1. Supporting and controlling the
marketing effort
Aravind TS
LEAD
College of management

2. Marketing Information System
Marketing
Information is the
foundation of value
delivery

3. 4’ps
Firms marketing programme rests on marketing
information
PEST
TEST
Micro and Macro environment
http://www.youtube.com/watch?v=8bU6tsscv9c

4. From data to information to
knowledge
• Information become knowledge when it is
discriminated, classified, processed, and
assembled, in a appropriated and
subsequently usable manner .

5. Attributes of good marketing
information
• Relevance to decision making
• Clarity
• Accuracy
• Timeliness
• Objectivity
• Precision
• Cost reasonableness
• Reliablity

6. MIS has to serve as a DSS
DSS
MIS Helps in decision
making process
Data Bank
Service

7. What MIS Generate ?
Customer Data base Marketing Intelligence
• NAME • Strategic information
• ADDRESS • Changes in market
• PHONE NUMBER condition
• ELECTRONIC VERSION • Changes in customer
• NOT REGULAR INFO: (Static) requirements
• Emerging strategies of
competitors
• Opportunities

8. Data Warehousing and data mining
• Data Warehousing :- stores information from
various database into a single location
• Process :- extraction , consolidation , cleansing
,filtering and conversion .

9. Extraction :- getting data out of original
database and transferring it into database
infrastructure .
consolidation :- process of combining data
from several sources into one database
Cleansing:- correcting data
Filtering :-removing unnecessary information
Conversion :- Process of translating the data
into the model used by the warehouse

10. • Data mining :- automated analysis of large
data set stored in a data warehouse with a
view to finding it.
•Managers Job

11. Data warehousing + Data mining = MIS

12. Marketing control

13. • Marketing control is the tool for ensuring that
the marketing programme of the firm are
always directed towards its marketing
objective
Marketing
programmes
It provides to test whether the desired goals and
results are being achieved or not .

14. MC control KRA
• Sales volume
• Sales value
• Market share
• Market standing
• Marketing costs
• Profits

15. Tools for MC
• Marketing Audit
• Marketing share analysis
• Marketing cost analysis
• Credit control
• Budgetary control

16. MC involves gathering information on marketing
and comparing the achieved performance
against the planned or budgeted performance
,using pre determined standards .