MARK ANTHONY R.

CASEM, MBA

Presenter

01 June 2013

A Marketing Information System ( MKIS) is a structure consisting of people equipment, and procedures to continually gather and analyze data to provide marketing managers with information they need to make decisions.

1.To define the information requirements of the marketer; 2. To develop the needed information; and
3. To distribute the information at the time they are needed

Involving

DEFINING INFORMATION NEEDS

Marketing Planning

Marketing Execution

Marketing Control

through

DEVELOPING INFORMATION

Internal Records

Marketing Intelligence

Marketing Research

Information Analysis

DISTRIBUTING INFORMATION
to

DECISION MAKERS IN MARKETING

INTERNAL RECORDS
Accounting Records Sales department records Customer service department records Manufacturing Records Information gathered by other department

Refers to the gathering of everyday information about developments in the marketing environment. The sources of intelligence information are varied. They may be internal or they may be external

It compliments marketing intelligence in providing useful, information to the marketing department.

- Defined as the systematic gathering, recording, and analyzing of data problems relating to the marketing of goods and services.

serves to provide answers to many questions including those on:

MARKETING RESEARCH

Market Potential

Market Share

Market Characteristics Short-range forecasts

Sales
Business Trends Competitive products Long-range forecasts

Existing products

Is undertaken by using the scientific method which may be defined as a decision making approach that focuses on being objective and orderly in testing ideas before accepting them.

DEFINITION OF THE PROBLEM

SITUATION ANALYSIS
OBTAINING PRIMARY DATA

INTERPRETATION OF DATA

PROBLEM SOLUTION

The information which are obtained from internal records and the marketing intelligence system should be subjected to analysis using the methods applied in marketing research.

The last activity required of an MKIS is the actual distribution of information to managers. This is designed to provide them with a better view in making marketing decisions.

1.

What is a marketing information system?

What is marketing intelligence? What is marketing research?

2.

3.

4.

What steps are considered in the marketing research process?

Identify a small business which you consider to benefit from marketing research. What specific area of research would you recommend?