Overview of Marketing Information System

Dec 22, 2024

Lecture 1: Marketing Information System (MIS), Marketing Research, and Marketing Environment

Instructor: Mria Magyar, PhD

Timetable of Midterms

  • 7th October: Mid-term test 1
  • 13th November: Mid-term test 2
  • 11th December: Mid-term test 3

Objectives

  • Understanding Marketing Information System (MIS)
  • Insights into Marketing Research
  • Exploring the Microenvironment and Macroenvironment
  • Responding to the Marketing Environment

Marketing Information System (MIS)

  • Definition: People and procedures dedicated to assessing information needs and developing needed information to assist decision-makers.
    • Gathers, stores, analyzes, and distributes marketing information regularly.
  • Internal Data Sources:
    • Customer characteristics
    • Sales transactions
    • Website visits
    • Customer satisfaction
    • Records on sales, costs, etc.
  • Competitive Marketing Intelligence:
    • Collects and analyzes information about consumers, competitors, and market developments.
  • Techniques:
    • Observing consumers
    • Quizzing employees
    • Benchmarking competitors
    • Monitoring internet buzz

Marketing Research

  • Definition: Systematic design, collection, analysis, and reporting of data relevant to marketing situations.
  • Process:
    • Problem definition
    • Research design
    • Data collection and analysis
    • Research report
    • Decision making
  • Research Data:
    • Primary Data: Specific, complex, costly, time-intensive
    • Secondary Data: General, easy, low cost, quick
  • Types of Research:
    • Exploratory: Gathers preliminary information
    • Descriptive: Describes marketing problems and situations
    • Explanatory (Causal): Tests cause-and-effect relationships

Marketing Environment

Microenvironment

  • Actors:
    • Company
    • Suppliers
    • Marketing intermediaries
    • Customers
    • Competitors
    • Publics
  • Role:
    • Direct impact on company performance
    • Influences customer satisfaction

Macroenvironment

  • Forces:
    • Demographic
    • Economic
    • Natural
    • Technological
    • Political
    • Cultural
  • Characteristics:
    • Affect the microenvironment
    • Companies have limited influence

Responding to the Marketing Environment

  • Passive: Accept and adapt to environmental forces
  • Proactive: Take actions to influence environmental forces
  • Reactive: Respond to environmental changes as they occur

Views on Responding

  • Passive Example: Kodak's focus on analog cameras
  • Proactive Example: Kingfisher extending chemicals policy
  • Reactive Example: Aspartame classification response

These notes provide an overview of the key concepts discussed in Lecture 1, focusing on the Marketing Information System, Marketing Research, and the various components of the Marketing Environment, as well as strategic responses to environmental changes.