pr on mkis n mr

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MARKETING INFORMATION

SYSTEM:A Marketing Information System can be defined as 'a system in which

marketing information is formally gathered, stored, analyzed and distributed tomanagers in accord with their informational needs on a regular basis.

Kotler's definition says, an MIS is more than asystem of data collection or a set of informationtechnologies:

"A marketing information system is a continuing and

interacting structure of people, equipment and

procedures to gather, sort, analyze, evaluate, and

distribute pertinent, timely and accurate information for

use by marketing decision makers to improve their

marketing planning, implementation, and control".


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Basically ,the following elements frames MKIS :

It is an computerized system that is designed to provide an organizedflow of information to enable and support the marketing activities of anorganization.It serves the collaborative, analytical and operational needs of theorganization.

The design of the system is very comprehensive and flexible innature.so,that it integrate each other functionality.The system is very formal and forward looking and essential to the

organization s ability to create competitive advantage.

It is the firm s window on the world "and increasingly it is theprimary customer interface.


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Figure :The marketinginformationsystemsanditssubsystems.


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Introduction to Marketing Research :

"Marketing research is the function that links the consumer, customer, andpublic to the marketer through information - informationused to identifyanddefine marketing opportunitiesandproblems;generate, refine, andevaluate marketingactions; monitor marketing performance;andimproveunderstandingof marketingasa process.Marketing research specifies the

information required to address these issues, designs the methods forcollectinginformation, managesandimplements the datacollectionprocess, analyzes, andcommunicates the findingsand their implications."


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Managers need information in order to introduce products and services that create

value in the mind of the customer. But the perception of value is a subjective one, andwhat customers value this year may be quite different from what they value next year.As such, the attributes that create value cannot simply be deduced from commonknowledge. Rather, data must be collected and analyzed. The goal of marketingresearch is to provide the facts and direction that managers need to make their more

important marketing decisions.

To maximize the benefit of marketing research, those who use it need to understandthe research process and its limitations.


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American Marketing Association (AMA) - Official Definition of Marketing Research

MARKETING RESEARCH ACCORDING TO AMA the gathering, recording andanalyzing of all data about problems relating to the transfer and sale of goods and

services from producer to consumer.However , the AMA has redefinedmarketingresearch as a function which links the consumer,customer,and public to the marketer

through information-information used to identify and define marketing opportunitiesand problems ;generate,refine,and evaluate marketing actions, monitor marketingperformance; and improve understanding of marketing as a process.marketing research in nutshell is all about

Linking the customer, consumer and public with the marketer through informationwhich is used to identify and define marketing opportunities and problems. ...

the process of systematically gathering, analyzing and interpreting data pertaining to

the company's market, customers and competitors, with the goal of improvingmarketing decisions.


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The identification of informational needs, the collection of relevant data, the analysisand interpretation of that data, and the reporting of that information (along with related

recommendations) to senior management to improve decision making related tomarketing. ...

The facilitating function of collecting and interpreting data on consumer demands and

characteristics so that firms can develop new products and sell existing ones profitably.

The process of collecting, analyzing and evaluating information/data about anorganization's customers (market).

The Marketing research Process.Marketing research is gathered using a systematic approach. An example of one follows:

1. Define the problem .

2. Determine research design.

3. Identifydata typesandsources.

4. Designdatacollection formsand questionnaires.


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5. Determine sample planandsize .

6.Collect the data.

7.Analyze andinterpret the data.

8. Prepare the research report.


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Why need marketing research?

PRODUCTS AND SERVICES RESEARCH

CUSTOMER OR MARKET RESEARCH

SALES AND POLICIES RESEARCH

PROMOTION RESEARCH


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MR IS A PART OF MKIS HOW?

According to Cox andGood MKIS isaset of proceduresAnd methods for regular and plannedcollection, analysis,

And presentation ofinformationin marketingdecisions.It includesinternal recordssystem, marketingdecision Support system, marketing research system andinformation

Analysissystems.


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Distinctionbetween MR and MIS:

PURPOSE:MRaimsat problem solving problems,wherasMIS isconcernedwith both preventingandsolvingproblems.

CONTINUITY:MR iscontinuous but conductedona projectto project basis, while MIS isacontinuousprocess.

ORIENTATION:MR focuses on past andpresent information,whereasMIS is oriented towards future.

DATA:MR mainlydealswith externaldata.but MIS dealswith both externalandas wellasinternaldata.

USE OF COMPUTER:MR maynot be based oncomputers.but MIS isnecessarilybased oncomputers.

pr on mkis n mr

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