Marketing Information System

MARKETING INFORMATION SYSTEM
Discussion
1. Marketing System 2. Marketing Information System 3. Marketing Research
MARKETING SYSTEM
Marketing system - is the process of executing plans, concept, price, promotion and distribution of goods and services to create exchange that satisfy individual and organizational goals in a methodical and efficient manner
MARKETING SYSTEM
A marketing system is comprised of a number of elements: 1. Raw materials 2. Process / Service 3. Finished products
Elements of Marketing System
MARKETING SYSTEM
4. Characteristics of participants 5. Functions or roles that each participant performs in the market 6. Locations, stages, timetable and physical infrastructures
Elements of Marketing System
MARKETING SYSTEM
Marketing System Functions 1. Exchange functions - buying - selling - pricing
Marketing System Functions
MARKETING SYSTEM
Marketing System Functions 2. Physical functions - assembling - transport and handling - storage - processing and packaging - grading and standardization.
MARKETING SYSTEM
Marketing System Functions 3. Facilitating functions - financing and risk-bearing - market information - demand and supply creation - market research
MARKETING SYSTEM
Communication
Goods / Services INDUSTRY (a collection of sellers) Money MARKET (a collection of buyers)
Information

Consist of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers.

It provides management with rich detail about buyer wants, preferences and behavior. It relies on internal company records, marketing intelligence activities, and marketing research.

Tasks of MIS: 1. Define the information requirements of the marketer 2. Develop the needed information
Tasks of MIS
3. Distribute the information at the time they are needed
Tasks of MIS

The Concept of the MIS
DEFINING INFORMATION NEEDS
involving
1. Marketing planning 2. Marketing execution 3. Marketing control
DEVELOPING INFORMATION
through
1. 2. 3. 4.
Internal records Marketing intelligence Marketing research Information analysis
DISTRIBUTING INFORMATION
to
Decision Makers in Marketing
Internal Company Records

Marketing managers rely on internal reports of orders, sales, prices, costs, inventory levels, receivables, payables and so on. By analyzing this information, they can spot important opportunities and problems. Internal records systems supplies results data.
Internal Company Records

1. Order-to-Payment Cycle 2. Sales Information System 3. Databases, Data Warehousing, and Mining
Marketing Intelligence System

A set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.
Marketing intelligence system supplies happenings data.

Marketing managers collect marketing intelligence by: reading books, newspapers and trade publications
talking to customers, suppliers, and distributors

How to collect marketing intelligence

monitoring social media on the Internet via online discussion groups, e-mailing lists and blogs meeting with other company managers
How to collect marketing intelligence

Steps a company can take to improve the quality of its Marketing Intelligence: a. Train and motivate the sales force to spot and report new developments. b. Motivate distributors, retailers, and other intermediaries to pass along important intelligence.
How to Improve Marketing Intelligence

c. Network externally. d. Set up a customer advisory panel.
e. Take advantage of government data resources.

f. Purchase information from outside suppliers. g. Use online customer feedback systems to collect competitive intelligence.
MARKETING RESEARCH
- Systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation.
MARKETING RESEARCH
MR aims to provide answers to many questions including those on:
1. 2. 3. 4. 5. Market potentials Market share Market characteristics Sales Business trends 6. Short-range forecasts 7. Competitive products 8. Long-range forecasts 9. Existing products
MARKETING RESEARCH PROCESS

DEFINE THE PROBLEM AND RESEARCH OBJECTIVES
Not too broad, not too narrow. Be specific.
Develop a plan for gathering needed information and its cost. Decide on data sources, research approaches, DEVELOP THE instruments, sampling plan and contact method RESEARCH PLAN
COLLECT THE INFORMATION
The most expensive and prone to error stage of MR. Obstacles are respondents not available; uncooperative; biased or dishonest answers
MARKETING RESEARCH PROCESS

Tabulating data and frequency distribution ANALYZE THE Use of statistical tools
INFORMATION
Be proactive in translating data and info into insights and recommendation PRESENT THE Present findings in an understandable and compelling fashion FINDINGS
MAKE THE DECISION
Weigh the evidence Pros and Cons; Advantages and Disadvantages
Factors to consider in gathering marketing information:

1. Needs, wants, demands 2. Fads, trends and megatrends 3. Environmental forces
Demographic Economic Social-cultural Natural Technological Political-legal
Needs and Wants

Needs goods or services necessary for survival Wants - goods or services that are desired or interested to have or to do but not a necessity. Demands are wants for specific products backed by ability to pay.
Factors to consider in gathering marketing information
Fads, Trends and Megatrends

Fad unpredictable, short-lived and without social, economic and political significance Trend is a direction or sequence of events that has some momentum and durability; more predictable and durable than fads.
Fads, Trends and Megatrends

Megatrends large social, economic, political and technological changes that are slow to form, and once in place, they influence us for some time between seven to ten years, or longer.
Environmental Forces
Demographic
a. Awareness of population growth b. Changing mixes of age, ethnic and educational levels c. The rise of nontraditional families d. Large geographic shifts in population
Economic environment
a. b. c. d. Income distribution Savings Debt Credit availability
Social-cultural
1. Peoples view of
a. b. c. d. e. f. Themselves Others Organizations Society Nature Universe
2. Societys core and secondary values
3. Needs of different subcultures within a society.
Natural environment
a. Increasing concern on the environments health b. Sustainability and green marketing programs
Technological environment
a. b. c. d. Accelerating pace of change Unlimited opportunities for innovation Varying Research and Development budgets Increased government regulation on technological changes
Political-legal environment
a. Increase in business legislation b. Growth of special interest groups
Thank you
Sources: Marketing Management Philip Kotler and Kevin Lane Keller 13th edition 2010, Prentice Hall Principles of Marketing Roberto Medina 2008, Rex Bookstore http://www.fao.org/wairdocs/ilri/x5547e/x5547e00.htm#Contents

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MARKETING INFORMATION SYSTEM

Elements of Marketing System

Elements of Marketing System

Marketing System Functions

Goods / Services INDUSTRY (a collection of sellers) Money MARKET (a collection of buyers)