Marketing

Information System
Te a m :
V a rg h e se Jo h n ( 1 0 2 1 0 3 5 )
A ru n A n a n d M ( 1 0 2 1 0 0 7 )
R ia To n y ( 1 0 2 1 0 4 9 )
M a th e w A lexa n d e r ( 1 0 2 1 0 5 7
V a ru n S ( 1 0 2 1 0 5 8 )
 Definition
 Definition of MIS by Philip Kotler:

 "A marketing information system is a continuing and

interacting structure of people, equipment and

procedures to gather, sort, analyse, evaluate, and
distribute pertinent, timely and accurate information
for use by marketing decision makers to improve their
marketing planning, implementation, and control".


 'People, equipment and procedures to gather, sort, analyze,

evaluate and distribute needed, timely and accurate
information to marketing decision makers' (Gray Armstrong,
2008)

 Need for MIS
 A marketing information system (MIS) is intended to bring
together disparate items of data into a coherent body of
information.


 An MIS is, more than raw data or information suitable for the
purposes of decision making.
 Function
 Classification

 Measurement and Analysis

 Decision Model

 Reporting System

 Information Retrieval System

 Asses, develop and distribute information


 COMPONENTS
Information

Data
MARKETING Internal Marketing Strategic
ENVIRONMENT Report Research Decisions
System System
Markets
Channels
Competitiors Control
Decisions
Political
Legal Marketing Marketin
Economy Intellige g Models Operationa
nce l
Technology System Decisions

Marketing Decisions & Communications

 Internal Report System
 Collection of information from data sources within the
company.


 From departments like marketing, accounting, sales force ,

manufacturing and sales.
 Market Research System
 Marketing research is a proactive search for information.


 Involves design, collection, analysis and reporting of data

about a situation

 Market Intelligence
System
 A marketing intelligence system is a set of procedures and
data sources used by marketing managers to sift
information from the environment that they can use in their
decision making.
 It involves them in scanning newspapers, trade magazines,
business journals and reports, economic forecasts and
other media.
 In addition it involves management in talking to producers,
suppliers and customers, as well as to competitors.
 Nonetheless, it is a largely informal process of observing and
conversing.
 Marketing Models
 Within the MIS there has to be the means of interpreting
information in order to give direction to decision. These
models may be computerised or may not.
 Typical tools are:
 · Time series sales modes
· Brand switching models
· Linear programming
· Elasticity models (price, incomes, demand, supply, etc.)
· Regression and correlation models
· Analysis of Variance (ANOVA) models
· Sensitivity analysis
· Discounted cash flow
· Spreadsheet 'what if models
 These and similar mathematical, statistical, econometric and
financial models are the analytical subsystem of the MIS.
Interface Components

U se r In te rfa ce A p p lica tio n S o ftw a re

M a rke tin g S yste m S o ftw a re

D a ta b a se
Process of MIS
 Advantages
 Core Benefits

 Market Monitoring

 Strategy Development and Implementation

 Functional Integration

 Substantial cost saving is realized.

 Marketers understanding or environment is increased.

 Decision making effectiveness is upgraded.

 Information value is improved.

 MIS Software
MIS Name Company
iLuxo Suite Lux Co.

3M GEDW Teradata Comp.,

Clarify eFrontofficeC Amdocs Ltd.

Charles Schwab Charles Schwab & Co.

Inquisite Catapult Systems Corp.

Arena R Systems Modeling Corporation

DIALOG++ Balder Technology Group Inc.

Hummingbird Hummingbird Ltd.

Owens & Minor Owens & Minor Inc.

 EXAMPLE
Agmarknet



MIS in LIC
Indian Agriculture Scene
 http://agmarknet.nic.in/

 AGMARKNET envisages linking all important agricultural

produce markets in the Country.
 Brochure
 MIS in LIC
 Marketing Information


 Promotion mix


 Awareness for Target Audience


 Information system for LIC Agents & Marketing heads


 Public Relation


 Flow of Activities
(In formations)

Standardization of Customization Of
Information Information

No. of Steps for Analysis

Simplicity in Information
THANK
YOU…!!!