Marketing Information System.

• To manage business well is to manage it’s future

& to manage the future is to manage
information.
• In the long history of business enterprise,
management has devoted most of it’s attention
to manage money, materials, machines &
men but have given little attention to the fifth
critical resource of the firm Information.
• Three development.
a. From local to national to global marketing.
b. From buyer needs to buyer wants.
c. From price to non price competition.

• Marketing I.S. consists of people, equipment,

& procedure to gather, sort, analyze, evaluate
& distribute needed, timely & accurate
information to marketing decision makers.
 Marketing Information
Marketing System Marketing
Managers Environment

Target Market
Assessing
Internal Marketing
Analysis Information
Records Intelligence
Needs Marketing
channels

Planning
Marketing Competitors
Distribution decision Marketing
Implementati Information support research
on analysis Public

Control Macro
environment
I. Internal records system.
Reports on orders, sales, prices, inventory
levels, receivables, payables so on…
o The order to remittance cycle.
o Sales reporting system.
o Designing user oriented report system.
II. Marketing intelligence system.
Internal report system supplies managers
with result data, the marketing intelligence
supplies managers with happening data.
• Marketing intelligence system is a set of
procedures & sources used by manager to
obtain every day information about pertinent
development in marketing environment.
• Four ways of scanning environment.
a. Undirected viewing.
General exposure of information where the
manager has no specific purpose in mind.
b. Conditional viewing.
Directed exposure not involving active search
to a more or less clearly identified areas or
type of information.
c. Informal search.
A relatively limited & unstructured effort to
obtain a specific information or information for
a specific purpose.
d. Formal search.
A deliberate effort usually following pre
established plan procedure or methodology to
secure specific information.
• Sources of marketing intelligence.
o Marketing executives through their own reading books,
newspapers & trade publications.
o Talking to customers, suppliers, distributors & other
outsiders.
o Talking to other managers, personal within the
company.
• Steps to improve quality & quantity of marketing
intelligence.

o Train & motivate sales force.

o Motivating distributors, retailers & other middleman.
o Purchasing information from outside suppliers.
o Companies have established internal marketing
information system.
III. Marketing Research System.
It is the systematic design, collection,
analysis of data & findings relevant to specific
marketing situation facing the company.
• Marketing Research Process.
1. Defining the problem & research objective.
2. Developing the research plan.
3. Collecting the information.
4. Analyzing the information.
5. Presenting the findings.
1. Defining the problem & research objective.
A problem well defined is half solved.
2. Developing the research plan.
a. Data source.
o Secondary – Internal – External.
o Primary data.
b. Research approaches.
o Observational approach.
o Focus group approach.
o Survey approach.
o Experimental approach.
c. Research Instrument.
i. Questionnaire
o Form of questions.
o Close ended – Open ended.
o Wording of questionnaire.
o Sequence of questions.
ii. Mechanical instrument.
o Galvanometer – Interest or emotions.
o Tachistoscope – One hundredth of second.
o Eye camera.
d. Sampling plan.
o Sample unit.
o Sample size.
o Sampling procedure.
e. Contact methods.
o Telephone interview.
o Mail questionnaire.
o Personal interview.

3. Collection of information.
4. Analyzing the information.
5. Presenting the finding.
• Characteristics of good marketing research.
o Scientific method.
o Research creativity.
o Multiple methods.
o Healthy skepticism.
o Ethical marketing.
o Interdependence of models & data.
o Value & cost of information.

IV. Marketing decision support system.

o Computer marketing work stations.