Marketing Information System

[Course Code # 323]Team VERSATILE

Marketing Information System

• A Marketing Information System (MKIS) is:

• Designed specifically for managing the marketing aspects business

• Intended to bring together disparate items of data into a coherent body of information

• Assess the information needs• Develop needed information• Analyze information • Distribute information

The Nature of MKIS

• Continuous System• Permanent and continuous system of

collecting information

• Basic Objective• To provide the right information at the

right time to the right people to help them take right decisions

• Computer-Based System• Uses computer, so is up-to-date and

accurate

• Future-Oriented• Provides information for solving future

problems

• Used by all levels• Used by all three levels of management

• Sources• Collects information from both internal

and external sources

• Collects Marketing Information• Information about consumer competition,

marketing environment, etc.

• Helps in Decision-Making• Supplies up-to-date and accurate

information that helps take quick and right decisions

Stages of Systems Planning and Implementation

MKIS plan must support company’s goals and objectives at the tactical and strategic

levels. Sales and other logistical systems will be

integrated to allow all internal data..

Stages of Systems Planning and Implementation

1. Preparation of the Organization2. Develop Macro specifications with senior

staff and line managers 3. Design databases and the relationship of the

MKIS to existing information systems4. Specify and develop components5. Prototyping and incremental implementation6. Ongoing usage by marketing managers

Stages of Systems Planning and Implementation

The feedback process links each step to all other steps and to the marketing plan.

MKIS is an ongoing process. Changes in the marketing plan and available information may lead to changes in the system.

Organizational Preparation

Obtaining top management support is a critical first step due to scarce resources, organizational politics, and management demand

Organizational Preparation

To coordinate the MKIS activities a team is formed and the team will be led by a senior manager.

Developing Macro Specification

Address requirements for planning and decision support tools.

Understand how the users of the final system will interact with the application

Consider the future needs so that MKIS can be adaptable to changes in future needs

Questions needed to be answered are:

Exactly how much information will be entered in the database?

What information will be entered into the database?

How will it be entered into the database? How will it be manipulated once it is in the

database?

MKIS Components

User Interface DesignsShould considerIdentifying the users & finding their functional & managerial positionsThe way MKIS analytical & output capabilities will affect decision making processTopics involved with computer literacy, familiarity with computer systems, principles of information system, documentationCurrent computer tools

Prototype Development

A demo or “Microversion” of the real system or a nonfunctioning shell that only stimulates the system.

System Module Testing

Users of the system is asked:To test the system that it meets the requirements and

decision support needs of marketing managers.To use the new module and report any error or bugs.To review the documentation and training programs

as they are developed for each module.

Phased Implementation

Installing, making documentation for, and making available to users one part of the MKIS system at a time.

Phased Implementation

Phased Conversion

One system is gradually replaced by another.

User Training

A systematic approach to provide users with written documentation,

on-line documentation, a help system, and a peer support.

User Training

Task-oriented documentation written instruction designed for the users of the system and organized around specific tasks that must be performed to achieve the system objectives.

Trainers- MKIS team members are the best.

Marketing Usage and Future ModificationAll changes to the system after MKIS is

installed.

Modifications that involve i. small adjustments to correct bugsii. substantial effort to correct significant

system erroriii. developing new modules to provide new

capabilities

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