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Marketing information system (MKIS)

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This presentation include the details about the marketing information system according to the Philip Kotler definition & functions & advantages about the marketing information system in international marketing, Explains what is Marketing Information System (MkIS), its components, uses and how it works and its use for cooperatives.

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Marketing information system (MKIS)

  1. 1. Marketing Information System -International Marketing DMGD Mahendra 136155
  2. 2. Definition It is a permanent arrangement (system or setup) for provision of regular availability of relevant, reliable, adequate & timely information for making marketing decisions
  3. 3. Definition people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers - Philip Kotler
  4. 4. Component of MKIS
  5. 5. Internal record  Marketing managers rely on internal reports related to customer orders, sales, price levels, cost, inventory levels, receivable and payables.  The heart of the internal record system is the order-to- payment cycle. Customers send orders to the firms
  6. 6. Marketing intelligence system It is a set of procedures and sources used by the managers to obtain everyday information about marketing environment  Sales force  Distributors, retailers and other intermediaries  External networking  Published data
  7. 7. Marketing decision support system  A growing number of organizations are using marketing decision support system to help the managers in taking better decisions  It is a system supported by software and hardware to gather information from business and environment
  8. 8. Marketing & Sales Software Programs  Brand-aid  Callplan  Detailer  Geoline  ADCAD  Promoter
  9. 9. Marketing research  It acts as a tool for accurate decision-making in marketing. It is useful for studying and solving different marketing problems.  Marketing research techniques are used by manufacturers, exporters, distributors and service organizations.  Marketing research is an applied knowledge. Hence, it provides alternative solutions to deal with a specific problem.
  10. 10. FUNCTIONS OF MKIS  Classification  Measurement and Analysis  Decision Models  Reporting system  Information retrieval system
  11. 11. Advantages  Substantial cost saving are realized  Marketer’s understanding of their decision environment is increased  Decision making effectiveness is upgraded  Information value is improved