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MARK ANTHONY R. CASEM, MBAPresenter
01 June 2013
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A Marketing Information System ( MKIS) is astructure consisting ofpeople equipment,and procedures to continually gather andanalyze data to provide marketing managerswith information they need to makedecisions.
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1.To define the information requirements of themarketer;
2. To develop the needed information; and
3. To distribute the information at the time theyare needed
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Involving
DEFININGINFORMATIONNEEDS
MarketingPlanningMarketingExecution MarketingControl
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through
DEVELOPINGINFORMATION
InternalRecords MarketingIntelligence MarketingResearchInformationAnalysis
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to
DISTRIBUTINGINFORMATION
DECISION
MAKERS INMARKETING
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INTERNALRECORDS
AccountingRecords
Sales departmentrecords
Customerservice
departmentrecords
Informationgathered by
otherdepartment
ManufacturingRecords
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Refers to the gathering of everyday information
about developments in the marketingenvironment.
The sources of intelligence information arevaried. They may be internal or they may be
external
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It compliments marketing intelligence inproviding useful, information to themarketing department.
- Defined as the systematic gathering,recording, and analyzing of data problemsrelating to the marketing of goods and
services.
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MARKETING RESEARCHserves to provide answers to
many questions including thoseon:
Competitiveproducts ExistingproductsLong-rangeforecasts
Sales Short-rangeforecastsBusiness Trends
MarketCharacteristicsMarketPotentialMarket Share
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Is undertaken by using the scientificmethod which may be defined as a
decision
making approach thatfocuses on being objective and orderly
in testing ideas before accepting
them.
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DEFINITION OF THEPROBLEM
SITUATION ANALYSIS
OBTAINING PRIMARYDATAINTERPRETATION OFDATA
PROBLEM SOLUTION
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The information which areobtained from internal records
and the marketing intelligencesystem should be subjected toanalysis using the methods
applied in marketing research.
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The last activity required of anMKIS is the actual distribution
of information to managers.This is designed to providethem with a better view in
making marketing decisions.
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1. What is a marketing information system?2. What is marketing intelligence?3. What is marketing research?4. What steps are considered in the marketing
research process?
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Identify a small business whichyou consider to benefit frommarketing research. Whatspecific area of research would
you recommend?
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