What are the components of a modern marketing information system CHAPTER-3, SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND, AND CONDUCTING MARKETING RESEARCH. KOTLER MARKETING MANAGEMENT

1. CHAPTER -3

2. WHAT ARE THE
OF
A
?

3. MARKETING INFORMATION SYSTEM(MIS) –
It consists of
people, equipment, and procedures to
gather, sort, analyze, evaluate, and distribute
needed, timely, and accurate information to
marketing decision makers.

4. SOME COMPANIES HAVE
THAT PROVIDE RICH DETAIL
ABOUT--
1.BUYER WANTS
2.BUYER PREFERENCES
3.BUYER’S BEHAVIOR
4.AS WELL AS CONSUMPTION
PATTERNS

5. EXAMPLE:-
NOKIA
NOKIA faced various challenges while creating LOW-
COST phones for illiterate poor in emerging markets.
They came up with an “ICON-BASED” menu
that allowed illiterate users to navigate
without trouble.
Also these phones had to be more durable since they
were among the most expensive products in the
household.

6. A MARKETING INFORMATION SYSTEM RELIES ON:
1. INTERNAL RECORDS
SYSTEM
2. MARKETING
INTELLIGENCE SYSTEM
3. MARKETING
RESEARCH SYSTEM

7. THE COMPANY’S MIS SHOULD BE A MIXTURE OF:
•WHAT MANAGERS THINK THEY NEED
•WHAT MANAGERS REALLY NEED
•WHAT IS ECONOMICALLY FEASIBLE

8. These slides were created
by NANDINI GUPTA, AKGEC Ghaziabad,
during a Marketing internship
by Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com )