Winning Markets Through Market-Oriented Strategic Planning

by

Growth Strategies
Intensive Growth

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Components of MIS (Marketing Information System)

Major responsibility for identifying significant

market place changes falls to the companys marketers. Marketers also have extensive information about how consumption patterns.
Swiss consume the most chocolate Greeks eat the most cheese

Per capita consumption of ice cream in Pakistan

is 0.5litres. Turkey had this 15years ago and now their consumption is 2.5litres.
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Marketing Information System

A marketing information system (MIS)

consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
It is developed from Internal Company Records Marketing Intelligence Activities Marketing Research

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1. INTERNAL RECORD SYSTEMS

The Order-to-Payment

Cycle Sales Information Systems Databases, Data Warehouses And DataMining (customer data base)

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2. THE MARKETING INTELLIGENCE SYSTEM

A Marketing Intelligence

System is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.
Internal Records systems

supplies result data, but the marketing intelligence system supplies happenings data.
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2. THE MARKETING INTELLIGENCE SYSTEM

A company can collect Market

Intelligence by the following

Trade publications, talking to

customers, suppliers, and distributors Training and motivating the sales force to spot and report new developments. Purchasing competitors products Advisory Panels Mystery shoppers. Government data sources Purchasing information from outside suppliers. Online customer feed back systems
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What are some of the potential hazards a company might face by relying too heavily on distributors, retailers, or other intermediaries for market intelligence?

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3. MARKETING RESEARCH SYSTEM

Marketing Research
The systematic design, collection, analysis,

and reporting of data and findings relevant to a specific marketing situation facing the company.
Globally, its a $16.5 billion industry !

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MARKETING RESEARCH SYSTEM

Suppliers of Marketing

Research
Engaging students or

professors to design and carry out projects Using the Internet Checking out rivals Syndicated-service research firms (AC Nielson) Custom marketing research firms 2-10 Specialty-line marketing