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 A management information system (MIS)

designed to support marketing decision making

 An overall Marketing Information System can be

defined as a set structure of procedures and
methods for the regular, planned collection,
analysis and presentation of information for
use in making marketing decisions."
(Kotler, 2006)
Components : Robert Jamon (2003)
 MkIS systems are decomposed on four

1. User interfaces
2. Application software
3. Databases
4. System support
Components : Philip Kotler

1. Internal Reports System:

◦ records various data from different departments of a company

2. Marketing Intelligence System:

◦ It is a main source used by managers for gaining daily
information of the external environment, hence assists the
managers to react to the changing rapidly.

3. Marketing Research System:

◦ It is used to collect primary and secondary data, and displays the
results in forms of reports.

4. Marketing Decision Support System:

◦ Compared to the supply of the data by the three previous
systems, it focuses more on processing the data.
Functions of MKIS
 marketing identification function

 purchase motivation function

 product adjustment function

 physical distribution function

 communication function

 transaction function

 post transaction function

Marketing identification function

 Determination of potential buyers and their

characteristics is vital in order to satisfy their
needs and desires.

 This enables the marketer to


 Where the buyers are located

 When do they buy
 How frequently do they buy
 In what quantity do they buy
Purchase motivation function
 An assessment of various social, economic
and psychological forces which influence
the purchase behavior of the market is
Product adjustment function
 Includes all such activities which are
necessary to match the product/services
offerings with the market.
Physical distribution function
 The actual movement of goods from the
points of production to the points of
consumption is considered in this
Communication function
 Function includes decisions on advertising,
personal selling, sales promotion,
publicity, packaging issues etc.
Transaction function
 Includes all such activities which are
needed to facilitate the transfer of title of
ownership of goods/services between the
parties in a transaction.
Post transaction function
 Feedback about the performance of the
product/service is obtained from the
customer, so that customer satisfaction
can be ensured.
Distributing and Using Marketing
Distributes Routine
Information for
Decision Making

Information Must be Distributed

to the Right Managers at the Right Time.

Distributes Nonroutine
Information for Special