Co-ordination — Consumer durables and FMCG companies have huge number of processes which needs to be co-ordinated. Data compiled for analysis is stored and processed from a data warehousewhich is simply a data repository system that helps store and further process data collected internally and externally.
They are novel, important, and non-routine, and there is no well-understood procedure for making them. This process generally involves a small group of high-level managers who deal with very complex, non-routine problems. Determining which units or individuals in the organisation will carry out the task, establishing criteria of completion and resource utilisation, evaluating outputs - all of these tasks involve decisions about operational control.
It is used to collect primary and secondary data, and displays the results in forms of reports. By developing their own long-term commitments, their own information channels, and their own networks, senior managers can control their personal agendas.
Just a few examples include: It is one of the areas that information systems have sought most of all to affect with mixed success. Time lags may result if a new study is required.
Actions may be reactionary rather than anticipatory. Based on feedback, strategies are adjusted as necessary. Salesmen may act as eyes and ears to the market place and as intelligent agents they can supply current information on buyer behaviour, dealer behaviour and also on competitors.
Historical, certain, routine information receives less attention. For additional information you need, your lead card should be designed so you can add it with minimal effort. There are several advantages of Marketing information systems Organized Data collection — MkIS can help the managers to organize loads of data collected from the market, thus results in an increment in the productivity.
It is concerned with preventing as well as solving problems. Unless you are in a very specific niche, you want to find a large group of buyers.
A marketing database is a system in which marketing data files are organized and stored. It is concerned with solving problems. It keeps marketing executives well informed about current marketing environments and changing conditions in the market. Every time a sales person gives a presentation or makes a sale from a lead, that information is recorded on the Promotion Effectiveness Report.A marketing information system (MKIS) is a management information system (MIS) designed to support marketing decision making.
Jobber () defines it as a "system in which marketing data is formally gathered, stored, analysed and distributed to managers in Marketing information needs with their informational needs on a regular basis.". Information Needs. From Market Research.
Jump to: navigation, search. The starting point for creating a research design should be an understanding of which decisions need to be made.
Examples of the type of decisions that research is used to address are. "A marketing information system is a continuing and interacting structure of people, equipment and procedures to gather, sort, analyse, evaluate, and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation, and control".
2) Marketing intelligence The second kind of information which will be needed is the business environment or in other words market billsimas.com Market intelligence pertains to overall demand in the market, the potential of the market, competitors in the market etc.
Generally a lot of marketing intelligence is gathered from internal sources itself such as customers, suppliers and distributors.
Gather statistical information regarding your target market’s demographics, market segment, needs and buying decisions. Use your research to clarify which media will best promote your product, whether print, online or broadcast. Some of the information that marketers need from an effective marketing information system includes the following: Marketing strategy feedback (or how well marketing strategies are working) Complaints.Download