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705342 Marketing Information System 3. Fundamentals of MKIS

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705342 Marketing Information System 3. Fundamentals of MKIS

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    1. 705342 Marketing Information System 3. Fundamentals of MKIS

    2. Chapter Outline 3. Fundamentals of MKIS The Marketing Nutshell Marketing System Development of MKIS Definitions of MKIS Kotler’s Model of MKIS Functions of MKIS Case Study : Fossil Roles of MKIS MKIS Development Guidelines

    3. The Marketing Nutshell

    5. Development of Marketing Information System

    7. Kotler’s Model of MKIS

    8. Functions of MKIS Assessing Information Needs Developing Information Distributing Information

    9. 1. Assessing Information Needs Possible problems in assessing information needs Managers do not always need all the information they asked for Managers may not ask for all they really need Sometimes MKIS cannot supply all the information that managers request

    10. 1. Assessing Information Needs A well-designed MKIS reconciles .. What information is desired? What information is needed? What information is feasible to offer? Interview managers to find out what information they would like Decide whether the benefits of having an item of information are worth the costs of providing it

    11. 1. Assessing Information Needs Ten questions for determining marketing information needs (1) What types of decisions are you regularly called upon? (2) What types of information do you need to make these decisions? (3) What types of information do you regularly get? (4) What types of special studies do you periodically request?

    12. 1. Assessing Information Needs Ten questions for determining marketing information needs (5) What types of information would you like to get that you are not getting now? (6) What information would you want daily? Weekly? Monthly? Yearly? (7) What magazine and trade reports would you like to see circulated to you on a regular basis?

    13. 1. Assessing Information Needs Ten questions for determining marketing information needs (8) What specific topics would you like to be kept informed on? (9) What types of data analysis programs would you like to see made available? (10) What do you think would be the four most helpful improvements that could be made in the present MKIS?

    14. Case Study: Fossil

    15. 2. Developing Information Internal Records System Marketing Intelligence System Marketing Research System Marketing Decision Support System

    16. 3. Distributing Information Marketing information has no value until managers use it to make better marketing decisions The information must be distributed to the right marketing managers at the right time Centralized v.s. Decentralized MKIS Routine v.s. Non-routine information Formal v.s. Informal communication Levels of customization

    17. 3. Distributing Information

    18. Roles of MKIS Database Development Marketing Database Database Marketing Market-oriented Organization Operational Improvement Competitive Advantage Flexibility and Adaptability

    19. Requirements analysis Typical system requirements Volume, sizes, and frequencies MKIS Development Guidelines

    20. MKIS Development Guidelines End-user considerations Consider points where end-users interact with the system Anticipate future end-user needs

    21. Chapter Outline 3. Fundamentals of MKIS The Marketing Nutshell Marketing System Development of MKIS Definitions of MKIS Kotler’s Model of MKIS Functions of MKIS Case Study : Fossil Roles of MKIS MKIS Development Guidelines

    22. Questions?

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