent & continuous system collecting the information
up to the desired level of detail.
Basic objective:
To provide right information at right time to right people to help
them to take right decisions.
Computer Based:
Computers are used for accurate data storage and proper data
management.
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MARKETING INFORAMTION SYSTEM
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Features of a good MIS:
Future Orientation:
It should provide information that could be used to solve
future problems.
Relevance:
An effective MIS takes data that originates in the areas of
activity that concern the manager at any given time, and organizes it
into forms that are meaningful for making decisions.
Used by all levels of management:
Top , middle and lower level of management use the
information for marketing plans, policies & strategies.
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MARKETING INFORAMTION SYSTEM
10 Features of a good MIS:
Accuracy:
The sources of the data determine whether the
information is reliable and accurate.
Collects market dynamic information:
MIS collects the consumer competition, market
environment, competitor policies & strategies, Government policies.
Help in decisions:
Up-to-date and accurate information directly helps in
decision making.
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MARKETING INFORAMTION SYSTEM
11 Features of a good MIS:
Usefulness:
The MIS has to make useful information easily
accessible.
Timeliness:
The more recent the data, the more these decisions will
reflect present reality and correctly anticipate their effects on the
company.
Completeness:
If some information is not available due to missing data, it
highlights the gaps and either displays possible scenarios or presents
possible consequences resulting from the missing data.
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MARKETING INFORAMTION SYSTEM
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Problem: The brand positioning of PepsiCo’s flagship with
COCACOLA brand needed to be change.
Approach: Global consumer research.
Interpretation: PepsiCo lost sight of what it stands for
and its role in customers’ lives.
Solution: New global marketing campaign.
Result: A worldwide campaign brought back the roots of
Pepsi.
PepsiCo’s market problem
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MARKETING INFORAMTION SYSTEM
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Market information system Block Diagram
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MARKETING INFORAMTION SYSTEM
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Components of MIS
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MARKETING INFORAMTION SYSTEM
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Internal Records (Data Bases):
Extensive internal data base, electronic collections of consumers and market information obtained from data source within the company network.
Marketing managers can readily access and work with information in the data base to identify marketing opportunities and problems, plan programs, and evaluate performance.
More quick and cheap than other information sources.
Problems faced:
1.Older data becomes obsolete.
2.Maintenance & storage could be a problem.
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MARKETING INFORAMTION SYSTEM
16INTERNAL DATA RECORDS
• Total sales: daily, weekly, monthly.• Sales by products• Territorial sales: measure the degree of market penetration.• Sales by trade classification : textiles, engineering or
chemicals.• Sales volume by market segment : static, declining or
expanding.• Sales volume by type of channel of distribution.• Sales volume over time covers actual sales and units sold.• Pricing information.• Communication information: effects of advertising campaigns,
sponsorship, direct mail programs or exhibitions.• Sales representatives’ records and reports.• Inquiries received and quotations sent.
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MARKETING INFORAMTION SYSTEM
17 Marketing Intelligence:
It is method to get the information about the
environment- newspapers, trade publications,
internet, observations etc.
It is systematic collection & analysis of
publically available information about the
competitors & trends in marketing environment.
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MARKETING INFORAMTION SYSTEM
18EXTERNAL DATA RECORDS
1.Government data (census data, income ,expenditure
statistics)
2.Commercial data (e.g. Panel data, Store audits)
3.Social statistics
4.Overseas trade statistics
5.Business monitors(production, services series)
6.Household expenditure
7.Economic surveys
8.International sources
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MARKETING INFORAMTION SYSTEM
19 Marketing Research:
Systematic design, collection , analysis &
reporting of data relevant to a specific marketing
situation.
Organizations engage in marketing research for
two reasons:
(1) to identify marketing problems
(2) to solve marketing problems
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MARKETING INFORAMTION SYSTEM
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Define the problem & research
objectives
Develop the research plan for collecting information
Implementing the research
plan, collecting & analyzing the
data
Implementing &
reporting the findings
Steps of Market Research
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MARKETING INFORAMTION SYSTEM
21 Marketing Decision Support System(DSS):
Tools to help marketing managers to analyze data & take quick decisions.
Usually a computer or data stores.
to retrieve information useful in making semi structured and unstructured decisions.
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MARKETING INFORAMTION SYSTEM
22 Typical DSS includes following models and tools for:
o Sensitivity Analysiso What-If Analysiso Goal settingo Exception reportingo Time series sales modelo Forecasting Modelso Simulation Modelso Linear programmingo ANOVA(analysis of variance)
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MARKETING INFORAMTION SYSTEM
23 Data collection techniques:
Contact method:mailtelephoneinterview (feedback)online review
Sampling plan:Sampling unit(which people)Sampling size(number of people)Sampling procedure(method of choosing)
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MARKETING INFORAMTION SYSTEM
24 Data collection techniques:
Research Approach:observationsurveyexperiment
Research Instrument:questionnairestrackingmechanical(people meter, check out
scanner)
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MARKETING INFORAMTION SYSTEM
25 Importance of Market Information System
• Anticipation of customers.• Systematic approach.• Economic indication.• Technology development.• Market planning.• Understanding the consumers.• Improving the efficiency.• Recognize trends & changes.• Strengthen buyer/supplier relation.
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MARKETING INFORAMTION SYSTEM
26 Nature and Scope of MIS
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MARKETING INFORAMTION SYSTEM
27Benefited organizations:
PepsiCo
Walmart
Microsoft
Bajaj and many more.
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MARKETING INFORAMTION SYSTEM
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It is becoming increasingly important for marketing management to have up-to-date information to carry out its tasks.
Marketing is becoming increasingly proactive & must seek to identify changes and trends in the macro-environment and then translate these into action plans.
Thus MIS serves best to its purpose and therefore turns organization profitable.
Conclusion
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MARKETING INFORAMTION SYSTEM
29 References:
1. The Role of Marketing Information System on Decision Making "An Applied study on Royal Jordanian Air Lines (RJA)" International Journal of Business and Social Science Vol. 2 No. 3 [Special Issue - January 2011]
2. MARKETING INFORMATION SYSTEMS: AN EMERGING VIEW (Working paper: ALFRED P. SLOAN SCHOOL OF MANAGEMENT
David B. Montgomery & Y Glen L. Urban)
3. http://ebooks.narotama.ac.id/files/Essentials of Marketing Management/Chapter 12 Marketing Information Systems And Research.pdf
4. http://www.headscratchingnotes.net/2011/10/marketing-information-systems-mis/