Mis PDF

Project Report on Marketing Information System
MARKET
The term market refers to group of consumers who are interested in the
product, have the resources to purchase it and it is permitted by law to
purchase the product. The market definition begins with the total
population and progressively narrows downwards.
1. Potential market: Those people in total population who have interest in

acquiring in the product.
2. Available market: Those in potential market who have enough money to buy the
product.
3. Qualified available market: Those in available market who are legally
permitted to buy the product.
4. Target market: The segment of qualified available market to whom the firm has
decided to serve.
5. Penetrated market: Those people in target market who actually purchase the
product.
The size of market is not necessarily fixed. For eg: the size of available
market for a product can be increased or decreased by decreasing the
products price.
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MARKETING
Marketing is the management process responsible for identifying ,
anticipating and satisfying customer requirements profitably.
The marketing process can be modelled into a sequence of steps:
1. Situation analysis: A thorough analysis of the situation in which the firm finds it
serves as the base for identifying opportunities to satisfy unfulfilled customer needs.
In addition to this, firm must understand its capabilities and the environment in which
it is working.
2. Marketing strategy: Once the best opportunity to identify customer needs is

identified, a strategic plan for pursuing the opportunity can be developed. Market
research will provide specific information that will permit the firm to select the target
market segment and optimally position the offering within that segment.
3. Marketing Mix decisions: detailed tactical decisions are made for controllable
parameters of marketing mix. The action items include:
product development,
pricing decisions,
distribution contracts ,
promotional campaign development
1. Implementation and control : Given few market environments are static, the
results of marketing effort should be monitored closely . as the market changes,
marketing mix can be adjusted accordingly. Often small changes in customer wants
can be addressed by changing the advertising message.
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INFORMATION
The information serves a vital role in Marketing Information System. It

serves the following purposes:
1. Gain a competitive edge
2. Reduce financial risks
3. Determine consumer attitudes
4. Monitor the environment
5. Coordinate strategy
6. Measure performance
7. Improve advertising credibility
8. Gain support for decisions
9. Verify intuition
10. Improve effectiveness
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MARKETING INFORMATION
SYSTEM
A system that analyzes and assesses marketing information, gathered

continuously from sources inside and outside an organization and helps
the decision makers to improve their marketing planning,
implementation, and control.
There are many different factors collected and analyzed by MKIS, such as:
Production, distribution and delivery costs
Profit vs. costs (ROI)
Effectiveness of advertising/special offers/discounts
Target market penetration
Market share
Competitive information
Financial indicators
Demographic data
Other additional factors
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ACTIVITIES OF MARKETING
INFROMATION SYSTEM (MKIS)
The various activities of MKIS are:
1. Strategic planning-It is concerned with deciding on the

objectives, resources and policies of the organisation. This level of
decision making is predicting the future of the organisation and its
environment.
2. Management control-Such decisions are concerned with how

efficiently and effectively resources are utilised and how well
operational units are performing.
3. Transaction processing-This includes sales orders,

quotations for product sales etc.
4. Operational control-Determining which units or individuals in

the organisation will carry out the task, establishing criteria of
completion and resource utilisation, evaluating outputs.
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FUNCTIONS OF MARKETING
INFORMATION SYSTEM
The various functions of Marketing Information System are:
1. The marketing identification function: The determination of potential buyers

and their characteristics is vital in order to satisfy their needs and desires. This enables
the marketer to know :
where the buyers are located
when do they buy
how frequently do they buy
in what quantity do they buy
2. The purchase motivation function: An assessment of

various social, economic and psychological forces which influence the
purchase behavior of the market is made.
3. The product adjustment function: This function includes all

such activities which are necessary to match the product/services
offerings with the market.
4. The physical distribution function: The actual movement of

goods from the points of production to the points of consumption is
considered in this function.
5. The communication function: This function includes decisions

on advertising, personal selling, sales promotion, publicity, packaging
issues etc.
6. The transaction function: It includes all such activities which

are needed to facilitate the transfer of title of ownership of goods/services
between the parties in a transaction.
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7. The post transaction function: In this function, feedback

about the performance of the product/service is obtained from the
customer, so that customer satisfaction can be ensured.
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WORKING MECHANISM OF
MARKETING INFORMATION
SYSTEM
Like any other Information System, Marketing Information System gathers
data from internal and external sources of market, then processes it and
generates meaningful output for marketing managers to assist them in
various decision making process.
Marketing information system can be viewed as a combination of two

subsystems:-
Input Subsystem
Output Subsystems
Input Subsystem: The input subsystems gather data from both

environment and firms operations and enter them into the databases.
Output Subsystem: The output subsystems process the data

available on the databases to produce desired information for marketing
managers.
Processing
Output
Input
COMPONENT OF MARKETING INFORMATION

SYSTEM
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SOURCE OF DATA FOR INPUT

In Marketing Information System, We gather data from Marketing
Environment.
What is Marketing Environment?

Marketing Environment consists of certain factors that influence the
marketing related decisions in the company or concerned firm.
Major Factors are:

Political-Legal Factors
Technological Factors
Economic Factors
Social Factors
Factors in Layman Terms:
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Current Economy
Latest Laws and Policies enforced
Current Technology in use
Customer Reviews
Competitors
Distributors
Suppliers
PROCESSING OF DATA
In order to process the data gathered from Marketing Environment, the
data goes through various subsystems into the Marketing Information
System so that meaningful and useful information can be developed for
various marketing managers.
Subsystems:
Internal Reporting System
Marketing Research System
Marketing Intelligence System
Marketing Models
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INTERNAL REPORTING SYSTEM: Collection of information within

the company.
Data Sources: Reports on sales call, expenses, orders, order status,

account (customer) status, and sales forecast etc.
MARKETING INTELLIGENCE SYSTEM: It is the Collection and

Analysis of publically available information within the marketing
environment.
Data Source: Employees, suppliers, customers, competitors and

distributors
MARKETING RESEARCH SYSTEM: It is the process of

Gathering, Analyzing, Designing and Reporting of Data about the
situation.
Data Source: Market Survey, Questionnaires, Personal interviews,

Existing Study, etc.
MARKETING MODELS: These are the statistical or mathematical

tools for interpreting information in MKIS.
Tools:
Time Series
Linear Programming
Regression and Correlation
ANOVA
Discounted Cash Flow
Spreadsheets What if Models
LATEST DEVELOPMENT
According to Latest Development in Marketing Information System since
year 2005 and onwards, few more subsystems are added into Marketing
Information System
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Explanation
Subsystem Subsystem use Description
Marketing Information Analysis and external Identifying problems,

System control changes and opportunities in
the external marketing
environment
Marketing Research Analysis Collecting information that is

System relevant to a specific
marketing problem facing by
the company
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Marketing Decision Analysis and Decision Consists of all available data

Support System Making pertinent to marketing
combined with extensive
statistical and modelling
capabilities and aptly
designed user interface for
making improved marketing
decisions.
Marketing Planning Analysis and Planning Managing the whole

System marketing planning process
from analysing marketing
opportunities to planning
marketing tactics.
Marketing Control Internal Control Monitoring of personnel,

System marketing activities and
effectiveness and
performance against plans.
Marketing Report System Internal Control Reporting on sales calls,

expenses, orders, order
status, management reports
etc.
Marketing and Sales Data Gathering and Managing distributors and

Productivity and Support Implementation accounts, tracking leads, co-
System ordinating sales activities,
updating customer
information etc.
DISTRIBUTING INFORMATION
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Information must be distributed to the Right Managers at the Right Time.
STRUCTURED INFORMATION: Distribute Routine Information for

Decision Making in day to- day operations.
Example: Transactional Data, Daily Sales Data, Customer Data etc.
UNSTRUCTURED INFORMATION: Distributes Non-Routine

Information for Special Situation.
Example: Sudden Change in Companys Policy
USE OF MKIS AT MANAGERIAL

LEVELS
At Operational Level:
It tracks down operational data like sales, customer, production
related data.
Customer Feedback is also taken to estimate how much
customer is satisfied with a specific product of the
company.
At Middle Management Level:
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Sales Staff Analysis is done to evaluate how much sales staff has
contributed towards the profit or loss of a particular
product.
Sales Performance Analysis is done to check whether sales has
achieved the benchmark or not.
Market Analysis is done to understand the current market
behaviour or scenario.
At Strategic or Administrative Level:

MkIS helps in monitoring the competitors movements.
It also helps in designing new sales product and services for the
new opportunities.
SOFTWARE DEVELOPMENT LIFE

CYCLE (SDLC)
SYSTEM IDENTIFICATION
OBJECTIVES
Identify whether the request is feasible and valid
Do we need to improve or modify the existing system
Do we need to build altogether a new one
TYPES
1. Preliminary Investigation
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2. Feasibility Study
PRELIMINARY INVESTIGATION: Study existing Marketing Management

System.
How?
Conduct surveys in the open market.

Interviewing the customers.
Questionnaires.
Gather information.
Analyze the information looking for inconsistencies, ambiguities or
unresolved issues.
FEASIBILITY STUDY: Implementation Function
A feasibility study looks at the viability of an idea that attempts to answer one
main question:
Should we proceed with the proposed project idea? Is it a viable

business venture?
Need of Feasibility Study
Identify how, where, and to whom you intend to sell a service or

product.
Give focus to the project and outline alternative.
Identify reasons NOT to proceed.
Enhance the probability of success.
Provide quality information.
Increase investment in the company.
Provides documentation.
Help in securing funding from lending institutions and other
monetary sources.
Types Of Feasibility Study
A feasibility study is conducted at three levels
Operational Feasibility: Will it work?

Technical Feasibility: Can it be built?
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Economic Feasibility: Will it make economic sense if it works

and is built?
Marketing Feasibility: Will it generate PROFITS?
SDLC in MKIS
Operational Feasibility: Measure how people interact with the system.
Questions that help to test operational feasibility:
1. What is the size and growth forecasts of market segment?
2. What are the industry sales and market trends the product is based
on?
3. Are current business methods are acceptable to users?
4. What training will users be given?
Technical Feasibility: Study of function performance and constraints.
Questions that help to test the technical feasibility:
1. What are the target areas where the marketing is to be done?
2. What type of transportation and shipping facilities required for

marketing?
3. What type of media is required for promoting the product?
Economic Feasibility: Profits at less expenditure.
Questions that help to test the economic feasibility:
1. What is the required marketing budget?
2. What is expected rate of return on new product in the market?
3. Will the product be profitable when delivered to customer at target

price?
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4. Will consumers buy the new product
Marketing Feasibility Study
AIM:
1. Make sure there is true market for the product.
2. Estimate the market share of the project.
3. Includes the evaluation, development and full implementation of

marketing plans.
4. Identify, quantify and evaluate opportunities within a market.
POINTS TO BE CONSIDERED ARE:
Description of Industry
Current market analysis
Competition
Anticipated future market potential
Potential buyers and sources of revenue
Sales projection
SYSTEM ANALYSIS:
KEY POINTS IN REPORT:
What is system analysis in marketing terms?
Role of system analysis in marketing.

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Person doing system analysis::THE SYSTEM

ANALYSIST
Activities for system analysis.
System analysis report.
Software requirement specification.
AIM OF THE PRESENTATION WAS TO PRESENT A BRIEF IDEA TO

EXPLAIN THE ROLE OF SYSTEM ANALYSIS IN MARKETING
INFORMATION SYSTEM.
Brief description of presentation:
SYSTEM ANALYSIS IN MARKETING

TERMS:
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The systems-analysis phase is the

specification of what the system needs to
do to meet the requirements of end users.
Gather sufficient information about the
performance of your marketing strategy
using specific statistical data.
ROLE OF SYTEM ANALYSIS IN MARKETiNG:

Systems Analysis Is an Interactive process through which
management and the analyst work to refine and validate explicit
models of those marketing processes which are of concern to the
executive.
Market oriented Systems Analysis focuses on market Processes

rather than existing reports and decisions.
The objective of such analysis is to Model, refine and validate or

reject current management understanding of market interactions
and to relate relevant measures of behavior and response to
management action alternatives.
SYSTEM ANALYST
The system analyst gives a system development project meaning
and direction.
The analyst first task is to prepare a statements specifying the

scope and objective of the problem in this only rough work is
done an accurate study is done in the feasibility study.
Qualities of system analyst
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Training
Experience
Common sense
SYSTEM ANALYSIS PHASE AND VARIOUS ACTIVITIES

INVOLVED IN IT:
The analysis phase answers the questions of who will use the system,
what the system will do, and where and when it will be used. During this
phase, the project team investigates any current system(s), identifies
improvement opportunities, and develops a concept for the new system.
This phase has three steps:
1) ANALYSIS STRATEGY:
An analysis strategy is developed to guide the project teams efforts.
Such a strategy
usually includes an analysis of the current system.
2) REQUIREMENT GATHERING:
The next step is requirements gathering (e.g., through interviews or
questionnaires). The analysis of this informationin conjunction with
input from the project sponsor and many other peopleleads to the
development of a concept for a new system. The system concept is then
used as a basis to develop a set of business analysis models that
describes how the business will operate if the new
system were developed.
3) SYSTEM PROPOSAL:
The analyses, system concept, and models are combined into a document
called the system proposal, which is presented to the project sponsor and
other key decision makers that decide whether the project should
continue to move forward
ANALYSIS REPORT :
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Analysis report is prepared. It is done for review and approval of the

project from the higher management.
ANALYSIS REPORT
PART 1: It should explain how the current system works.
PART 2: It explains the problems in the existing system.
PART 3: It describes the requirements for the new system and

make recommendations for the future.
REQUIREMENT SPECIFICATION
Analysis of data describing the system to determine how well it is
performing, what requirements must be met, and strategies for
fulfilling them. It has three interrelated parts.
1. Analysis of factual data
2. Identification of essential requirements
3. Selection of requirements fulfilment strategies.
SOFTWARE REQUIREMENT SPECIFICATION:

A software requirements specification is a document which is used as a
communication medium between the customer and the supplier. When
the software requirement specification is completed and is accepted by
all parties, the end of the requirements engineering phase has been
reached. This is not to say, that after the acceptance phase, any of the
requirements cannot be changed, but the changes must be tightly
controlled. The software requirement specification should be edited by
both the customer and the supplier, as initially neither has both the
knowledge of what is required (the supplier) and what is feasible (the
customer).
NEED OF SRS
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A software requirements specification has a number of purposes and

contexts in which it is used. This can range from a company publishing a
software requirement specification to companies for competitive
tendering, or a company writing their own software requirement
specification in response to a user requirement document. In the first
case, the author of the document has to write the document in such a
way that it is general enough as to allow a number of different suppliers
to propose solutions, but at the same time containing any constraints
which must be applied. In the second instance, the software requirement
specification is used to capture the users requirements and if any,
highlight any inconsistencies and conflicting requirements and define
system and acceptance testing activities.
Output: SRS
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STRUCTURED ANALYSIS TOOLS

Structured analysis tools are development method for the analysis of existing
manual or automated systems, leading to the development of specifications for
a new or modified system. Structured analysis allow the analyst to learn about a
system or process in a manageable and logical way while providing a basis for
ensuring that details dont get overlooked
Various Structured Analysis Tools Are:-
Data Dictionary
Data Flow Diagram
Structured English
Decision Table
Decision Tree
DATA FLOW DIAGRAM

Data Flow Diagram is a graphical representation of the logical flow of data . It
helps in expressing the systems requirements in a simple and understandable
form. It is also known as Bubble Chart.
DFD Serves The Two Purposes:
To provide an indication of how data are transformed as they move

through system
To depict the functions (sub functions)that transforms the data flow.
Data Flow Diagram Give Answers To Four

Questions
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What Process Make Up A System?

What Data Are Used In Each Process?
What Data Are Stored?
What Data Enter And Leave The System?
CONTEXT LEVEL DIAGRAM OF MARKETING

INFORMATION SYSTEM
The purpose of this is to conceptualize the general sources and sinks of

data.
It contain only one process(process 0) that depict the function of the

entire system in relationship to external entities.
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CONTEXT LEVEL DIAGRAM IS FURTHER DETAILED INTO

VARIOUS LEVELS
In fig. customer make some requirement for the product
And then marketing information process comes
Here marketing information process consists of

three processes:
Marketing identification process(1.0):- maintaining updated

information file about buyers and their characteristics and make out some
strategies
Product adjustment process(2.0):- make some adjustment

according to the changing criteria on psychologies factors, economical and
demands and make out some plan for planning process
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Planning process(3.0): it is further detailed into communication

process, distribution and sales process and customers service process having
data from organizations plan.
Finally product is delivered to customer and feedback is taken to check whether
customers are satisfied or not.
In 1st level DFD, planning process is not clear so

nd
it reqires more details so in 2 level DFD planning is further detailed into three
more processes:
Communication Process
Distribution And Sales Process
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Planning Process
Communication planning process(3.1): It is communication

between buyers and the sellers on advertising, personal selling, sales
promotions, publicity etc.
Distribution and sales process(3.2): The actual movement of

goods from points of production to points of consumptions. It involves decisions
on integration of transportation, warehousing and merchandising economics.
Customers service plan(3.3):- Decisions regarding about

satisfaction of customers by giving benefits like home delivery and some
discount. Feedback is taken from customers after delivering the product
because marketing is not the case of just increasing sales volume but to satisfy
the customerss requirements
DATA DICTIONARY
A data dictionary is a structured repository of data about data. It is a set of
precise and accurate definitions of all DFDs data elements and data structures
ADVANTAGES OF DATA DICTIONARY:-
The most obvious is documentation; it is a valuable reference in any

organization
Improving analyst/user communication by establishing consistent definition of

various elements, terms and procedures
During implementation , it serves as a common base for programmers who are

working on system
Data dictionaries are an integral component of structured analysis. Since DFD

themselves do not fully describe the subject of the investigation. The data
dictionary provides additional information about the system.
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DATA DICTIONARY ON PROCESS 0
PROCESS: Marketing information process
DESCRIPTION: This process consists of sequence of all

process like Marketing identification Process, product
Auditing Process and planning process etc.
INCOMING DATA FLOW: Customers Requirements
OUTGOING DATA FLOW: Product Delivery
LOGICAL SUMMARY:
It describes the marketing information process. This process uses

customers requirements and produces the product.
Purpose: The purpose of this process is to check for the feasibility of product
according to the various changes and then plans are made out for producing
product. The processing logic is summarized.
DATA DICTIONARY ON DATA STORE
DATA STORE: Product Orders File
DESCRIPTION: Includes all the details of all the orders

of customers .
INBOUND FLOW: Marketing Information Process
OUTBOUND FLOW: Marketing Information Process
VOLUME: 1000
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This product order file data store explains that process of production
cant be started until all the details about the product is not given. So this
process checks whether we have sufficient raw materials or other things or not
so we can start our project or not
To complete the definition of this data flow, the

appropriated data structures are listed which includes product-id,product
code,product-unit.
The data store describes data flow to and from the data stores as well as volume
an indication of how busy this process so 1000(daily)
DATA DICTIONARY ON DATA FLOW
DATA FLOW NAME: Product Delivery
DESCRIPTION: Details regarding the delivery of product and carries the

details to customer
FROM PROCESS: Marketing Information Process
TO PROCESS: Customer
DATA STRUCTURES: a) Product Size
b) Volume
c) Price
Here data flow product delivery do the task of delivering the product to the
customers according to the specifications. Products are planned out from
marketing information process and going to customer. It includes the data
structure of elements(product size,volume and price)
DESIGN OF MKIS
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INTRODUCTION
The purpose of the design phase is to plan a solution of the problem specified by
the requirement document. This phase is the first step in moving from problem
domain to the solution domain. The design of a system is perhaps the most
critical factor affecting the quality of the software, and has a major impact on
the later phases, particularly testing and maintenance. The output of this phase
is the design document. This document is similar to a blue print or plan for the
solution, and is used later during implementation, testing and maintenance.
TYPES OF DESIGN
1. Logical Design
A logical design partitions the system into conceptual components and
specifies their behavior. It is important that as much information about the
problem domain be reflected, and that minimal attention be paid to
considerations having to do with performance, platform, or technology choices,
unless these things are constants and known ahead of time, or are key choices
that affect the functional capabilities. The reason is that this postponement
allows choices of platform and technology to be deferred and left for
implementation experts. The important goal of the logical design phase is to
synergize the knowledge of application experts and implementation experts to
produce a logical model of the system which could be implemented and would
work, but perhaps not optimally.
If the system has transactional behavior, transaction partitioning should be

addressed in a logical sense (what are the transactions), but not the
implementation (e.g. whether DBMS locking is to be used, or implemented with
an optimistic policy or checkout). This does not mean that no thought should be
given to such issues; in fact, judgment about the likely technical challenges of
the alternative logical designs is crucial to coming up with a design that can be
built within the projects budget. Pinning down specific implementations is
probably premature, however, since at this point a prototype has not even been
built, and regardless the focus should be on making sure all the applications
functionality is addressed.
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2. Detailed Design
The detailed design phase modifies the logical design and produces a final
detailed design, which includes technology choices, specifies a system
architecture, meets all system goals for performance, and still has all of the
application functionality and behavior specified in the logical design. If a
database is a component of the system, the schema that results from the
detailed design may be radically different in key places from the one developed
in the logical design phase, although an effort should be made to use identical
terminology and not change things that do not need to be changed. The detailed
design process should document all design decisions that require schema
changes, or in general any changes to the logical design, and the reasons for the
change. The project managers challenge will be to again disseminate
understanding of the new design, which is replacing a logical design that had
achieved credibility and consensus. This is the reason why all changes need to
be well documented, so there is a clear migration, and the changes do not seem
radical or arbitrary.
If a features list approach is used, it is easy to separate the project into builds,
and make the detailed design and implementation phases of each build
iterative. The systemss features can be analyzed for dependencies and
resource requirements, and assigned to project builds based on these
dependencies, critical path, and priority. The minimum set of features for a
testable bootstrap system can then be determined. For each build, additional
features are added, and all tests are rerun, resulting in a working system after
each build with increasing functionality and reliability. During each build, a
detailed design of each feature can be performed, identifying the packages and
classes affected, and with roughcut and then detailed updates to the
specifications being produced, possibly in an iterative manner, and finally actual
implementation in code. I have seen this technique work extremely successfully
on many compiler and other projects with which I have been involved, and it is
directly applicable to all kinds of systems.
System Design consist of three activities
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1. User Interface Design
Focuses on designing the interaction between end user and marketing

information system.
Produces detailed specification for marketing information system so that
it becomes easy for the user to interact with the system such as :
(a) Display screens
(b) Interactive user/computer dialogues
(c) Audio responses
(d) Forms
(e) Documents and reports.
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2. Data Design
It focuses on the design of the logical structure of databases and file to be
used by a marketing information system. Data design frequently produces a
data dictionary, which catalogs detailed description of:
(a) The attributes .

(b) The relationships.
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(c) The specific data elements

(d) Database,files,records are maintained of consumer, salesman.
(e) The integrity rules.
3. Process Design
Activities involved in determining the workflows and
implementations requirements for a particular process
Different process files will be designed to hold the coding for
different processes
Process design, whether designing a new process or modernizing
an existing process, require knowledge of the process equipments.
Design Methods
A design methodology is a systematic approach to creating a design by
application of set of techniques and guidelines. Most methodologies focus
on system design.
Problem Partitioning:-Based on the principle of Divide And
Conquer'. the whole problem is divided into small manageable parts
to be solved separately.
Structured Design:-produce a structure where the modules have
minimum dependence on each other and high level of cohesion.
Top Down design:-A system may be termed as a hierarchy of sub
systems, the highest level sub system corresponding to the total
system.
Design verification
Like every other phase, the design phase ends with verification of the
design. If the design is not specified in some executable language, the
verification has to be done by evaluating the design documents. One way
of doing this is thorough reviews. Typically, at least two design reviews
are held-one for the system design and one for the detailed and one for
the detailed design.
Coding
For MKIS ,we have implemented two very small projects:-
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Online Advertisement System

First We discuss how our Online Advertisement System works.
As we see above , First we created a advertisement data form into which

we fill new advertisement details . Then this Data Form is connected to
our Blogging account and all the advertisement details will be posted
there. The Blogging account is further connected to the Google SMS
Channel. We have a created a SMS Channel for our advertisements.
Once we have got the mobile numbers of all the customers we can put
them into our SMS channel list and the advertisement will be sent to all of
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them through SMS. A customer can also subscribe to our Channel or

unsubscribe it.
In the New Advertisement Data Form , we will fill the title of the new
advertisement and the details of the data form. The clicking Post button
the form will we connected to the Bogging Account and the whole
advertisement data will be posted there.
Customer can go for the following options.
1.Customer can Enable/Disable the Adevertisements by sending the

following messege to 9870807070.
On <Channel Name>
Off <Channel Name>
2.Customer Can Search any channel by sending the following messege to

9870807070.
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Search <Channel Name>
3.For subscription use.
Subscribe <Channel Name>
And send it to 9870807070.
Customer Record System

In Customer Record System , we can add new Customer data and also
display all the customers data.
The above picture shows the flow of activities in the customer record
system. For the customer there are two choices :->1. Add New Customer
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2.Display All data. And according to the choice the appropriate action will
be tak en.
As you see in the data form , to add new customer we fill the Customer
Number, Name ,Mobile Number and Address of the customer. After that
all the details are added to the database.
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We the customer select the second choice the all customer data will be
shown on the
Form given above.
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TESTING:
Does the software behave as
specified?
Why we do Testing?
An error free information system gives marketing managers
accurate, timely and relevant information.
An error free information system is a basis for decision making in

specific responsibility areas of marketing management.
After system development, generally firms conduct system testing,

to verify and validate the system.
To assess whether the system meets the technical and

commercial objectives at various levels in order to ascertain
the system acceptability.
To make sure that the system developed is according to the

specifications.
Identifies defects, flaws, or errors in the system that must be

fixed.
V-Model of Testing in MKIS
System testing is too important to leave to the end of the project,

so the V-Model of testing in Marketing Information System
incorporates testing into the entire system development
cycle.
It illustrates that,
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Testing can and should start at the very beginning of the

System development.
How each subsequent phase should verify and validate

work done in the previous phase
Types of Tests
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The V-Model of testing in marketing information System identifies four

testing phases, each with a certain type of test associated with it.
Unit Testing
Also known as Module Testing or Component Testing.
Individual modules and components are tested, ensuring that

they function properly.
Done by the developers and not by end-users.
Errors which are uncovered:-

Incorrect comparison.
Incorrect or nonexistent loop termination.
Incorrect arithmetic operations.
Entry Criteria:
System Requirements are at least 80% complete and have been approved to-
date.
Technical Design has been finalized and approved.
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Code development for the module is complete.
Exit Criteria:
No major or critical defects prevents any modules from moving to Integration
Testing.
Project Manager Approval has been received
Integration Testing
Tests all the components and modules that are integrated to

form a sub-system.
Tests the interaction with between the modules.
When a defect is discovered, only those tests with a connection

to the defect must be rerun.
Two basic strategies:

Top-down Integration.
Bottom up Integration.
Entry Criteria:
Unit testing has been completed and signed off.
Exit Criteria:
All sub-systems meet the desired functionality and
performance requirements.
Outstanding defects have been identified, documented, and

presented to the business sponsor.
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System Testing
Testing the system as a whole.
Evaluates the system's compliance with its specified

requirements.
Checks for unexpected interaction between the units and

modules.
When a defect is discovered, previously executed system tests

must be rerun after the repair is made.
Requires many test runs, because it entails feature by feature

validation of behavior using a wide range of both normal and
erroneous test inputs and
Load
Stress Recovery System
Performanc
facto
testin Security
testing e Testing
r g testing testing
Entry Criteria:
Integration Testing for each sub-
system has been completed and
approved.
Exit Criteria:
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Application meets all documented functional requirements.
No known critical defects prevent moving to the User acceptance
Testing.
All appropriate parties have approved the completed tests.
User Acceptance Testing

Final stage in the testing process before system is accepted for
operational use.
Reveal requirement problems where system facilities do not

really meet the users needs or system performance.
Alpha Testing:
Done if the system is made for a single customer.
Testing the system with data supplied by the client.
Continues until the system developer and the client agrees

that the delivered system is acceptable.
Beta Testing:
When a system is to be marketed as a software product.
It involves delivering a system to potential customers.
They report problems to the system developers.
After the feedback, the system is modified and either released for
further beta testing or for general sale.
Entry Criteria:
Business requirements have been met.
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Security requirements have been documented and necessary

user access obtained.
Exit Criteria:
UAT has been completed and approved by the user community.
Change Control Management is managing requested modifications

and enhancements.
Business sponsor agrees that known defects do not impact a

production release.
Production Verification Testing
Final opportunity to determine if the system is ready for

release.
Purpose is for a period of time simulates real business activity.
As a sort of full dress rehearsal, it should identify anomalies or

unexpected changes to existing processes.
Mock production runs will verify that the existing business

process flows, interfaces, and batch processes continue to run
correctly.
Entry Criteria:
Known defects have been documented.
Migration package documentation has been completed,

reviewed, and approved by the production systems manager.
Exit Criteria:
Installation testing has been performed and documented and the
results have been signed off.
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Mock testing has been documented, reviewed, and approved by

managers.
All tests show that the application will not adversely affect the
production environment.
System testing is a critical element in the software development.
Saves time and money by identifying problems early.
Improve customer satisfaction by delivering a more defect-free

product.
SYSTEM MAINTENANCE
Once a system is fully implemented and being operated by end users,
the maintenance function begins. System maintenance is the
monitoring, evaluating and modifying of operational information
system to make desirable or necessary improvements. Regardless of
how well designed, constructed and tested a system or application
may be, there may be any need in order to conducting System
Maintenance
REASONS TO CONDUCT SYSTEM MAINTENANCE
Changing needs of dynamic and competitive market.

Negative feedback provided by the evaluation process.
Maintaining the marketing information system at the highest
level of effectiveness and efficiency.
Removing existing errors in the information system.
.
FUNDAMENTAL OBJECTIVES OF
SYSTEM MAINTENANCE
1. To make predictable changes to existing programs to correct errors
that were made during system design or implementation.
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2. To preserve those aspects of the program that were correct and to

avoid the possibility that fixes to programs cause other aspects of
those programs to behave differently.
3. To avoid as much as possible degradation of system performance.

Poor system maintenance can gradually erode system throughput
and response time.
SYSTEM MAINTENANCE TASKS

Validating the Problem
Benchmark Program
Study and debug the program
Test the program
Validating the Problem

The first task of the system analyst or the programmer is to validate
the problem. Working with the users, the team should attempt to
validate the problem by reproducing it.
There could be following possible effects of bug:
1. One possible output is an unsubstantiated bug(means we r not sure

dat it is a bug).
2. In some cases the analyst confirms the error but recognizes it as a

simple misuse or mistaken use of the program.
Benchmark Program
This task can be performed by either system analyst and/or
programmer. Users should also participate to ensure that the test is
conducted as closely as possible under some circumstances that simulate
a normal working environment.
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Study and debug the program

The programmer response to bug-fix requirements that establish
the exception for fixing the problem. The programmer debugs
(edits) a copy of the problem program.
Changes are not made in the production program. The result is

corrected version of the program.(deleivery of softwares new
version)
The purpose of program studies is to gain insight into how program

works and doesnt works. Program studies can also lead to better
estimates of the time and resources that will be required to fix the
error.
Test the program

A candidate release of the program must be tested before it can be
placed into operation as the next new version of the production program.
The following tests are essential :
1. Unit testing ensure that the stand-alone program fixes the bug
without undesirable side effect to the program.
2. System testing ensures that entire application, of which the

modified program was a part , still works.
3. Regression testing extrapolates the impact of the changes on

program .
CASE STUDY:
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Market Information System boosts

incomes of Ukraines small
& medium sized growers
ABSTRACT:
The Market Information System (MIS) created by the

Agricultural Marketing Project (AMP) jointly with its Ukrainian
subcontractor APK-Inform helped boost sales and profits of
small and medium sized growers, and attracted significant
investments. It resulted in about $20 in additional benefits to
farmers for each $ spent and became self-sufficient in 3 years
from its launch.
Based on the market information received through the
numerous contacts with market players as well as official
statistics, AMP analysts have created a flow of analytical
information, making horticultural market of the country more
transparent and predictable. It, in turn, has led to the
increased amount of investments into the industry, helped
create additional production, trade and processing
opportunities, create new jobs and increase incomes of rural
population.
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Problem statement:
When the AMP team started working in Ukraine in 2003, it determined

that further development of the horticultural sector of Ukraines
agribusiness sector, which was based on many small and medium sized
growers provided nearly 35% of all revenues to rural inhabitants, was
hampered by the lack of market infrastructure. Growers did not know
where and how to sell fruits & vegetables and consumers paid relatively
high prices for these products due to a large number of very small
intermediaries and completely chaotic marketing and complete lack of
market transparency.
The AMP team only had 3 years to resolve this problem and the quickest
way to do it, according to AMP professionals was to develop a system,
which would allow all market players to receive easy and fast access, to
information about market prices in various regions of Ukraine; buyers and
sellers of key products and their offers & bids, market news, market
reports and market forecasts. Lack of widely recognized standards for the
fruits & vegetables was another significant challenge as the fruits &
vegetables have a great variability of sizes, colors, shapes, varieties, etc.
Yes another problem we faced was a large number of different types of
fruits & vegetables, which we had to monitor, as this sector of
agribusiness has a significant number of products, all of which are very
important. As we proceeded with our idea, we discovered several other
problems on our way. To understand the markets our analysts had to
consider the interests of many market participants, including different
types of growers, processors, wholesale traders, input and equipment
suppliers, retail chains, etc. On the other hand we realized that if we
succeed in helping this industry become more efficient, we would be able
to help create many new job and improve incomes of people involved in
these industries as well as living standards of rural population overall.
From the very first steps of creating our own MIS, we thought about its
sustainability. This was a great tool by itself as it guided us in our
decisions, helping choose only options that would generate a real interest
54 | P a g e
of our clients. If we created something people were ready to pay money

for, it meant that this was a really useful thing for them.
Creating MIS step by step
The AMP started creating the MIS from several brainstorming sessions,
where they discussed whats really essential to know about the markets
to be successful based on the opinion of various market players. Pooling it
all together, they have discovered that most market players had many
things in common. Since they had 8 offices and they planned to create a
web-portal, they needed a modern on-line database that would allow
many people to access it at the same time. Thus, the system chose
Oracle to create the database and our subcontractors programmers did
all of the work based on our vision of what this system should be able to
do. The database allowed us to track the markets and also monitor overall
Projects activities. It is also true that we have been improving the
database ever since we created it.
They trained the Project Staff to use it and explained why it is important
to keep all of the contacts in this common database. The first few months
the system spent in meetings with clients, searching for industry contacts
and entering them into the database. Since we had all the database
statistics online, it was easy to see the progress of contacts collection and
determine who of the employees needed additional help with this
process.
In the meanwhile they polled many clients to determine their problems
and this information helped us develop efficient ways to resolve them.
First of all, complete lack of information about market prices and trends
motivated them to start market monitoring. They started monitoring retail
markets in most regions of Ukraine by sending the enumerators there or
55 | P a g e
collecting price information from the markets administrations over the

phone.
During the numerous meetings with farmers we explained them the
intentions and convinced them to purchase cell phones. They explained
that otherwise they would not be able to improve sales of their produce
because buyers will have no way of reaching them. After the wave of the
seminars most farmers did buy mobile phones as they were becoming
really inexpensive. At that point they started collecting weekly farm-gate
prices for the key products from farmers included in the database via the
phone. To motivate farmers provide this information we gave them free of
charge advertising in our publications and web-site as we placed products
they wanted to sell in the offers & bids section. Farmers were happy to
provide the information and, in most cases, they determined offer price
when talking to the MI specialists, who also provided consultation and
advise. All of the valuable comments provided by farmers were included
in special internal section of the database.
At this point in time we have received many phone calls from potential
buyers (processors, traders and supermarket chains) who wanted to find
suppliers of fruits & vegetables. They shared their market information
with us and we, in exchange, provided them with the free advertisement
as well and provided contacts of farmers who had products of their
interest for sale. Farmers who previously had very few opportunities to
sell suddenly started getting several phone calls per day, were able to
look evaluate various options, had a possibility to call and consult with us
and thus, have been able to sell their produce quickly and the highest
price offered. After many years of receiving no attention from the
government or anybody else, farmers really appreciated the support they
were getting from us.
There were many things they did simultaneously at this point: they
created a webportal, started publishing weekly magazine and sending it
to all market players who expressed their interest and we continued to
build and improve the database and train the clients. Once the farmers
got their first weekly magazines, we came around and explained how to
use them. Usually we did 5-6 hour trainings for 20-40 farmers were they
were able to try all of the options available. Most active farmers who
came to such seminars later on transferred the knowledge they gained to
their colleagues. When our MI specialists talked to a client, they entered
information directly into the on-line database linked directly to a web-
56 | P a g e
portal. Many clients received phone calls from potential buyers or

suppliers few minutes after their conversations with the MI specialists, as
offers & bids appeared on-line on the web-portal as they spoke.
From the very beginning of the project we kept telling farmers to grow
whats in the demand instead of trying to sell what they have grown. We
did a lot of work explaining all market participants the importance of
contract growing for further industry development. We also invited buyers
(processors, traders, supermarkets) to all of our seminars and let them
tell farmers what kind of product do they need, when, how much, how
should it be packaged and delivered, etc. We also published numerous
articles on these issues in our magazines. Our production and price
forecast for all key fruits & vegetables published every spring and
updated two or three times per year has helped many farmers who read it
make very profitable planting decisions.
To make sure farmers are able to grow whats demanded by the markets,
we have held many field days and demonstrated modern production,
post-harvest handling, storage and packing technologies. We published
this information in various manuals, in our publications and on the web
site. Thus, our MIS was more than just market information system; it
became a system for collection, processing and distribution of
technological, legal, market and other useful information for farmers.
How AMPs MIS is used in

practice
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There are many ways to use the MIS to farmers and other market
participants advantage. Here are some examples to demonstrate how
much farmers and others gained from this:
A farmer, who was very pessimistic about MIS and did not want to get any
offers placed in the system, came to one of our regional offices to
complain about lack of interest for his cabbage. He had around 100 tons
in stock and the wholesaler who told him he would buy it from him has
disappeared. The staff recommended placing an offer in our system,
which he reluctantly did. They also gave him one of our latest magazines
with a list of buyers interested in cabbage and he started calling this list
from our office. 20 minutes later he had identified two buyers interested
in purchasing most of his cabbage and just when he was about the leave
the office he received a phone call from another potential buyer who
found his offer on the Internet. As a result the farmer has sold all of his
cabbage during 2-3 weeks for $10,000.
One of the top processing companies was searching for a large amount of
good quality carrots but in the area where it usually procured carrots a
serious shortage of this vegetable was observed. Managers have found
our web portal through the Internet and discovered around 30 farmers
offering carrots during this week. They were not sure this was true and
called the analyst on the phone. When they confirmed this information
and told them that in the western part of Ukraine there was a significant
over-production of carrots, they started calling the farmers. In one week
they have reportedly included contracts to supply enough carrots to
satisfy their processing plans. Farmers were very happy with the price
and processors were very happy to be able to fulfill their contracts.
One of the farmers decided to expend planting area under onions

motivated by high prices for this crop in the past season. When he was
about to buy the seeds, he read our production and price forecast, which
suggested a high probability of very low prices for onions. He consulted
with the system and changed his mind. The system also suggested that
prices for eggplants, cucumbers and early cabbage may be higher and
told him that it would be better to focus on early onions if he wanted to
plant any. He made the planting decisions based on our
58 | P a g e
recommendations and got very high prices for the products he planted
(including early onions) while these who did plant late onions had serious
difficulties selling it.
Since onion prices were really low due to over-production, we have
started searching for way to effectively help our growers. Ukraine has
never exported onions but we found out that during this very year there
was a significant shortage of this production in Poland, Holland and
several other EU countries. The system published several articles
providing information about this opportunity to all market players along
with export requirements. The system received several phone calls from
wholesalers who got interested and four weeks later several farmers
reported improving demand for the onions. It turned out that wholesalers
have started shipping onions to Poland and other countries, which
supported prices and helped farmers avoid losses. Three months later the
number of counties buying onions from Ukraine has increased to around
15 and Ukraine became one of the largest exporters of onions on the
region.
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Impact
Presently we estimate that our system has resulted in about $20 in additional benefits
to farmers for each $ spent.
Expect it to be fully self-sufficient and profitable to all market participants in the
future.
The web-portal presently attracts around 30,000 unique visitors every month and a
significant share of Ukraines fruits & vegetables gets sold through our portal.
The MIS helped lower the transaction costs to farmers. Transaction costs for farmers
were reduced by 100-200 times.
Farmers were also provided with a weekly magazine, which included key market
news, market prices (wholesale and retail) in all major regions of Ukraine, offers &
bids, produce production, PHH, packing, storage and marketing recommendations
and many other useful features.
Helped farmers to develop a stronger negotiating position when talking to buyers.
Price information from various regions within the country helped them improve their
marketing decisions and sell products to regions where highest margins were
observed.
Price and production forecasts provided each spring and updated 2 times per year
helped farmers plan production of crops that were in strong demand on the market
and thus, for higher prices and greater revenues.
The number of fruit & vegetable processors increased from 15 in 2003 to about 125
in 2006.
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The number of full-service wholesale companies has increased from virtually zero to
around 30 and many mid-size companies were created.
Growers incomes at least doubled, consumers received lower prices for higher
quality fresh produce. Also, thousands of on-farm and off-farm seasonal and
permanent jobs were created.
Ukraine, which prior to AMPs interventions imported fruits & vegetables from
Poland and other neighbouring countries, in 2006 became a net exporter of many of
these products.
Thus, the succeeded in the mission that even if farmers do not have access to the
Internet, it is enough for them to have access to a phone to have the benefits of
modern market technologies work for them.
Conclusion
To conclude the whole project, we can say that Marketing Information
System is necessary element in the present scenario in order to develop
any new product in the market. The Whole System ensures that a product
should not be just made to be sold in the market but to be known for its
brand name, quality, reliability, affordability along with the attainment of
customer satisfaction. The Marketing Information System also ensures
that a product should start from a scratch of analysing the feasibility of
the product till its continuous maintenance process.
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Project Report on Marketing Information System

1. Potential market: Those people in total population who have interest in

The marketing process can be modelled into a sequence of steps:

2. Marketing strategy: Once the best opportunity to identify customer needs is

The information serves a vital role in Marketing Information System. It

1. Gain a competitive edge

2. Reduce financial risks

3. Determine consumer attitudes

4. Monitor the environment

7. Improve advertising credibility

8. Gain support for decisions

10. Improve effectiveness

A system that analyzes and assesses marketing information, gathered

Production, distribution and delivery costs

Profit vs. costs (ROI)

Effectiveness of advertising/special offers/discounts

Target market penetration

Other additional factors

The various activities of MKIS are:

1. Strategic planning-It is concerned with deciding on the

2. Management control-Such decisions are concerned with how

3. Transaction processing-This includes sales orders,

4. Operational control-Determining which units or individuals in

The various functions of Marketing Information System are:

1. The marketing identification function: The determination of potential buyers

2. The purchase motivation function: An assessment of

3. The product adjustment function: This function includes all

4. The physical distribution function: The actual movement of

5. The communication function: This function includes decisions

6. The transaction function: It includes all such activities which

7. The post transaction function: In this function, feedback

Marketing information system can be viewed as a combination of two

Input Subsystem: The input subsystems gather data from both

Output Subsystem: The output subsystems process the data

COMPONENT OF MARKETING INFORMATION

SOURCE OF DATA FOR INPUT

What is Marketing Environment?

Major Factors are:

Factors in Layman Terms:

INTERNAL REPORTING SYSTEM: Collection of information within

Data Sources: Reports on sales call, expenses, orders, order status,

MARKETING INTELLIGENCE SYSTEM: It is the Collection and

Data Source: Employees, suppliers, customers, competitors and

MARKETING RESEARCH SYSTEM: It is the process of

Data Source: Market Survey, Questionnaires, Personal interviews,

MARKETING MODELS: These are the statistical or mathematical

Marketing Information Analysis and external Identifying problems,

Marketing Research Analysis Collecting information that is

Marketing Decision Analysis and Decision Consists of all available data

Marketing Planning Analysis and Planning Managing the whole

Marketing Control Internal Control Monitoring of personnel,

Marketing Report System Internal Control Reporting on sales calls,

Marketing and Sales Data Gathering and Managing distributors and

Information must be distributed to the Right Managers at the Right Time.

STRUCTURED INFORMATION: Distribute Routine Information for

Example: Transactional Data, Daily Sales Data, Customer Data etc.

UNSTRUCTURED INFORMATION: Distributes Non-Routine

Example: Sudden Change in Companys Policy

USE OF MKIS AT MANAGERIAL

At Middle Management Level:

At Strategic or Administrative Level:

SOFTWARE DEVELOPMENT LIFE

Do we need to improve or modify the existing system