MARKETING INFORMATION SYSTEM

INFORMATION NEEDS

1. What decisions do you regularly make?

2. What information do you need to take these decisions?

3. What information do you regularly get?

4. What special studies do you periodically need?

5. What information are you not getting now?

6. What is the frequency of receipt of information?

7. What magazines & trade reports would you read

regularly?

8. What topics would you like to be kept informed of?

9. What data analysis programs do you need?

10. What improvement do you want in the present MIS?

DATA AND INFORMATION

A status of what exists or what has happened is

data.

Information is processed ( analyzed, filtered,

integrated) data, that facilitates easier and correct

interpretation and adds value to the process of

decision making in the specific situation.

Information for one person may be simply data for

another.

Information today for you may become just data

tomorrow.

Information is decision specific.

SOURCES OF DATA

Internal Records

Sales information System

Database, Data Warehousing and Data Mining.

Marketing Intelligence System

1. Reports from salesmen

2. Reports from distributors

3. External networks

4. Customer advisory panel

5. Government publications

6. Trade associations

7. Purchased database

8. Online feedback of customers

FADS, TRENDS AND MEGATRENDS

1. Fad is unpredictable, short lived and without much

(social, economic or political) significance.

2. A trend is a direction of events that has some

momentum and durability. Trends are predictable

and have a relevant impact on the future.

3. A Mega-trend is a large social, economic or

political change which is durable in nature and

have a significant impact on the future.

NEEDS , WANTS AND DEMANDS

1. Needs are basic human requirements. They can

not be influenced by marketing people.

2. Wants are directions towards the broader things

or object groups which can satisfy the needs.

Wants are culture dependent. Marketers have , at

best , a partial control on the wants .

3. Demands are wants for specific products or

services backed by an ability to pay. Marketers

can have a substantial influence on the demand.

MACRO-ENVIRONMENT ANALYSIS : PEST

ANALYSIS

Political environment

Economic environment

Socio-Cultural environment

Technological environment

DEMOGRAPHIC ENVIRONMENT

World wide growth in population

Population age mix

Literacy level

Income level

Income distribution

Languages

Faiths and beliefs

Inflation

Freedom

Exposure to others

CONCEPT OF VALUE

1. Value is directly proportionate to the Quality and

Performance of the product or service.

2. Value is inversely proportionate to the price of the

product or service.

3. There is no direct measure of the Absolute Value.

4. In Marketing, we always refer to the Value

Perceived by the Customer.

CONSUMER AND CUSTOMER

Consumer is the ultimate user of the product or the

service.

Marketers may or may not know the consumer.

Customer is the person or a business entity who

buys the product or service.

Customer need not always be the end user. He can

be only an intermediary.

Marketers must always know their customers. All

marketing actions are directed towards influencing

the customer.

Customer is a Reality. Consumer is only Statistics.