Mis and I- Marketing

8/6/2019 Mis and I- Marketing

1/28

MARKETING INFORMATION SYSTEMMARKETING INFORMATION SYSTEM

(MIS)(MIS)

ANDAND

INTERNET MARKETINGINTERNET MARKETING


2/28

INTRODUCTIONINTRODUCTION

MarketersMarketers areare responsibleresponsible toto identifyidentify

significantsignificant marketplacemarketplace changeschanges.. TheyThey mustmust

bebe thethe trendtrend trackerstrackers andand opportunityopportunity

seekersseekers..

CompanyCompany withwith superiorsuperior informationinformation enjoyenjoy aa

competitivecompetitive advantageadvantage.. TheThe companycompany cancan

choosechoose itsits marketmarket better,better, developdevelop betterbetter

offeringsofferings andand executeexecute betterbetter marketmarket planningplanning..


3/28

Marketing Information System (MIS)Marketing Information System (MIS)

A marketing Information System consistA marketing Information System consistof people, equipment, and proceduresof people, equipment, and procedures

together, sort,together, sort, analyseanalyse, evaluate, and, evaluate, and

distribute needed, timely, and accuratedistribute needed, timely, and accurateinformation to marketing decisioninformation to marketing decision

markers. MIS is develop frommarkers. MIS is develop from internalinternal

company recordscompany records,, marketing intelligencemarketing intelligenceactivitiesactivities andand marketing researchmarketing research..


4/28

INFORMATION NEEDS PROBE:INFORMATION NEEDS PROBE:

What decision do you regularly make?W

hat decision do you regularly make? What information do you need to make theseWhat information do you need to make these

decision?decision?

W

hat information do you regularly get?W

hat information do you regularly get? What special studies do you regularly get?What special studies do you regularly get?

What information would you want that youWhat information would you want that you

are not getting now?are not getting now? What information would you want daily?What information would you want daily?

Weekly? Monthly? Yearly?Weekly? Monthly? Yearly?


5/28

What magazines and trade reports would youWhat magazines and trade reports would you

like to see on a regular basis?like to see on a regular basis?

What topic would like you to be keptWhat topic would like you to be kept

informed?informed?

What data analysis programs would youWhat data analysis programs would youwant?want?

What are the four most helpful improvementWhat are the four most helpful improvement

that could be made in the present marketingthat could be made in the present marketinginformation system?information system?


6/28

Internal recordsInternal records

Marketing managers rely on internalMarketing managers rely on internal

reports on orders, sales, prices, costs,reports on orders, sales, prices, costs,

inventory levels, receivables, payables,inventory levels, receivables, payables,and so on. Byand so on. By analysinganalysing this information,this information,

they can spot important opportunitiesthey can spot important opportunities

and problems.and problems.


7/28

Some of the internal records are:Some of the internal records are:

a)a) The OrderThe Order--toto--Payment CyclePayment Cycle

b)b) Sales Information SystemsSales Information Systems

c)c) Databases, DataWarehousing and DataDatabases, DataWarehousing and DataMining.Mining.


8/28

Marketing intelligence systemMarketing intelligence system

A marketing intelligence system is a set ofA marketing intelligence system is a set of

procedures and sources managers use to obtainprocedures and sources managers use to obtain

everyday information about developments in theeveryday information about developments in the

marketing environment.marketing environment.

Marketing managers collect marketing intelligenceMarketing managers collect marketing intelligence

by reading books, newspapers, and tradeby reading books, newspapers, and trade

publications; talking to customers, suppliers, andpublications; talking to customers, suppliers, and

distributors and meeting with other companydistributors and meeting with other company

managers.managers.


9/28

Marketing researchMarketing research

Marketing Research is the systematic Marketing Research is the systematicgathering, recording andgathering, recording and analysinganalysing of dataof dataabout problems relating to the marketing ofabout problems relating to the marketing of

goods and servicesgoods and services-- American MarketingAmerican MarketingAssociationAssociation

Marketing research unearth an offers theMarketing research unearth an offers theneeded information. Marketing research notneeded information. Marketing research notonly generates marketing information but alsoonly generates marketing information but alsouses it as its input.uses it as its input.


10/28

Attributes of the good marketingAttributes of the good marketinginformation systeminformation system

Relevance to decision makingRelevance to decision making

ConfidentialityConfidentiality

Cost reasonablenessCost reasonableness

Reliability (genuine source)Reliability (genuine source)

ClarityClarity PrecisionPrecision

TimelinessTimeliness

ObjectivityObjectivity CompletenessCompleteness

AccuracyAccuracy

AuthenticityAuthenticity


11/28

Designing a Marketing InformationDesigning a Marketing Information

SystemSystem

Defining the information needsDefining the information needs

Classifying the informationClassifying the information

Evaluating the cost of collecting andEvaluating the cost of collecting andprocessing the information and comparing theprocessing the information and comparing thecost versus benefitscost versus benefits

Identifying the source of informationIdentifying the source of information

Designing the mechanisms/procedures forDesigning the mechanisms/procedures forgathering, processing, storing and retrieval ofgathering, processing, storing and retrieval ofthe informationthe information


12/28

Deciding the frequency and timing ofDeciding the frequency and timing of

collection/supply of the informationcollection/supply of the information Securing the informationSecuring the information

Processing, analyzing and interpreting theProcessing, analyzing and interpreting the

information.information.

Utilizing the information.Utilizing the information.

Monitoring, maintaining, reviewing andMonitoring, maintaining, reviewing and

improving the system.improving the system.


13/28

Outputs one gets from MISOutputs one gets from MIS

Periodic reportsPeriodic reports

Triggered reportsTriggered reports

Demand reportsDemand reports

Specialized databases/informationSpecialized databases/information

components.components.


14/28

Example: Toyota gathers information onExample: Toyota gathers information on

channel practices of car firms in Indiachannel practices of car firms in India

It devoted special attention toIt devoted special attention to MarutiMaruti dealerdealer

network.network.

It investigate the dealership condition in detailIt investigate the dealership condition in detail

(timing and frequency of orders by dealers,(timing and frequency of orders by dealers,

delivery time, dealer margins and incentives,delivery time, dealer margins and incentives,

payment condition, mode of sales etc)payment condition, mode of sales etc)

The most important piece of information thatThe most important piece of information thatToyota gained was that dealer network is theToyota gained was that dealer network is the

key success factor for a car venture in Indiakey success factor for a car venture in India


15/28

Internet MarketingInternet Marketing

InternetInternet marketing,marketing, alsoalso referredreferred toto asas ii--

marketing,marketing, webweb--marketing,marketing, onlineonline--marketing,marketing, SearchSearch EngineEngine MarketingMarketing (SEM)(SEM)

oror ee--Marketing,Marketing, isis thethe marketingmarketing ofof productsproducts

oror servicesservices overover thethe InternetInternet..InternetInternet marketingmarketing isis aa partpart ofof ee--commercecommerce..


16/28

The three components of eThe three components of e--

commercecommerce B: B refers to the intranet businessB: B refers to the intranet business

transaction.transaction.

B2B: It refers to marketing by a firm toB2B: It refers to marketing by a firm to

business buyersbusiness buyers

B2C: Marketing on the internet to ultimateB2C: Marketing on the internet to ultimate

consumers.consumers.


17/28

Three faces of the internet:Three faces of the internet:

A mediumA medium

A marketing channelA marketing channel

A complete marketplace.A complete marketplace.


18/28

Advantages of Internet marketingAdvantages of Internet marketing

Benefits for the seller:Benefits for the seller: Access to all marketAccess to all market

Provision of enhance value to theProvision of enhance value to the

customerscustomers

Provision of many services and productsProvision of many services and products

from a single stop.from a single stop.


19/28

Better marketing productivity and costBetter marketing productivity and cost--control.control.

Better CRM (customer relationshipBetter CRM (customer relationship

management) through sharper customermanagement) through sharper customerdatadata

Flexibility in marketing communication.Flexibility in marketing communication.


20/28

Benefits for the buyer:Benefits for the buyer:

ConvenienceConvenience

Scope for informed and competitive buyingScope for informed and competitive buying

Search advantageSearch advantage

Wider optionsWider options CustomisedCustomised andand personalisedpersonalised products andproducts and

servicesservices

Greater transparencyGreater transparency Greater bargaining power.Greater bargaining power.


21/28

LIMITATIONS:LIMITATIONS:

Internet marketing requires customers to useInternet marketing requires customers to usenewer technologies rather than traditionalnewer technologies rather than traditional

media.media.

LowLow--speed Internet connections are anotherspeed Internet connections are anotherbarrier.barrier.

From the buyer's perspective, the inability ofFrom the buyer's perspective, the inability of

shoppers to touch, smell, taste or "try on"shoppers to touch, smell, taste or "try on"

tangible goods before making an onlinetangible goods before making an online

purchase can be limiting.purchase can be limiting.


22/28

Independent marketer on the web:Independent marketer on the web:

Independent marketer on the web or eIndependent marketer on the web or e--

TailersTailers are commercial online marketers.are commercial online marketers.

EE--TailersTailers do not have products of theirdo not have products of theirown; they tie up with manufacturers andown; they tie up with manufacturers and

market the latter's products on the web.market the latter's products on the web.

Examples: Amazon and eBay.Examples: Amazon and eBay.


23/28

GROWTH OF INTERNETGROWTH OF INTERNET

MARKETINGMARKETING Worldwide position:Worldwide position:

Its growth has manifested in two waysIts growth has manifested in two ways--

a) Volume of business on the neta) Volume of business on the netb) Enlargement in the range of productsb) Enlargement in the range of products

marketedmarketed


24/28

Indian scene:Indian scene:

Internet marketing clocked Rs. 2300Internet marketing clocked Rs. 2300 crorecrore inin2007.2007.

Currently around 30% of the Net users use itCurrently around 30% of the Net users use it

for shopping.for shopping.

There are over 49 million Internet users in theThere are over 49 million Internet users in the

country. Urban users account for 40 millioncountry. Urban users account for 40 million

and rural 9 million (and rural 9 million ( JuxtJuxt consultant, Indiaconsultant, India

online 2008)online 2008)


25/28

ESTABLISHINGESTABLISHING AN INTERNETAN INTERNET

MARKETINGMARKETING PreparationPreparation

Effective targeting/assessing Net Habits ofEffective targeting/assessing Net Habits of

the target audience.the target audience. Setting up the IT infrastructure.Setting up the IT infrastructure.

Setting up electronic storefrontSetting up electronic storefront

Getting high traffic by making the siteGetting high traffic by making the siteinteresting.interesting.


26/28

SpecializationSpecialization-- becoming productbecoming product

magnets and consumer magnetsmagnets and consumer magnets

Securing affiliatesSecuring affiliates

Brand buildingBrand building

Developing right messages for onlineDeveloping right messages for online

displaydisplay

Creating a system for physical deliveryCreating a system for physical delivery


27/28

CONCLUSIONCONCLUSION

Marketing Information systems provideMarketing Information systems provide

management with rich detail about buyermanagement with rich detail about buyer

wants, preference andwants, preference and behavoiurbehavoiur. It provides. It provides

insights on the external environment as wellinsights on the external environment as well

as internal realities of the company.as internal realities of the company.

Internet marketing is fast catching up. ManyInternet marketing is fast catching up. Many

retailers are selling their product successfullyretailers are selling their product successfullyon the internet.on the internet.


28/28

THANK YOUTHANK YOU

Documents

Mis and I- Marketing