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Marketing Information System: by Shyamnath

The document discusses marketing information systems. A marketing information system consists of people, equipment, and procedures to gather, analyze, evaluate and distribute timely and accurate information to marketing decision makers. It describes the order to payment cycle and how sales, order, and customer information is collected and distributed. It also discusses databases, data warehousing, and data mining as tools to analyze macroenvironmental forces including demographic, economic, socio-cultural, natural, technological, and political-legal factors that impact marketing decisions.

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Shyam Le Grand
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84 views10 pages

Marketing Information System: by Shyamnath

The document discusses marketing information systems. A marketing information system consists of people, equipment, and procedures to gather, analyze, evaluate and distribute timely and accurate information to marketing decision makers. It describes the order to payment cycle and how sales, order, and customer information is collected and distributed. It also discusses databases, data warehousing, and data mining as tools to analyze macroenvironmental forces including demographic, economic, socio-cultural, natural, technological, and political-legal factors that impact marketing decisions.

Uploaded by

Shyam Le Grand
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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MARKETING INFORMATION SYSTEM

By Shyamnath
10/15/2013 Shyam 1

Introduction
Management Information System: A management information system (MIS) provides information that is needed to manage organizations efficiently and effectively. E.g. ERP, EPM, SCM, CRM

Marketing Information System: A marketing Information System (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers.

10/15/2013

Shyam

The Order to Payment Cycle


Heart of the Internal Records System
Sales Rep, Dealers & Customers send orders to firm Sales Dept. prepares Invoices, transmits copies to various depts and back orders out of stock items. Acknowledgement from customers reaches.

10/15/2013

Shyam

Sales Information System


Marketing Managers need timely and accurate reports on current sales. Technological gadgets are revolutionizing sales info systems. Also help companies to have up to date information and improve productivity of the sales personnel. Interpretation must be done properly so as to avoid wrong conclusions.

10/15/2013

Shyam

Data Base, Data Warehousing And Data Mining


Data Base:

A database is an organized collection of data, today typically in digital form.


Data Warehousing: A data warehouse (DW) is a database used for reporting and analysis. Data Mining:

the process of discovering new patterns from large data sets involving methods at the intersection of artificial intelligence, machine learning, statistics and database systems.
10/15/2013 Shyam 5

Marketing Information System


1. Train and motivate the sales force to spot and report new developments. 2. Motivate distributers, retailers, and other intermediaries to pass along important intelligence 3. Network Externally 4. Setup Customer Advisory Panel 5. Take advantage of Government Data Resources 6. Purchase information from outside suppliers 7. Use online customer feedback system to collect competitive intelligence

10/15/2013

Shyam

Analyzing the Macroenvironment


Identifying the Major Forces

1. Demographic Environment
2. Economic Environment 3. Socio Cultural Environment 4. Natural Environment 5. Technological Environment 6. Political Legal Environment
10/15/2013 Shyam 7

Identifying the Major Forces


Example

Explosive Population growth (demographic) leads to more resource depletion and pollution (natural), which leads consumers to call for more laws (political-legal), which simulates new technological solutions (technological), which, if they are affordable (economic), may actually change attitudes and behavior (social cultural).

10/15/2013

Shyam

Any Queries ???

10/15/2013

Shyam

Bye

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