2. 2 Marketing information system(MkIS) A computerized system that provides an organized flow of information to enable & support the marketing activities of an organization.
3. Functional components of MkIS 3 User interface System support Application software Marketing databases
4. Assessing marketing information needs 4 MARKETING MANAGERS & OTHER INFORMATION USERS Analysis Planning Implementation Organization Control Marketing information system Developing needed information Assessing information needs Distributing & using info. Internal databases Information analysis Marketing intelligence Marketing research MARKETING ENVIRONMENT competitors publics Macro environment forces Target markets Marketing channels
5. Internal data Internal databases are electronic collections of consumer & market info. Obtained from data sources within the company network, including accounting , marketing, customer service,& sales departments. Marketing intelligence marketing intelligence is the systematic collection &analysis of publicly available information about competitors & developments in the market place. 5
6. Marketing research marketing research is the systematic design, collection, analysis, & reporting of data relevant to a specific marketing situation facing an organization 6
