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MARKETING

INFORMATION
SYSTEMS
MKIS

 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
components

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


know

 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
made.
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
function.
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
Information
Distributes Routine
Information for
Decision Making
Intranets&extranets

Information Must be Distributed


to the Right Managers at the Right Time.

Distributes Nonroutine
Information for Special
Situations