Marketing Information System

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Marketing Information System
Management devoted most of its attention to managing money,
materials, machines, and men. Less attention to the fifth critical resource of the firm: information.
How can management learn about:
Changing customer wants
New competitor initiatives
New modes of distribution, and so on?
The answer is clear:
Management must develop and maintain a marketing
information system and have the skills of carrying out sound marketing research.

Marketing Information
Some firms have developed marketing information systems
that provide management with rapid and incredible detail about buyer wants, preferences, and behavior.
For example, the Coca-Cola Company knows that we put 3.2
ice cubes in a glass, see 69 of its commercials every year, and prefer cans to pop out of vending machines at a temperature of 35 degrees.
Kimberly-Clark, which makes Kleenex, has calculated that the average person blows his or her nose 256 times a year.

Marketing Information System
“A marketing information system (MIS) consists of people,
equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to
marketing decision makers.”

Marketing Information System
What are the components of a modern marketing information
system?
What are useful internal records?
What is involved in a marketing intelligence system?

The Components of a Modern Marketing
Information System
Internal record System
Marketing Intelligence System
Marketing Research System
Marketing Decision Support System

Internal Records
Order-to-Payment Cycle
Sales Information System
Databases, Warehousing, Data mining
Marketing Intelligence System

The Marketing Intelligence System
“A Marketing Intelligence System is a set of procedures and sources used by managers to obtain everyday information
about developments in the marketing environment.”

Steps to Improve Marketing Intelligence
Train...
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