Components of MIS (Marketing Information System)Major
responsibility for identifying significant market place changes
falls to the companys marketers. Marketers also have extensive
information about how consumption patterns. Swiss consume the most
chocolateGreeks eat the most cheesePer capita consumption of ice
cream in Pakistan is 0.5litres. Turkey had this 15years ago and now
their consumption is 2.5litres.
2-*
Marketing Information SystemA marketing information system (MIS)
consists of people, equipment, and procedures to gather, sort,
analyze, evaluate, and distribute needed, timely, and accurate
information to marketing decision makers.
It is developed from Internal Company RecordsMarketing
Intelligence ActivitiesMarketing Research
2-*
2-*1. INTERNAL RECORD SYSTEMSThe Order-to-Payment CycleSales
Information SystemsDatabases, Data Warehouses And Data-Mining
(customer data base)
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2-*2. THE MARKETING INTELLIGENCE SYSTEMA Marketing Intelligence
System is a set of procedures and sources used by managers to
obtain everyday information about developments in the marketing
environment.
Internal Records systems supplies result data, but the marketing
intelligence system supplies happenings data.
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A company can collect Market Intelligence by the following Trade
publications, talking to customers, suppliers, and
distributorsTraining and motivating the sales force to spot and
report new developments. Purchasing competitors productsAdvisory
PanelsMystery shoppers. Government data sourcesPurchasing
information from outside suppliers. Online customer feed back
systems
2. THE MARKETING INTELLIGENCE SYSTEM2-*
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1-*
What are some of the potential hazards a company might face by
relying too heavily on distributors, retailers, or other
intermediaries for market intelligence?
2.psd
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2-*3. MARKETING RESEARCH SYSTEMMarketing ResearchThe systematic
design, collection, analysis, and reporting of data and findings
relevant to a specific marketing situation facing the company.
Globally, its a $16.5 billion industry !
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MARKETING RESEARCH SYSTEMSuppliers of Marketing ResearchEngaging
students or professors to design and carry out projectsUsing the
InternetChecking out rivalsSyndicated-service research firms (AC
Nielson)Custom marketing research firmsSpecialty-line marketing
research firms
