The document discusses marketing information systems and their components. It defines a marketing information system as a computer-based system that works with other functional systems to support problem solving for marketing managers. The key components are input subsystems like accounting, marketing research, and intelligence systems; and output subsystems that provide information about products, place, promotion, price, and integrated marketing mixes. The marketing information system aims to gather and process various types of internal, external, and competitor data to support marketing decisions.
3. Marketing was the first functional area to exhibit an interest in MIS.
The MKIS consists of three input subsystems:
1. AIS
2. Marketing Research
3. Marketing Intelligence
Four ingredients of the marketing mix
1. Product
2. Place
3. Promotion
4. Price
Introduction
4. All types of organizations have these functions:
1. Marketing
2. Finance
3. Human Resources
4. Information Services
Others are stand-alone
1. Manufacturing
2. Engineering
3. Research and Development
Functional Organization Structure
5. Functional Information Systems
Marketing
Information System
Marketing
Function
Manufacturing
Informationg
System
Manufacturing
Function
Financial
Information System
Finance
Function
Human Resource
Information System
Human
Resources
Function
Information
Resources
Information System
Information
Services
Function
The conceptual systems are mirror images of the
physical systems they represent.
6. Narrow term:
Marketing includes selling and advertising
Broader term:
Marketing consists of individual and organizational activities that
facilitate and expedite satisfying exchange relationships in a dynamic
environment through the creation, distribution, promotin and pricing
of goods services and ideas.
Marketing Principles
7. Marketing strategies consist of a mixture of ingredients called the
Marketing mix:
1. Product
Product is what the cutomer buys to satisfy a perceived want or need.
2. Promotion
Promotion is concerned with all the means of encouraging the sale of a product.
3. Place
Place deals with the means of physically distributing the product to the customer
through a channel of distibution
4. Price
Price consists of all the elements relating to what the customer pays for the product
Marketing Mix
8. 1966 – Prof. Philip Kotler of Northwestern University used the term
marketing nerve center to describe a new unit marketing to gather
and process marketing information
He identified the three types of marketing information:
1. Marketing intelligence – information that flows into the firm from
the environment
2. Internal Marketing Information – information that is gathered
within the firm
3. Marketing Communications – information that flows from the
firm outward to the environment
Evolution of the MKIS Concept
10. Marketing Information System
- A computer-based system that works in conjunction with other
functional information systems to support the firm’s management
in solving problems that relate to marketing the firm’s products
Two key points in the definition
1. All of the functional systems msut work together
2. Problem Solving support is not limited to marketing managers
MKIS Definition
11. Marketing Information System Model
Database
Accounting
Information
System
Marketing
Research
Subsystem
Marketing
Intelligence
Subsystem
INPUT SUBSYSTEMS OUTPUT SUBSYSTEMS
Product
Subsystem
Place
Subsystem
Promotion
Subsystem
Integrated-mix
subsystem
Users
12. Output Subsystems
1. Product subsystem
provides information about the firm’s products
2. Place subsystem
provides information about the firm’s distribution network
3. Promotion subsystem
provides information about the firm’s advertising and personal selling activities
4. Price subsystem
helps the manager make pricing decisions
5. Integrated-mix subsystem
enables the manager to develop strategies that consider the combined effects of
the ingredients
13. 1. Accounting Information System
- Data for Preparation of Periodic Reports
- Data for Preparation of Special Reports
- Data for Mathematical Models and Knowledge Based Systems
2. Marketing Research Subsystem
This is used to gather any type of information but most activity aimed a customers and
prospects. Two types of data are gathered: Primary and Secondary Data.
3. Marketing Intelligence Subsystem
Gathers competitor’s data.
Marketing Intelligence refers to the wide range of ethical activities that may be used
to gather information about competitors.
Input Subsystems
