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    The document discusses marketing information systems (MKIS), which systematically collect, analyze, interpret, store, and disseminate internal and external market information to marketers on a regular basis. It describes two types of MKIS - for managers and for operational sales and marketing activities. The importance of MKIS is that it recognizes and evaluates customer needs and wants, records communication between firms and customers, and attracts potential customers. However, limitations include that MKIS software is expensive, requires new skills, depends on databases, and is not always preferred.

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    The document discusses marketing information systems (MKIS), which systematically collect, analyze, interpret, store, and disseminate internal and external market information to marketers on a regular basis. It describes two types of MKIS - for managers and for operational sales and marketing activities. The importance of MKIS is that it recognizes and evaluates customer needs and wants, records communication between firms and customers, and attracts potential customers. However, limitations include that MKIS software is expensive, requires new skills, depends on databases, and is not always preferred.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    4 views6 pages

    Presentation MR 2

    Uploaded by

    vishalbembde71
    The document discusses marketing information systems (MKIS), which systematically collect, analyze, interpret, store, and disseminate internal and external market information to marketers on a regular basis. It describes two types of MKIS - for managers and for operational sales and marketing activities. The importance of MKIS is that it recognizes and evaluates customer needs and wants, records communication between firms and customers, and attracts potential customers. However, limitations include that MKIS software is expensive, requires new skills, depends on databases, and is not always preferred.

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    of 6

    MARKETING RESEARCH

    NAME :- Vishal Bembde


    Roll No :- 221117
    MARKETING INFORMATION SYSTEM
    (MKIS)
    • Meaning And Defination of MKIS

    MKIS refers to the systematic collection, analysis, interpretation, storage


    and dissemination of the market information, from both the internal and external sources, to the marketers on a
    regular, continuous basis.
    TYPES OF MKIS

     MARKETING INFORMATION SYSTEMS FOR MANAGER

     MARKETING INFORMATION SYSTEM FOR OPERATIONAL SALES AND MARKETING ACTIVITIES


    IMPORTANCE OF MKIS

    o RECOGNISES CUSTOMER’S NEED AND WANT

    o EVALUATES CUSTOMERS’ NEED

    o RECOERDS COMMUNICATION BETWEEN FIRMS AND CUSTOMERS

    o ATTRACTS POTENTIAL CUSTOMERS

    o EVALUATES BUYER’S BEHAVIOUR


    LIMITATION OF MKIS
     MKIS SOFTWARE IS EXPENSIVE

     REQUIRES NEW SET OF SKILL

     DEPENDS ON DATABASE

     NOT PREFERRED

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