PRESENTATION

ON

MKIS AND MR
MARKETING

INFORMATION

SYSTEM
 MARKETING INFORMATION
SYSTEM:
A Marketing Information System can be defined as 'a system in which
marketing information is formally gathered, stored, analyzed and distributed to
managers in accord with their informational needs on a regular basis.

Kotler's definition says, an MIS is more than a

system of data collection or a set of information
technologies:
"A marketing information system is a continuing and
interacting structure of people, equipment and
procedures to gather, sort, analyze, evaluate, and
distribute pertinent, timely and accurate information for
use by marketing decision makers to improve their
marketing planning, implementation, and control".
 Basically ,the following elements frames MKIS :
It is an computerized system that is designed to provide an organized
flow of information to enable and support the marketing activities of an
organization.
It serves the collaborative, analytical and operational needs of the
organization.
The design of the system is very comprehensive and flexible in
nature.so,that it integrate each other functionality.
The system is very formal and forward looking and essential to the
organization ‘s ability to create competitive advantage.
It is the firm’ s “window on the world "and increasingly it is the
primary customer interface.
Figure :The marketing information systems and its
subsystems.
 MARKETING
RESEARCH
Introduction to Marketing Research :
"Marketing research is the function that links the consumer, customer, and
public to the marketer through information - information used to identify
and define marketing opportunities and problems; generate, refine, and
evaluate marketing actions; monitor marketing performance; and improve
understanding of marketing as a process. Marketing research specifies the
information required to address these issues, designs the methods for
collecting information, manages and implements the data collection
process, analyzes, and communicates the findings and their implications."
Managers need information in order to introduce products and services that create
value in the mind of the customer. But the perception of value is a subjective one, and
what customers value this year may be quite different from what they value next year.
As such, the attributes that create value cannot simply be deduced from common
knowledge. Rather, data must be collected and analyzed. The goal of marketing
research is to provide the facts and direction that managers need to make their more
important marketing decisions.
To maximize the benefit of marketing research, those who use it need to understand
the research process and its limitations.
American Marketing Association (AMA) - Official Definition of Marketing Research

MARKETING RESEARCH ACCORDING TO AMA “the gathering, recording and

analyzing of all data about problems relating to the transfer and sale of goods and
services from producer to consumer.”However , the AMA has redefined marketing
research as a function which links the consumer,customer,and public to the marketer
through information-information used to identify and define marketing opportunities
and problems ;generate,refine,and evaluate marketing actions, monitor marketing
performance; and improve understanding of marketing as a process.
marketing research in nutshell is all about……

 Linking the customer, consumer and public with the marketer through information
which is used to identify and define marketing opportunities and problems. ...

 the process of systematically gathering, analyzing and interpreting data pertaining to

the company's market, customers and competitors, with the goal of improving
marketing decisions.
The identification of informational needs, the collection of relevant data, the analysis
and interpretation of that data, and the reporting of that information (along with related
recommendations) to senior management to improve decision making related to
marketing. ...

The facilitating function of collecting and interpreting data on consumer demands and
characteristics so that firms can develop new products and sell existing ones profitably.

The process of collecting, analyzing and evaluating information/data about an

organization's customers (market).

The Marketing research Process.

Marketing research is gathered using a systematic approach. An example of one follows:
1. Define the problem .

2. Determine research design .

3. Identify data types and sources .

4. Design data collection forms and questionnaires .

5. Determine sample plan and size .

6. Collect the data .

7. Analyze and interpret the data .

8. Prepare the research report.

Why need marketing research?
PRODUCTS AND SERVICES RESEARCH

CUSTOMER OR MARKET RESEARCH

SALES AND POLICIES RESEARCH

PROMOTION RESEARCH
 MR IS A PART OF MKIS HOW?

According to Cox and Good “MKIS is a set of procedures

And methods for regular and planned collection, analysis,
And presentation of information in marketing decisions”.
It includes internal records system, marketing decision –
Support system, marketing research system and information
Analysis systems.
Distinction between MR and MIS:

PURPOSE:MR aims at problem solving problems,wheras

MIS is concerned with both preventing and solving problems.

CONTINUITY:MR is continuous but conducted on a project

to project basis, while MIS is a continuous process.

ORIENTATION:MR focuses on past and present

information, whereas MIS is oriented towards future.

DATA:MR mainly deals with external data. but MIS deals

with both external and as well as internal data.

USE OF COMPUTER:MR may not be based on computers.

but MIS is necessarily based on computers.