sales and marketing information system

SALES AND MARKETING INFORMATION SYSTEM

INTRODUCTION The core of marketing functions is to

grow as a result of ability and satisfy customer needs.

The exchange process is quite complex involving a variety of activities.

The key to organisational success lies in determining customers’ needs and delivering satisfaction more effectively and efficiently than competitors.

INTRODUCTION

Marketing information systems are designed and operated to provide relevant info on the following aspects: Type of products to be offered Price at which products are offered Place where products are offered Promoting products to win customer

loyalty

MODEL OF MARKETING INFORMATION SYSTEM

MARKETING RESEARCH SUBSYSTEM

DATABASE

PROMOTIONSUBSYSTEM

DISTRIBUTIONSUBSYSTEM

PRICING SUBSYSTEM

PRODUCT SUBSYSTEM

MARKETING INTELLIGENCE

SUBSYSTEM

USERS

MARKETING RESEARCH SYSTEM It is the systematic gathering, recording

and analysing data relevant to the marketing of goods and services.

Types of data used: Primary Secondary

Sources of primary data: survey, observation, in-depth interview

Sources of secondary data: govt. agencies, marketing research agencies etc.

MARKETING INTELLIGENCE SYSTEM

Is a set of procedures and sources used by managers to obtain everyday info about development in the marketing environment.

Info can be obtained from: Sales force Distributors Competitors Customers

PRODUCT SUBSYSTEM Product mix:

Info is needed for the fulfilment of the following objectives: Stability in the face of variable sales Improving profitability Raising the growth rate of sales

Market segmentation Info related to-

Characteristics of a segment Alignment with organizational objectives

Product positioning

PRICING SYSTEM

Info requirement in pricing system is in 2 forms: Price fixation for the first time

Value for money Competitors’ price Cost plus price

When and how much to change prices Upward revision Downward revision

DISTRIBUTION SYSTEM Key decisions required to be made

are: Identification of distribution channels Evaluation of channels

Economic criteria Control criteria Adaptive criteria

Channel selection Location of customers Product characteristics Organisational capabilities

PROMOTION SYSTEM

Two issues involved: Deciding promotion mix Deciding budget for activities

Activities involved in promotion mix: Advertising Sales promotion Personal selling

MARKETING DECISION SUPPORT SYSTEMS

MDSS TOOLS

STATISTICAL TOOLS

•Multiple regression•Discriminant analysis•Factor analysis•Cluster analysis

MODELS

•Markov- process model•Queuing model•New product pretest models•Sales- response models

OPTIMISATIONTECHNIQUES

Differential calculus•Mathematical programs•Game theory

BRANDAID CALLPLAN DETAILER ADCAD COVERSTORY GEOLINE

USERS OF MARKETING INFORMATION SYSTEMS

USER PRODUCT PRICING DISTRIBUTION

PROMOTION

Marketing director

X X X X

Sales manager X X

Promotion manager

X X

Brand manager X X X

Marketing research manager

X X X X

Logistic manager X X

Other departments

X X X X

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