USE OF MIS IN

MARKETING
 WHAT IS MARKETING ?
• "The management process responsible for identifying,
anticipating and satisfying customer requirements profitably”
• The basic process of marketing starts in the market place when
the needs and wants of the customers are identified by businesses
in the market place. According to these needs and wants the
process of satisfying these needs and wants starts, which provides
businesses with the basic purpose of their existence in the market
place. In efforts to satisfy the customer needs businesses promote,
sell and supply satisfaction through their products and services.
• Foremost functions of marketing are the collection of marketing
information and research, planning for product, advertising,
promotion and sales of the products and finally the distribution of
the products.
 INTRODUCTION

A Marketing Information System (MIS) has

traditionally been proposed to provide marketing
managers a thorough process of intelligence gathering.
Since this information remains continuous, the manager is
able to analyze, evaluate, sort and distribute important,
accurate and timely data required to make effective
decisions for organization to get more profit. Due to the
interactive nature of this information, the marketing
manager is capable of better planning, control and
implementation of marketing efforts.
 The information provided by Marketing IS helps
managers in planning and managing customer loyalty,
acquisition and retention programs. Marketing IS provides
information about customer profiles, suggesting which ones
are more profitable for the organisation. Marketing IS
particularly becomes of importance in the area of Internet
marketing. Companies continue to improve their websites, as
they rely more and more on electronic interactions with their
customers to facilitate their marketing, sales and customer
service activities.

Overall, an effective Marketing IS largely contributes to

sustained business growth and provides organizations
opportunities to get greater profit margins.
MKIS Process
 Need for MKIS in companies

• to process order faster and with more

accuracy
• to improve customer relationship
• to standardize customer service
quality
• to be able to see the sales trend
• to be able to allocate budget smartly
 Functions of a MIS:

Obtains
Obtains Needed
Needed Information
Information for
for Marketing
Marketing Managers
Managers
From
From the
the Following
Following Sources
Sources

Internal
InternalData
Data
Collection
Collection of Information from Data SourcesWithin
of Information from Data Sources Withinthe
theCompany
Company
From:
From:Accounting,
Accounting,Sales
SalesForce,
Force,Marketing,
Marketing,Manufacturing,
Manufacturing,Sales
Sales

Marketing
MarketingIntelligence
Intelligence
Collection
Collection and Analysis of PubliclyAvailable
and Analysis of Publicly AvailableInformation
Informationabout
about
Competitors and the Marketing Environment
Competitors and the Marketing Environment
From:
From:Employees,
Employees,Suppliers,
Suppliers,Customers,
Customers,
Competitors,
Competitors, Marketing ResearchCompanies
Marketing Research Companies

Marketing
MarketingResearch
Research
Design,
Design, Collection, Analysis, and Reportingof
Collection, Analysis, and Reporting ofData
Dataabout
aboutaa Situation
Situation
 
Marketing information system is ongoing, organized
procedures to generate, analyze, disseminate, store and
retrieve information for use in marketing decisions.

Its four major components are:

• Internal marketing information
• External Marketing intelligence
• Statistical techniques and mathematical models
• Ad hoc research repository for non recurring problems
 An ideal marketing information system of a
company includes;
• Includes real time data
• Generates regular reports and recurring studies as
needed
• Analyzes the data using statistical analysis and
mathematical models that represent the real world
• Integrates old and new data to provide information
updates and identify trends
The marketing information systems and its
subsystems
 Types of Marketing Information

Every information system is designed to capture some

sort of information. Information requirements need to be
defined before the systems are made. While designing
marketing information system, following types of
information should be designed.
• Marketing Intelligence – information flowing from external
environment into the internal environment
• Internal Information – gathered within the firm
• Marketing Communication – Information flowing from firm
to external environment

An MKIS help in proper management and dissemination

of all three kinds of information.
 What is MKIS? 
‘MKIS (Marketing Information System) is a set of
procedures and methods for the regular, planned
collection, analysis and presentation of information for use
in marketing decisions’

• Consists of people, equipment, and procedures to gather,

sort, analyze, evaluate and distribute needed, timely, and
accurate information to marketing decision makers.

• Function: Assess, Develop and Distribute Information.

 MKIS is a type of Information System that helps
the firm to achieve following objectives:
• Identification of customers for firm‘s products
and services.
• Development of those products and services to
meet customers’ needs
• Promotion of the products and services, and
• Provision of after sale customer support.
 Marketing Information System
Marketing Managers
Marketing Information System

Distributing Assessing Information

Information Needs
Developing Information
Marketing Decisions and

Information Internal
Analysis Data
Communications

Marketing Marketing
Research Intelligence

Marketing
MarketingEnvironment
Environment
 The components of a computerised MKIS 

• Model Bank - stores marketing models e.g Ansoff’s matrix,

Boston Matrix
• Data Bank - raw data e.g historical sales data, secondary
data
• Statistical Bank - programmes to carry-out sales forecasts,
spending projections
• MKIS
• Display unit - VDU and keyboard
• Marketing Manager
 Importance of MIS:

Marketing
Environment

Why
MIS Competition
Customer Is
Needs Needed

Strategic
Planning
 Benefits of MKIS

MKIS helps organizations in efficient channel management.

Following can be identified as some of the benefits of MKIS.

• Customer profiles need to be maintained focusing on their habits and

spending patterns. MKIS helps in maintaining these profiles.
• Information on what competitors have been up to is also critical
marketing information. This should not be taken as espionage on
competitors.
• Forecasts of demand are also a critical part of marketing analysis.
MKIS helps in achieving this as well.
• Field sales can also be monitored where sales agents are used to
market products.
• Customers can be quickly updated based on their information kept in
MKIS.
• Dealers involved in sale of product can also be monitored to help
enhance revenues
Stages of planning and decision making
 Decisions become more and more complex as they move
towards the top in the continuum i-e towards strategic
planning at the top managerial levels. The information
used at the operational level is used at the tactical level and
tactical level information is used at strategic planning level
to aid the decision making processes.

1. OPERATIONAL MKTIS
2. TACTICAL MARKETING INFORMATION SYSTEM
3. STRATEGIC MARKETING INFORMATION SYSTEM
1) OPERATIONAL MKIS
• Sales information system
• Distribution information systems
• Supporting operational level financial accounting systems
2) TACTICAL MKIS
• Sales management information systems
• Advertising and promotion information systems
• Product pricing information system
• Distribution channel decision support system
3) STRATEGIC MKIS
• Sales forecasting information systems
• Product planning and development information systems
• Marketing research information system
• Competitive tracking information system
 NEW DIMENSIONS IN MKIS

Through extensive use of computers in marketing

field, newer concepts are emerging in marketing field,
which are revolutionising the way customers were dealt
with.

• Customer Relationship management (CRM)

• Sales Force Automation (SFA)
• Call Centres
 Customer Relationship management (CRM)

• Companies are clearly eager to nurture relationships with

their customers. Businesses need to understand the extent to
which consumers want to engage with their brands. For
some businesses there is
Either a strong natural need – banks
An emotional attachment – Fashion retailer, car
manufacturer
• Customers now prefer to execute transaction in an
electronic environment through online-trading. Also the
establishment of customer services centers has also removed
the inconvenience to access vendor’s physical locations.
• Due to absence of physical contact, companies are curious to
keep a soft touch in an efficient manner. This requires
keeping a customer-wise online track of past
correspondence and transactions.
 Sales Force Automation
It automates some of the company's critical sales and sales force
management functions, for example,
• Customer account management,
• Forecasting sales,
• Sales administration,
• Keeping track of customer preferences,
• Sales staff performance.
SFA empowers the sales force to close deals at the customer’s
office and to configure marketing strategies at home. SFA is
providing tools for very highly evolved sales organizations,
organizations that are basically marketing machines.
 CALL CENTER

Due to its direct contact with customers, call center is widely

gaining popularity. It refers to a department within a company or
a third-party organization that handles telephone sales and/or
service. Call centers use automatic call distributors (ACD’s) to
route calls to the appropriate agent. As computers gain more and
more involvement in marketing field, presence of a highly
efficient and integrated call center has become inevitable. Call
centers should have direct access to every customer’s track record
so as to help them handle queries in an efficient manner.

The call centre should offer an integrative solution so that

customers can be responded efficiently. Call centre should help
cut long processing times which add to customer frustration and
dissatisfaction with the company.
 APPLICATIONS OF SPECIFIC SOFTWARES IN
MARKETING FUNCTION

Specialized marketing can be classified into five categories;

• Sales personnel support software - Helps salespeople sell the
organization’s products and services
• Sales management software - Helps sales managers manage sales
personnel
• Telemarketing software - Helps manage the telemarketing
program
• Customer support software - Helps manage customer support
• Integrated marketing software - Provide integrated services for
many sales and marketing activities
 MIS Software
MIS name Company
• 1 iLuxo Suite Lux Co.
• 2 3M GEDW Teradata Comp.,a devision of NCR
• 3 Arena R Systems Modeling Corporation
• 4 Charles Schwab Charles Schwab & Co
• 5 Clarify eFrontOfficeC Amdocs Ltd.
• 6 DIALOG++ Balder Technology Group Inc.
• 7 EDGE AIT Group Plc.
• 8 Enterprise Rent-A-Car's CIO Service Inc.
• 9 HTS HNC Software Inc.
• 10 Hummingbird Hummingbird Ltd.
• 11 iLuxo Suite iLux Co.
• 12 Imparto Suite Primus Knowledge Solutions Inc.
• 13 Inquisite Catapult Systems Corp.
• 14 IQSupport Application Suite Logica Advantagekbs Inc.
• 15 LeadMaster TM Lead Master Inc.
• 16 Owens & Minor Owens & Minor Inc.
• 17 PJM interconnection PJM Interconnection L.L.C.
• 18 Plan Magic Plan Magic Corp.
• 19 QAD QAD Inc.
• 20 Quadstone Quadstone Company
• 21 Quintus eContact TM Suite Avaya inc.
• 22 SalesLogix R QGate Software Limited
• 23 TeamPOINT Point Corp.
• 24 Tyson Foods Optio Software Inc.
• 25 VANTIVE VANTIVE Inc. (PeopleSoft Inc.)
 MARKETING STRATEGIES USING MIS

The role of Information Systems in devising Marketing

strategies has been increasing over the years.
Organizations derive the following benefits from
implementing Information Systems in marketing:
• Creating effective Marketing plans: Target market
identification, implementation of the entire marketing
campaign and finally setting up of required standards
criteria and evaluating the performance of the plans
generated.
• Customizing modules for specific requirements: Information
can be used to manage campaigns to retain customers,
vendors and optimize services regarding each contact.
• Managing critical business issues: Information Systems are
effectively used to manage critical issues, such as costs and
budget analysis, media policies, establishing milestones and
segment management for every campaign.
• Creating Product promotional strategies: Information Systems
are used to design, analyze and implement product
promotional strategies of a particular brand according to its
price, quality, and other related issues.
• Conducting market analysis: Information Systems can be used
to survey the potential market and this information can be
analyzed to develop specific target market strategies.
• Preparing comprehensive reports: Information Systems can
filter information to provide customized solutions to
marketers. This information can be viewed in various ways
such as summarized views, total, sub total, statistical views or
graphic views.
 Prepared by :-

• Shah Kamran Kareem (08D1354)

• Pratham Kankaria (08D1350)
• Shashaank Paul (08D1355)
• Vincent Singh (08D1358)