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CHAPTER -3
WHAT ARE THE
OF
A
?
MARKETING INFORMATION SYSTEM(MIS) –
It consists of
people, equipment, and procedures to
gather, sort, analyze, evaluate, a...
SOME COMPANIES HAVE
THAT PROVIDE RICH DETAIL
ABOUT--
1.BUYER WANTS
2.BUYER PREFERENCES
3.BUYER’S BEHAVIOR
4.AS WELL AS CON...
EXAMPLE:-
NOKIA
NOKIA faced various challenges while creating LOW-
COST phones for illiterate poor in emerging markets.
Th...
A MARKETING INFORMATION SYSTEM RELIES ON:
1. INTERNAL RECORDS
SYSTEM
2. MARKETING
INTELLIGENCE SYSTEM
3. MARKETING
RESEARC...
THE COMPANY’S MIS SHOULD BE A MIXTURE OF:
•WHAT MANAGERS THINK THEY NEED
•WHAT MANAGERS REALLY NEED
•WHAT IS ECONOMICALLY ...
These slides were created
by NANDINI GUPTA, AKGEC Ghaziabad,
during a Marketing internship
by Prof. Sameer Mathur, IIM Luc...
What are the components of a modern marketing information system
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What are the components of a modern marketing information system

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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

Publicado en: Marketing
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What are the components of a modern marketing information system

  1. 1. CHAPTER -3
  2. 2. WHAT ARE THE OF A ?
  3. 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. 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. 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. 6. A MARKETING INFORMATION SYSTEM RELIES ON: 1. INTERNAL RECORDS SYSTEM 2. MARKETING INTELLIGENCE SYSTEM 3. MARKETING RESEARCH SYSTEM
  7. 7. THE COMPANY’S MIS SHOULD BE A MIXTURE OF: •WHAT MANAGERS THINK THEY NEED •WHAT MANAGERS REALLY NEED •WHAT IS ECONOMICALLY FEASIBLE
  8. 8. These slides were created by NANDINI GUPTA, AKGEC Ghaziabad, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )

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