This document discusses the key elements of a marketing information system, including transaction processing data, marketing research data, marketing intelligence data, external environment data, and strategic plans. It also outlines the main components of marketing decisions - product planning, place planning, promotion, price, budget allocation, and sales forecasting. The marketing information system works with other functional systems to support problem solving related to marketing a firm's products.
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Marketing information system
1.
2. *
*A marketing information system can be
defined as a computer based system that’
works in conjunction with other functional
information system to support the firms
management in solving problem that relate to
marketing the firm s products . Two elements
in the definition make key points . First all of
the functional information system must work
together ,and second ,the problem solving
support is not limited to marketing managers.
3. *
Transaction processing data : transaction
processing data shows the sales that results from
specific mixes of the four PS . Thus they provide
feedback on the effectiveness of past marketing
strategies . They are also useful for appraising
performance and controlling marketing
expenditures .
Marketing research data : it means the marketing
are responsible for gathering consumer related data
that can be used to support marketing decision (for
eg personal interviews ,phone interviews , & mail
surveys)
4. Marketing intelligence data : it means refers to
information about the strategies of competitors . The term
“intelligence” is a carryover from military ,which uses the
term to describe data gathered about enemy activities .
External environment data : in marketing success is largely
attributable to what will happens in future external
environment .
Strategic plan : the strategic plan is really the starting point
of all marketing decision . It contains the type of products
that the firm plans to supply to the consumer marketplace .
These broad guidelines define the direction of the marketing
effort .
5. *
product planning :it means often complicated
, unstructured decision . A number of factors
contributes to a products success or failure .
Complicating these product planning decision are the
facts that the choice of consumers constantly change
& that competitors always develop new products .
Place planning: place planning refers to the
channels of distribution that a firm uses to get its
products to the consumer . The resources flowing
through a channel includes a supplier , manufacture
,wholesales ,retailer ,& consumer . The material flow
originates with the supplier & ends with the consumer.
6. Promotion :promotion is composed of two principal areas
:personal selling & advertising . Technology is vital to the
selling effort in several ways : (a)tying in customer &
suppliers ;(b) increasing selling time ;(c) increasing
effectiveness of the client site;(d)identifying selling
opportunities ; & (e)making salespeople more efficient .
Price :depending on the firms pricing policies, the price
area can run close to promotion in terms of decision support
difficulty . Some firms engage in cost based pricing by
determining their costs & then adding a desired markup . This
approach is a rather cautious one . A less cautious pricing
policy is demand based pricing , which establishes a price
compatible with the value that the consumer places on the
product .
7. budget allocation : two other important decision
making areas , in addition to four Ps are allocating
of the marketing budget & sales forecasting .
Marketing does not have an unlimited source of
funds .
Sales forecast : the sales forecast reflects
estimates by the marketing personnel on future
product sales . Since it is the main source of firms
revenue sales forecast is an important part of the
financial plan many technology tools are also used
in sales forecasting