Ek’s Topics: 4 Information Technology and MKIS Development Process 4 Marketing Database 4 Decision Support System  Definition and Characteristics  Component and Tools  Stages in Decision Making  Approaches to Decision Analysis  AHP & Expert Choice

MKIS Development Process 4 Planning 4 Technical Development * Information Technology 4 Implementation * Competitive Advantages Cybermarketing GIS EDI etc. * MKIS Subsystems

Define database functions Customer Database Developing Customer Database Maintain database Maintain database Define information requirements Identify information sources Select database technology Build applications Populate database

MKIS & Marketing Database Data base Internal Records Internal Records Marketing Intelligence Marketing Intelligence Marketing Research Marketing Research Marketing Decision Support Marketing Decision Support Marketing Mix (4 P’s) Budget Allocation Sales Forecast

DSS Database DSS Database Model Base Model Base DSS Software System Manage DSS Database Manage Model Base Manage User Interface DSS Software System Manage DSS Database Manage Model Base Manage User Interface User Interface User Interface Components of DSS Data Sources Levels of DSS Approaches to Decision Analysis Decision Making Process Intelligence Design Choice Data Acquisition, Storage, Retrieval Data Analysis Decision Analysis Checklists Pros & Cons Weight & Score Management Science Models AHP etc. Internal Records Marketing Intelligence Marketing Research

4 Decompose problem and structure hierarchy  Traditional Model  Rating Model 4 Establish priorities 4 Synthesis of judgments 4 Evaluate inconsistency AHP Basic Concepts

Development of MKIS From local to national to global marketing From buyer needs to buyer wants From price to non-price competition Marketing Intelligence Marketing Research Internal Records DSS

Developing Information Developing Information Kotler’s MKIS Model MKT M a n a g e r s Assessing Information Needs Assessing Information Needs Internal Records Internal Records MKT E n v i r o n m e n t Marketing Intelligence Marketing Intelligence Marketing Research Marketing Research Information Analysis Information Analysis Marketing Information System Marketing Decisions and Communications Distributing Information Distributing Information Management Science Quantitative Analysis Decision Support

Questions ? Enjoy the EXAM !!