Prepared By, Sairam Rajagopalan Subhajeet Bhattacharjee Johnson P. Sunny

WHAT IS MKIS? It is a continuing and interacting structure. It involves people, equipment and procedures to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information. Use by marketing decision makers. improve their marketing planning, implementation, and control.

Role Of Marketing Information Systems For monitoring the efficiency and effectiveness of the distribution of their products and services, sales managers need information to plan and monitor the sales force. Management needs information on the performance of specific products, product lines, or brands. Price, revenue, cost and growth information can be used for pricing decisions, for evaluating the performance of current products, and for predicting the performance of future products.

FUNCTIONS OF MKIS The marketing identification function. The purchase motivation function. The product adjustment function. The physical distribution function. The communication function. The transaction function. The post transaction function.

COMPONENTS OF MKIS Internal reports system. Marketing intelligence system. Marketing Decision Support System. Marketing Research System.

COST BENEFIT ASPECTS OF MKIS Marketing firm should continue to collect and store information upto the point where the marginal cost of information equals the marginal value.

ADVANTAGE OF MKIS Organized Data collection Storage of Important Data Avoidance of Crisis Co-ordination Analysis and Planning Control

DISADVANTAGES Maintenance, complexity and setting up a MIS are one of the major hindrances to Marketing information systems. Furthermore, wrong information being fed in MIS can become cumbersome and appropriate filters need to be established.