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. Consisting of people, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers.
Prof. Nivedita Roy, IBS-Gurgaon 2
Contd.
To manage a business well is to manage its future and this means the management of information (MIS) of which the MKIS is an integral part, which is a valuable resource to be carefully managed as any other resource e.g. Human resources and financial resources. It is a framework to day-to-day managing and structuring of information gathered regularly from sources inside and outside the organization
Contd.
Provides a continuous flow of information about such factors as prices, advertising expenditure, sales, competition and distribution expenses The marketing databank is a file that contains data collected from the MIS and market research projects Marketing intelligence is a collection of data and ideas available in an organization
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MKIS (MIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions American Marketing Association
Prof. Nivedita Roy, IBS-Gurgaon 5
Role of IT in Marketing
Operational need Mainly supports accounting and operational functions (e.g. Stock control, staffing decisions). Besides periodic reports are also used Decision support databases Supports traditional marketing functions like: target marketing, cross-selling, sales analysis/ forecasting, market basket analysis, promotional analysis, churn analysis, profitability analysis, customer life time value measurement, product packaging etc
Contd.
Customer relationship management. The major marketing functions are:
Campaign management E-marketing management, Call centre management, Profitability analysis, Customer retention / loyalty, Integration of customer touch points
Strategic
Tactical
Operational
Customer handling : Product availability Order processing Salesperson Productivity Telemarketing
Data Bank
Statistical Bank
MKIS
Display unit
Marketing Manager
Model Bank
Prof. Nivedita Roy, IBS-Gurgaon 9
Components of MKIS
Data bank Raw data e.g. Historical sales data, secondary data Statistical bank Programmes to carry-out sales forecasts, spending projections A model bank Stores marketing models e.g. Ansoffs matrix, Boston matrix Display unit VDU and keyboard
Prof. Nivedita Roy, IBS-Gurgaon 10
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manner: A marketing intelligence system is a set of procedures and sources used by managers to obtain their everyday information about pertinent developments in the marketing environment. In the course of carrying out their business for the firm, members of staff may come across potentially valuable and interesting information So a systems is required to collect, collate and manage this source of collected information that is referred to as the marketing intelligence system
Prof. Nivedita Roy, IBS-Gurgaon 13
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Data collected over a period of time can be extrapolated in to the future by the use of time series techniques that allows the manager to model seasonality and cyclicality effects. Trend fitting, using the mathematical functions of known curves can also be used to forecast sales and model likely future product life cycles. Linear and multiple regression are more sophisticated forecasting techniques that make use of econometric procedures
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Boundary-Spanning Subsystems
Competitor Data
Transaction Processing Subsystems Order Entry Invoicing Call Reporting Transaction Data Internal Databases
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Contd.
Most of the manufacturing set-ups use computer aided design (CAD) and computer aided manufacturing (CAM) for assisting the engineers in product design and manufacturing activities. Computer aided process planning (CAPP) is also used for improvised production processes
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Manufacturing integration
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REFINEMENT PROCESS
REFINEMENT PROCESS
NO
CRITERIA SATISFIED
IMPLEMENTATION
YES
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Replacement
Evaluation Compensation
Prof. Nivedita Roy, IBS-Gurgaon
Staffing
Training
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Use Of IT In HR Activities
Employee record management Reduce space needed to store records, time to retrieve them, and costs of both Promotion and recruitment Search databases for qualified personnel Use intranet to post job vacancies Use the web to recruit Training Multimedia software training is replacing classrooms and teachers. Training software simulates an actual task or situation and includes evaluation tools.
Prof. Nivedita Roy, IBS-Gurgaon 36
Contd.
Evaluation Evaluation software helps standardize the evaluation process and adds a certain measure of objectivity and consistency.
Compensation and benefits management
IS can help manage compensation efficiently and effectively. Calculate salaries, hourly pay, commissions, and taxes Automatically generate paychecks or direct deposits Special software helps manage benefits, such as health insurance, life insurance, retirement plans, and sick and leave days.
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Contd.
Human Resource Information Systems support human resource management in organizations. They include:
Information systems for staffing the organization Training and development Compensation administration
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HRIS In Practice
Staffing
Strategic Systems
Training & Development Succession planning Performance appraisal plans Training effectiveness Career matching
Compensation Administration
Tactical Systems
HRIS: Description
SYSTEM TRAINING & DEVELOPMENT DESCRIPTION ORGANIZATIONAL LEVEL
CAREER PATHING
KNOWLEDGE
COMPENSATION ANALYSIS
Primary HR Activities
Recruiting & hiring Education & training Data management Termination & benefit administration
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Channels of Recruiting
Walk-in
Write-in Employee referrals Advertising Department of labor
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Selection Process
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Compensation
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Flow of Information in HR
Recruiting
Hiring
Potential employees
Employees
Retired employees
The Firm
Data Management
Prof. Nivedita Roy, IBS-Gurgaon 47
Concept of HRIS( 5 C )
Capability Top management HR department IS department Control Cost Communication Information flow Competitive advantage
Work force planning subsystem Recruiting subsystem Work force management subsystem
HRIS Database
Output subsystems
Compensation subsystem
Benefits subsystem
Environmental reporting subsystem
Users
Data
Prof. Nivedita Roy, IBS-Gurgaon
Information
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Contd.
Work force planning subsystem Organization charting Salary forecasting Job analysis / evaluation Planning Work force modeling Recruiting subsystem Applicant tracking Internal search
Prof. Nivedita Roy, IBS-Gurgaon 52
Contd.
Work force management subsystem Performance appraisal Training Position control Relocation Skill / competency Succession Disciplinary Compensation subsystem Merit increases Payroll Executive compensation Bonus incentives Attendance
Prof. Nivedita Roy, IBS-Gurgaon 53
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Contd.
The first function of the AIS is to support the performance of the organizations business activities. For this the revenue cycle is used that includes a recurring set of business and related information processing operations associated with providing goods and services to customers and collecting cash payment for those sales.
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Contd.
The expenditure cycle Involves activities of buying and paying for goods or services used by the organization. The production cycle Involves activities converting raw materials and labor into finished goods. The human resources/payroll cycle Involves activities of hiring and paying employees.
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Contd.
The revenue cycle Involves activities of selling goods or services and collecting payment for those sales. The financing cycle Involves activities of obtaining necessary funds to run the organization, repay creditors, and distribute profits to investors.
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INPUTS
PROCESSING
Financial Statements
OUTPUTS
Prof. Nivedita Roy, IBS-Gurgaon 61
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Contd.
Billing The sales invoice notifies customers of the amount to be paid and where to send payment. Cycle billing. Maintain accounts receivable Open invoice method Balance-forward method A monthly statement summarizes transactions that occurred and informs customers of their current account balance. Account adjustments and write-offs A credit memo
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Cash Collections
Reduction of cash theft is essential. The billing/accounts receivable function should not have physical access to cash or checks. The accounts receivable function must be able to identify the source of any remittances and the applicable invoices that should be credited. Checks are received and deposited. Remittances Remittance list - shows the customer, invoice number, and the amount of each payment. Lockbox
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Users
Control subsystem
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Forecasting Subsystem
One of the oldest mathematical activities in business Rely on past data Make semi structured decisions Cannot be perfect Short-term forecasts One to three years May be done by marketing Long-term forecasts Usually done by finance, or special planning group
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Contd.
Non-quantitative (qualitative) Panel consensus Delphi method Electronic meeting system (EMS) help combine nonquantitative and quantitative methods Quantitative forecasting methods Regression analysis is dominant Related methods are available Many software packages used Minitab SAS SPSS
Prof. Nivedita Roy, IBS-Gurgaon 74
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Control Subsystem
Operating budget for the fiscal year Three approaches Top-down Bottom-up Participative
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3.
Finance requirements
Manufacturing requirements
Marketing requirements
4.
Finance manager
Marketing manager
5.
Top management
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