4 - Eng MIS

Marketing Management
Part II: Understanding the Marketplace and

Consumers
Lecture – 4
“Marketing Information System”

(MIS)
 Marketing Information System
 Assessing Marketing Information Needs
 Developing Marketing Information
 Marketing Research
 Analyzing and Using Marketing Information
People and procedures dedicated to assessing
information needs, developing the needed
information, and helping decision makers to
use the information to generate and validate
actionable customer and market insights.
Demographic Intermediaries Technological
& Economic & Natural
Environment Environment
Product
Suppliers
Publics
Target
Place
Price
Customers
Promotion
Political Social
& Legal Competitors & Cultural
Environment Environment
1. Assessing Marketing Information Needs
2. Developing Marketing Information
3. Analyzing, Distributing, and Using
Marketing Information
A marketing information system (MIS)
provides information to the company’s
marketing and other managers and
external partners such as suppliers,
resellers, and marketing service agencies.
• A good MIS balances the information users would like to have
against what they really need and what is feasible to offer.
User’s Needs
MIS Offerings
• The cost of obtaining, analyzing, storing and delivering

information should be assessed compared to value of the
information.
Marketers can obtain needed information from,
Internal Data
Marketing Intelligence
Marketing Research
Internal Data
• Internal databases are collections of consumer and market information obtained
from data sources within the company’s network (What has happened?).
• Usually can be accessed more quickly and cheaply.
• Internal information is often collected for other purposes.
• Keeping the database current requires a major effort.
• Managing information requires highly sophisticated equipment and techniques.

Marketing
Intelligence
• The systematic collection and analysis of publicly available
information about consumers, competitors and developments in
the marketing environment.
• The goal of competitive marketing intelligence is to improve

strategic decision making by understanding the consumer
environment, assessing and tracking competitors’ actions and
providing early warnings of opportunities and threats (What’s
going on and what will happen?).
Marketing
Intelligence
Sources
 Observing consumers  Suppliers and resellers
 Quizzing company  Government agencies
personnel  Competitive analysis
 Benchmarking  Trade associations
competitors’ products  Information companies
 Researching the internet  Sales force as “eyes and
 Monitoring internet ears”
buzz  Ghost shopping
 News, publications  Searching competitors’
 Key customers garbage
Marketing Research
The systematic design, collection, analysis, and reporting of

data and findings relevant to a specific marketing situation
facing an organization.
Eg. -
Customer motivation
Purchase behavior
Customer satisfaction
The Marketing
Research Process
Implementin
g the
Defining the Developing the
problem and research plan for research plan Interpreting
– collecting and reporting
research collecting and
objectives information the findings
analyzing the
data
• Marketers must have a proper understanding on the problems that they
encounter which need to be solved by knowing more about the matter.
• Then they need to prepare a research plan to achieve their objectives in

reasonable and truthful way. I
• It needs to determine why, who, when, where, what and how are they going to
carry the research on.
• Finally, it needs to collect the required information and analyze them

appropriately (eg using relevant statistics)
• Marketing information has no value until it is used to make
better marketing decisions.
• Processed and analyzed information must be made available to
the right decision makers at the right time.
• Thus, the MIS must make the information readily available to
managers and others who need it.
• Many firms use company intranet and internal CRM systems to
facilitate this process.

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Marketing Management

Part II: Understanding the Marketplace and

“Marketing Information System”

• The cost of obtaining, analyzing, storing and delivering

• Usually can be accessed more quickly and cheaply.

• Internal information is often collected for other purposes.

• Keeping the database current requires a major effort.

• Managing information requires highly sophisticated equipment and techniques.

• The goal of competitive marketing intelligence is to improve

The systematic design, collection, analysis, and reporting of

• Then they need to prepare a research plan to achieve their objectives in

• Finally, it needs to collect the required information and analyze them

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