The Marketing Information

System

Prakash Sharma
Asst. Business Development Officer
IndiaReport
Metrix Web Services (P) Ltd.
 Components of a Modern
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
 MIS is developed from internal company
records, marketing intelligence activities,
and marketing research
 Components of a Modern
Marketing Information System
 MIS should be a cross between what
managers think they need, what managers
really need, and what is economically
feasible
 Internal Records
 The order-to-payment cycle
 Sales Information Systems
 Databases, Data Warehousing and Data
Mining
Marketing Intelligence System
 A set of procedures and sources managers
use to obtain everyday information about
developments in the marketing environment
 Marketing Intelligence
System: Steps
 Train sales force
 Motivate distributors, retailers, and other
intermediaries (Mystery shoppers)
 A company can network openly ( purchase
competitors’ products; attend open houses
and trade shows; read competitors’ published
reports; talk to employees, trade, media….)
 Marketing Intelligence
System: Steps
 Set up a customer advisory panel (Biz schools)
 Government data (Census of India, NCAER
reports)
 Information from outside suppliers (Nielsen
ORG-MARG Retail Audit, Marketing White
Book)
 Online feedback
Thanx