Marketing Information System
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
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