Business Information System

Marketing Information System

• Functions of marketing are concerned with-– planning, promotion, sales of existing products in

existing markets and – development of new products and – new markets to better serve present and

potentials customers.

Application Ares of Markting IS

• Interactive marketing• Sales force automation• Sales & product management• Advertising & promotion• Targeted marketing• Market research & forecasting

Interactive marketing

• Based on using Internet, intranet, extranet to establish 2 way interaction between a business and its customers or potentials customers.

• Goal is to enable a company to use those networks to attract and keep customers who will become partners with business in creating, purchasing & improving products and services

Mass marketing Direct Marketing Interactive Marketing

Distribution channel

Print media Postal services Internet

strategy High volume Targeted goods Targeted audience

Example Food Credit cards Services & product information

Author of marketing material

Ad Agencies Ad Agencies & companies

Companies & consumer

Sales Force Automation

• Notebook computers, web browsers, sales contact management software that connect sales force to marketing sites can be given.

• Productivity can be improved• Speed up capture & analysis of sales data • Improve delivery of information

Sales and Product Management

• Sales managers must plan, monitor and support the performance of sales people in their organization.

• Computer based system must produce sales analysis report.• Product managers need information to plan and control the

performances of specific products, product lines and brands.• Computers can help provide price, revenue, cost & growth

information for existing products and new product development

• Providing information and analysis for pricing decision is major function of this system.

Advertisement and Promotion

• Maximize sales at lower possible cost for advertising and promotion.

• Select media and promotional methods.• Allocate financial resources.• Control & evaluate results of various

campaigns.

Targeted Marketing

• It is advertising and promotion management concept that includes 5 components-

• Community• Content• Context• Demographic– Unmarried, middle income group, college graduates

• Online behavior

Market Research & Forecasting

• IS provides marketing intelligence to help managers make better marketing forecasts and develop more effective strategies

HRIS

Accounting IS