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SALES AND MARKETING INFORMATION SYSTEM
INTRODUCTION The core of marketing functions is to
grow as a result of ability and satisfy customer needs.
The exchange process is quite complex involving a variety of activities.
The key to organisational success lies in determining customers’ needs and delivering satisfaction more effectively and efficiently than competitors.
INTRODUCTION
Marketing information systems are designed and operated to provide relevant info on the following aspects: Type of products to be offered Price at which products are offered Place where products are offered Promoting products to win customer
loyalty
MODEL OF MARKETING INFORMATION SYSTEM
MARKETING RESEARCH SUBSYSTEM
DATABASE
PROMOTIONSUBSYSTEM
DISTRIBUTIONSUBSYSTEM
PRICING SUBSYSTEM
PRODUCT SUBSYSTEM
MARKETING INTELLIGENCE
SUBSYSTEM
USERS
MARKETING RESEARCH SYSTEM It is the systematic gathering, recording
and analysing data relevant to the marketing of goods and services.
Types of data used: Primary Secondary
Sources of primary data: survey, observation, in-depth interview
Sources of secondary data: govt. agencies, marketing research agencies etc.
MARKETING INTELLIGENCE SYSTEM
Is a set of procedures and sources used by managers to obtain everyday info about development in the marketing environment.
Info can be obtained from: Sales force Distributors Competitors Customers
PRODUCT SUBSYSTEM Product mix:
Info is needed for the fulfilment of the following objectives: Stability in the face of variable sales Improving profitability Raising the growth rate of sales
Market segmentation Info related to-
Characteristics of a segment Alignment with organizational objectives
Product positioning
PRICING SYSTEM
Info requirement in pricing system is in 2 forms: Price fixation for the first time
Value for money Competitors’ price Cost plus price
When and how much to change prices Upward revision Downward revision
DISTRIBUTION SYSTEM Key decisions required to be made
are: Identification of distribution channels Evaluation of channels
Economic criteria Control criteria Adaptive criteria
Channel selection Location of customers Product characteristics Organisational capabilities
PROMOTION SYSTEM
Two issues involved: Deciding promotion mix Deciding budget for activities
Activities involved in promotion mix: Advertising Sales promotion Personal selling
MARKETING DECISION SUPPORT SYSTEMS
MDSS TOOLS
STATISTICAL TOOLS
•Multiple regression•Discriminant analysis•Factor analysis•Cluster analysis
MODELS
•Markov- process model•Queuing model•New product pretest models•Sales- response models
OPTIMISATIONTECHNIQUES
Differential calculus•Mathematical programs•Game theory
BRANDAID CALLPLAN DETAILER ADCAD COVERSTORY GEOLINE
USERS OF MARKETING INFORMATION SYSTEMS
USER PRODUCT PRICING DISTRIBUTION
PROMOTION
Marketing director
X X X X
Sales manager X X
Promotion manager
X X
Brand manager X X X
Marketing research manager
X X X X
Logistic manager X X
Other departments
X X X X
THANK YOU