The document discusses Marketing Information Systems (MKIS). It defines MKIS as a management information system designed to support marketing decision making. MKIS gathers, analyzes, and distributes timely and accurate information from internal and external sources to marketing managers. The sources of information for MKIS include sales analysis, cost analysis, and financial records. The key components of MKIS are the internal report system, marketing intelligence system, marketing decision support system, and marketing research system. MKIS is important as it allows companies to anticipate customer demand, take a systematic approach, analyze economic indicators and competition, understand technology development and consumers, and assist with marketing planning.
2. MARKETING INFORMATION SYSTEM
It is a management information system designed to
support marketing decision making
MKIS is defined as “people, equipment and
procedures to gather, sort, analyze, evaluate and
distribute timely and accurate information to
marketing decision makers”
3. MARKETING INFORMATION SYSTEM
External data
Marketing Marketing Marketing
Research Information Managers
division system Division
Internal data
Requested
information
4. WHY IS MKIS NEEDED
Marketing
Environment
Why
Information Competition
Customer Is
Needs Needed
Strategic
Planning
5. SOURCES OF MKIS
The MIS information inputs come from different sources,
viz., both within and outside firms . Some of the
information sources are:
Sales Analysis- The marketing information system
retrieves sales information and put them in usable and
disaggregated form.
Cost Analysis-The cost analysis is possible with the
effective accounting system. The classification and
analysis of the cost of production, cost of distribution
and selling may provide adequate information for the
management purposes .
6. Financial Records- The financial records &
publications may provide adequate opportunities
for management of sales & marketing activities
.Many companies prepare periodical final statement
to observe the balance of each item of financial
records.
7. COMPONENTS OF MKIS
Internal report system
Marketing intelligence system
Marketing decision support system
Marketing research system
8. MARKETING RESEARCH PROCESS
Defining the
problem and
research objectives
Developing
research plan for
collecting
information
Implementing the
research plan-
collecting and
analysing the data
Interpreting and
reporting the
findings
9. IMPORTANCE OF MKIS
Anticipation Of Customer Demand
Systematic Approach
Economic indicator
Significance of Analysing Competition
Development of Technology
Understanding the Consumer
Marketing Planning