By : Fachry Frisandi (13507027)

Information System Laboratory - Bandung Institute of Technology

 What is Marketing?
ë
r
 is the process by which companies
determine what products or services may be of interest
to customers, and the strategy to use in sales,
communications and business development.
Marketing management
process
ë
ë !nalysing market structure and behaviour
ë Researching and selecting market opportunities
ë Developing marketing strategies
ë Planning marketing tactics
ë Implementing and controlling marketing efforts
The Challenges of Marketing
ë
ë jigh volume, high speed work
ë The high variety of works
ë The complexity of interactions
ë The issue of preferences
ë jighly competitive market
ë Rapidly changing in market environment
ë
 ë
What does marketing
manager need?
 ë
Marketing Information
System
 The definition
ë
Marketing Information System was seen as  




  
 for the regular planned
analysis and presentation of information for use in making
marketing decisions.
[Cox and Good]
 Role of MKIS
ë
Ý 
     

the information related to marketing process for use by
marketing decision maker to improve their marketing
planning, implementation and control.
The components
ë
Internal records or Internal
Reporting System
ë
Informasi diintegrasikan dan dilaporkan
kepada marketing decision maker sehingga
pengambilan keputusan dapat
dioptimalkan.
 Marketing Intelligence
ë
! 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.
 Marketing research
ë
Marketing research is a proactive search for
information. That is, the enterprise which commissions
these studies does so to solve a perceived marketing
problem.
 Marketing Model
(Support !nalysis)
ë
! mechanism to represent informations related to
marketing so that decision maker can make a
better decision.
Typical tools are :
Time series sales modes
Brand switching models
Linear programming
Elasticity models
Regression and correlation models
 ë
MKIS to support
marketing process
ë
 ë
Where is the Position of
MKIS among another
information systems used in
the organization?
ë
The !pplication
ë Starbucks extensively
uses marketing
information system to
analyze their market
environment and
improve the decision
making process.
 ë

It·s Done... Thank You!