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MIS in Marketing: A Case Study Analysis

The document discusses the role of management information systems in marketing. It describes how companies use MIS to gather internal records like sales, costs, and inventory data as well as market intelligence from sources like customers, suppliers, and publications. This information helps marketing managers make better decisions around choosing markets, product development, and marketing planning. It provides examples of how one company uses an internal sales information system and customer database to track customer information and sales data.

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Nazneen Akter
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358 views11 pages

MIS in Marketing: A Case Study Analysis

The document discusses the role of management information systems in marketing. It describes how companies use MIS to gather internal records like sales, costs, and inventory data as well as market intelligence from sources like customers, suppliers, and publications. This information helps marketing managers make better decisions around choosing markets, product development, and marketing planning. It provides examples of how one company uses an internal sales information system and customer database to track customer information and sales data.

Uploaded by

Nazneen Akter
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Role of Management Information System in Marketing : A case

study of ........Company Ltd*/ *Role of Management Information


System in Marketing in terms of Manufacturing/Service
Organization in Bangladesh

Name: A. F. M. SAKIB AMAN


ID: 1009082107
Why Information?

Companies with superior information enjoy a


competitive advantage.
The company can :
1)choose its markets better,
2)develop better offerings, and
3)execute better marketing planning
Paths and Channels

• Every firm must organize and distribute a


continuous flow of information to its marketing
managers.
• Companies study their managers' information
needs and design marketing information
systems (MIS) to meet these needs.
ELEMENTS OF MIS

consists of:
• people,
• equipment, and
• procedures to gather,
• sort,
• analyze,
• evaluate, and
• distribute needed, timely, and accurate
information to marketing decision makers.
MIS has three components
1. Internal records system

2. Marketing intelligence system

3. Marketing research system


Internal Records

• Marketing managers rely on internal reports on:


1. orders,
2. sales,
3. prices,
4. costs,
5. inventory levels,
6. receivables,
7. Payables
[Link] analyzing this information, they can spot
important opportunities and problems.
Internal Records
Sales Information System
Marketing managers need timely and accurate reports on
current sales.
• XYZ Ltd.
• knows the sales of each product by store and total each
evening.
• enables it to transmit nightly orders to suppliers for new
shipments of replacement stock.
• xyz shares its sales data with its larger suppliers such as
P&G and expects P&G to re-supply XYZ stores in a timely
manner.
• XYZ has entrusted P&G with the management of its
inventory. Outsourcing
customer database
customer database will contain every customer's:
1. Name,
2. Address,
3. Past transactions,
4. Demographics and
5. Psychographics (activities, interests, and
opinions) in some instances.
The Marketing Intelligence System

• is a set of procedures and sources


managers use to obtain everyday
information about developments in the
marketing environment.
Sources of Information
Marketing managers collect marketing intelligence
by:
1. reading books,
2. newspapers, and trade publications;
3. talking to customers, suppliers, and
distributors; and
4. meeting with other company managers.
THANKS
TO
ALL

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