kotler03 mis - MARKETING MANAGEMENT 12th edition 3...

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1 MARKETING MANAGEMENT 12 th edition 3 Marketing Information System Kotler Keller
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2 MIS Probes for Information What decisions do you regularly make? What information do you need to make these decisions? What information do you regularly get? What special studies do you periodically request? What information would you want that you are not getting now? What are the four most helpful improvements that could be made in the present marketing information system?
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3 What is a MIS? An MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. The MIS helps managers to: 1. Assess Information Needs, 2. Develop Needed Information, 3. Distribute Information.
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4 Information  Managers Would  Like  to Have What       They  Really Need  &  What is Feasible   to Offer a) Functions of an MIS: Assessing Information Needs
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5 1 Internal Data Electronic Collections of Information  from Data Sources (i.e. Accounting)  Within the Company 4 Marketing Research Design, Collection, Analysis, and  Reporting of Data about a Specific 
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