Marketing Information System

By : Fachry Frisandi (13507027)

Information System Laboratory - Bandung Bandung Institute Institute of Technology Technology Technolog y

What is Marketing?  Marketing  is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, commu com munic nicati ations ons an and d bu busin siness ess dev develo elopm pment ent..

Marketing management process 

 Analysing    

market structure and behaviour Researching and selecting market opportunities Developing marketing strategies Planning marketing tactics Implementing and controlling marketing efforts

The Challenges of Marketing       

High

volume, high speed work The high variety of works The complexity of interactions The issue of preferences Highly competitive market Rapidly changing in market environment

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What does marketing manager need?

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Marketing Information System

The definition  Marketing Information System was seen as a

set of

procedures and methods for the regular r egular planned analysis and presentation of information for use in making marketing decisions. [Cox and Good]

Role of MKIS  Gather , analyze, evaluate , distribute the information related to marketing process for use by marketing decision maker to improve their marketing planning, implementation implementation and control.

The components 

Internal records or Internal Reporting System 

Informasi diintegrasikan dan dilaporkan kepada marketing decision maker  sehingga pengambilan keputusan dapat dioptimalkan.

Marketing Intelligence  marketing intelligence intelligence system is a set of procedures and data sources used by marketing managers to sift information from the environment that they can use in their decision making. A

Marketing research  Marketing research is a proactive search for inffor in orma mati tion on.. Th Thaat is, th thee en ente terp rpri risse whi hicch com ommi miss ssio ions ns these studies does so to solve a perceived marketing problem.

Marketing Model (Support Analysis) 

mechanism to represent informations informa tions related to marketing so that decision maker can make a better decision. Typical tools are : Time series sales modes Brand switching models Linear programming Elasticity models Regression and correlation models A

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MKIS to support marketing process

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Where is the Position of MKIS among another information systems used in the organization?

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The Application 

Starbucks extensively uses marketing information system to analyze their market environment and improve the decision making process.

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It·s Done... Thank You!