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    BIS Marketing

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    mikhil.murali
    The document discusses the functional aspects of business information systems, focusing on marketing systems. Marketing systems support the marketing function through interactive marketing, targeted marketing, and sales force automation. They provide information to support product development, distribution, pricing decisions, and promotional effectiveness. Marketing information systems use internal and external databases along with transaction processing systems to provide operational and applications databases and analytics to support marketing.

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    BIS Marketing

    Uploaded by

    mikhil.murali
    7 views14 pages
    The document discusses the functional aspects of business information systems, focusing on marketing systems. Marketing systems support the marketing function through interactive marketing, targeted marketing, and sales force automation. They provide information to support product development, distribution, pricing decisions, and promotional effectiveness. Marketing information systems use internal and external databases along with transaction processing systems to provide operational and applications databases and analytics to support marketing.

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    The document discusses the functional aspects of business information systems, focusing on marketing systems. Marketing systems support the marketing function through interactive marketing, targeted marketing, and sales force automation. They provide information to support product development, distribution, pricing decisions, and promotional effectiveness. Marketing information systems use internal and external databases along with transaction processing systems to provide operational and applications databases and analytics to support marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    7 views14 pages

    BIS Marketing

    Uploaded by

    mikhil.murali
    The document discusses the functional aspects of business information systems, focusing on marketing systems. Marketing systems support the marketing function through interactive marketing, targeted marketing, and sales force automation. They provide information to support product development, distribution, pricing decisions, and promotional effectiveness. Marketing information systems use internal and external databases along with transaction processing systems to provide operational and applications databases and analytics to support marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    Business Information System

    Functional aspects of BIS


    Marketing System Manufacturing / Operational System Human Resource System Financial Management System Accounting Information System

    Business Information System


    Marketing

    Functional aspects of BIS -----

    Marketing Systems
    Marketing Information Systems provide information technologies that support major components of the marketing function:
    Interactive Marketing Targeted marketing Sales Force Automation

    Fig 5.3

    Marketing Information Systems

    Marketing systems are concerned with


    Existing products in existing markets New products and new markets

    Serving present and potential customers

    Marketing IS
    supports managerial activities in
    product development, distribution, pricing decisions, promotional effectiveness

    Databases of internal data

    Databases of external data

    Manufacturing DSS

    Business transactions

    Transaction processing systems

    Databases of valid transactions for each TPS

    Marketing IS

    Marketing applications databases

    Sales by customer Sales by salesperson

    Operational databases

    Sales by product Pricing report Total service calls Customer satisfaction

    Manufacturing ES

    Inputs to Marketing MIS


    Strategic plan and corporate policies The TPS External sources:
    The competition The market

    Components of target marketing

    Demographic/ Psychographic

    Online Behaviour

    Context

    Community

    Content

    Components of target marketing


    Community: virtual communities of online sporting enthusiasts or art/craft hobbyists
    Content: content of an ad for a product campaign on the home page of search engine Context: Advt is targeted at people who are looking for info about a subject matter

    Demographic/Psychographic: target specific classes unmarried, 20+ middle income


    Online Behaviour: frequency of visiting websites by individual. Web cookies

    Sales Force Automation


    Outfit sales force with
    Notebook computers,
    Web browsers Sales contact software Marketing websites Company intranet

    Goals
    Increase personal productivity Speed up capture and analysis of sales data Gain strategic advantage

    Identify TPS,MIS,DSS,EIS in the Marketing


    TPS Order Processing MIS Sales management DSS Sales analysis - region wise

    EIS Sales trend forecasting 5year

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