Marketing Information System MIS Meaning MIS is an

Marketing Information System (MIS)

Meaning. . MIS is an organized set of procedures, information handling, routines and reporting techniques designed to provide information required for making marketing decision. People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers.

Need. . Knowledge of consumer demand Growing complexity of marketing Changing economic parameters Changing competitive conditions Development of science and technology Fast growing consumerism

Element of good MIS It is a unified and centralized system It is a decision supporting system It is compatible with the organization It is economical It is need base and use oriented It is fast in communication It is future oriented

Analysis Marketing Managers Planning Implementation Organization Control Marketing Information System Developing needed information Assessing information needs Target Market Internal databases Information analysis Marketing intelligence Marketing Research Marketing Environment Marketing channels Competitors Distribution information Publics Macro Env. forces

Assessing Information needs What really needed? What is feasible to offer? Time? etc

Developing Information: Internal databases: computerized collections of information obtained from data sources within the company. Eg. Financial dept. : records of sales, cost, cash flow etc. ü Manufacturing dept. : production schedules, shipment, inventories ü Sales dept. : reports on reseller reactions and competitor activities ü Marketing dept. : customer demographics, buyers behaviour ü Customer service dept. : details about customer satisfaction, their problems etc

Developing Information: Marketing Intelligence It is the systematic collection and analysis of publicly available information about competitors and development in the marketing environment

Developing Information: Marketing Research The systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization.

Developing Information: Information Analysis Information gathered by the company`s marketing intelligence and marketing research systems often requires more analysis and sometimes managers may need more help to apply the information to their marketing problems and decisions. This may include advanced statistical tools

Distributing Information Right time to right person….