Use as a reference only….!!!!
Meaning
A marketing information system consist of people
and procedure for assessing informational need developing information and
helping decisions maker to use the information to generate and validate
actionable customers and market insight. Marketing information system began an
end with information. First marketing information system interact with
information need second it interact with marketing environment through internal
database, marketing intelligence activities, and marketing research. In
conclusion, the MIS help users to analyze and use information to develop
customer insights, make marketing decision and manage customer relationship.
Assessing
Marketing Information Need
Good marketing information systems balance the
information what the customer really need and what is feasible to offer. The
company which designing the information system must consider the needs of all.
Sometime the information may not sufficient enough to forecast but in sometime
greater extent by obtaining, analyzing, storing and delivery information by
itself has no worth unit its value come from its use.
Components
of Marketing Information System
a. Internal
Database: - Many companies
build extensive internal database collection of consumer and market
research obtained from different sources especially the company network.
Marketing manager get the information from customer transaction demographic variables,
psychographic variable and buying behaviour. The sales force report about
customer, dealer, retailer, competitors and marketing channel. Here is an
example:-
Pizza Hut Database contain detail customer data
on to million customer received from phone, online order and point-of-sale
transaction having more than 7500 restaurants in United States of America.
b. Marketing
Intelligence System:- The marketing intelligence
system provides information about everyday
happening in the marketing environment. According to Philip Kotler,” Marketing
intelligence system is a set of procedure and sources used by managers to
obtain everyday information about the market in the marketing environment.”
The sources of
Marketing Intelligence System are:-
·
Marketing Managers:-
Ø From Books
Ø Magazines
Ø Newspaper
Ø Customer
Ø Suppliers
Ø Distributors
·
Sales Force
·
Outsourcing
(Marketing Detective)
·
Middle Man
·
Specialist
(Mystery Shopper)
·
Marketing
Information Section (Internet Surfing)
c. Marketing
Research:- Research is the
systematic gathering of
information. Marketing research is the systematic
enquiry undertaken to help resolve a specific market problem. According to
Phillip Kotler,” Marketing Research is the systematic design, collection,
analysis and reporting of data and finding relevant to a specific marketing
situation facing by the company.”
·
Features of
Marketing Research:-
Ø Systematic
Ø To the fact
Ø Objective
Ø Problem-Oriented
Ø Decision Making
·
Process of
Marketing Research:-
Ø Defining the problem:- The problem should be
defined carefully which should be based on literature review, experience
survey, case study and brainstorming.
Ø State the research objective:- The objective of
the research should be stated clearly and precisely objective should follow
from the problem defined for research, hypothesis can also be posed. It
explains relationship between variables. It implies cause and effect
relationship.
Ø Develop research
plan:- It is a research methodology for gathering the needed information it
deal with decision on:-
o Data Sources
o Sampling Method
i.
Sampling Plan
ü Sampling Unit:-
Who to be researched.
ü Sampling Size:-
How many people should be researched.
ü Sampling Procedure:- How should the
representative respondent should be chosen.
Ø Collecting needed information:- Collection of
primary data involve field study where questionnaire and interview are
conducted.
Ø Analyzing the Data:- It involve coding,
tabulating and statistical analysis of data. Appropriate statistical tools are
used to analyze and interpreted the collected data objective.
Ø Report Finding:- Research findings are reported
to the relevant client in the form of written report and oral presentation to
make effective marketing decision.
Areas of Marketing Research:-
a. Corporate
Research
·
Image of the
organization
·
Environmental opportunity
and threat
·
Environmental
impact and response of marketing
·
Short and Long
planning
·
Causes of
performance deviation
·
Social
responsibility of marketing
b. Sales
Research
·
Market
Segmentation
·
Market Share
Analysis
·
Sales analysis by
product, territory market
·
Sales forecasting
·
Market potential
analysis
c. Competition
Research
·
Intensity of
Competition
·
Competitors
strategy
d. Product
Research
·
New product
development and acceptance
·
Product testing
·
Product lifecycle
Ø Introduction
(Lunch)
Ø Development
(Growth)
Ø Maturity
Ø Decline
·
Product loyalty
(Brand Loyalty)
·
Packaging, Design
and Testing
·
Product
Positioning
·
Test Marketing
e. Price
Research
·
Pricing Trend
·
Cost Structure
·
Competition
oriented pricing
f. Place
Research
·
Performance and effectiveness
of channel
·
Channel structure
·
Channel dynamic
and conflict
·
Warehouse
location
·
Transportation
mode
·
Physical
distribution cost
g. Promotion
Research
·
Media Research
·
Advertisement
Effectiveness
·
Copy Testing
(Design)
·
Impact of Sales
Promotion
·
Channel Promotion
h. Customer
Research
·
Motivational
·
Preference
·
Attitudinal
·
Consumption
Pattern
·
Needs and Wants
·
Level of
Satisfaction
Profile of Customer
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