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MARKET<br />The term market refers to group of consumers who are interested in the product, have the resources to purchase it and it is permitted by law to purchase the product. The market definition begins with the total population and progressively narrows downwards.<br />,[object Object]
Available market:  Those in potential market who have enough money to buy the product.
Qualified available market:  Those in available market who are legally permitted to buy the product.
Target market:  The segment of qualified available market to whom the firm has decided to serve.
Penetrated market:  Those people in target market who actually purchase the product.The size of market is not necessarily fixed. For eg:  the size of available market for a product can be increased or decreased by decreasing the product’s price.<br />MARKETING<br />Marketing is the management process responsible for identifying , anticipating and satisfying customer requirements profitably.<br />The marketing process can be modelled into a sequence of steps:<br />,[object Object]
Marketing strategy: Once the best opportunity to identify customer needs is identified, a strategic plan for pursuing the opportunity can be developed. Market research will provide specific information that will permit the firm to select the target market segment and optimally position the offering within that segment.
Marketing Mix decisions:  detailed tactical decisions are made for controllable parameters of marketing mix. The action items include:
product development,
pricing decisions,
distribution contracts ,
promotional campaign development
Implementation and control : Given few market environments are static, the results of marketing effort  should be monitored closely  . as the market changes, marketing mix can be adjusted accordingly. Often small changes in customer wants can be addressed by changing the advertising message.INFORMATION<br />The information serves a vital role in Marketing Information System. It serves the following purposes:<br />,[object Object]
Reduce financial risks
Determine consumer attitudes
Monitor the environment
Coordinate strategy
Measure performance
Improve advertising credibility
Gain support for decisions
Verify intuition
Improve effectivenessMARKETING INFORMATION SYSTEM<br />A system that analyzes and assesses marketing information, gathered continuously from sources inside and outside an organization and helps the  decision makers to improve their marketing planning, implementation, and control. <br />There are many different factors collected and analyzed by MKIS, such as:<br />Production, distribution and delivery costs<br />Profit vs. costs (ROI)<br />Effectiveness of advertising/special offers/discounts<br />Target market penetration<br />Market share<br />Competitive information<br />Financial indicators<br />Demographic data<br />Other additional factors <br />ACTIVITIES OF MARKETING INFROMATION SYSTEM (MKIS)<br />The various activities of MKIS are:<br />Strategic planning-It is concerned with deciding on the objectives, resources and policies of the organisation. This level of decision making is predicting the future of the organisation and its environment.<br />Management control-Such decisions are concerned with how efficiently and effectively resources are utilised and how well operational units are performing. <br />Transaction processing-This includes sales orders, quotations for product sales etc.<br />Operational control-Determining which units or individuals in the organisation will carry out the task, establishing criteria of completion and resource utilisation, evaluating outputs. <br />FUNCTIONS OF MARKETING INFORMATION SYSTEM<br />The various functions of Marketing Information System are:<br />,[object Object]
where the buyers are located
when do they buy
how frequently do they buy
in what quantity do they buy2. The purchase motivation function:  An assessment of various social, economic and psychological forces which influence the purchase behavior of the market is made.<br />3. The product adjustment function: This function includes all such activities which are necessary to match the product/services offerings with the market.<br />4.  The physical distribution function:  The actual movement of goods from the points of production to the points of consumption is considered in this function.<br />5. The communication function: This function includes decisions on advertising, personal selling, sales promotion, publicity, packaging issues etc.<br />6. The transaction function: It includes all such activities which are needed to facilitate the transfer of title of ownership of goods/services between the parties in a transaction.<br />7. The post transaction function: In this function, feedback about the performance of the product/service is obtained from the customer, so that customer satisfaction can be ensured.<br />WORKING MECHANISM OF MARKETING INFORMATION SYSTEM<br />Like any other Information System, Marketing Information System gathers data from internal and external sources of market, then processes it and generates meaningful output for marketing managers to assist them in various decision making process. <br />Marketing information system can be viewed as a combination of two subsystems:-<br />,[object Object]
Output SubsystemsInput Subsystem: The input subsystems gather data from both environment and firm’s operations and enter them into the databases.<br />Output Subsystem: The output subsystems process the data available on the databases to produce desired information for marketing managers.<br />-1945572174InputOutputProcessingInputOutputProcessing<br />COMPONENT OF MARKETING INFORMATION SYSTEM<br />SOURCE OF DATA FOR INPUT<br />In Marketing Information System, We gather data from Marketing Environment.<br />What is Marketing Environment?<br />Marketing Environment consists of certain factors that influence the marketing related decisions in the company or concerned firm.<br />Major Factors are: <br />,[object Object]
Technological Factors
Economic Factors
Social FactorsFactors in Layman Terms:<br />,[object Object]
Latest Laws and Policies enforced
Current Technology in use
Customer Reviews
Competitors
Distributors
SuppliersPROCESSING OF DATA<br />In order to process the data gathered from Marketing Environment, the data goes through various subsystems into the Marketing Information System so that meaningful and useful information can be developed for various marketing managers.<br />Subsystems:<br />,[object Object]
 Marketing Research System
 Marketing Intelligence System
 Marketing ModelsINTERNAL REPORTING SYSTEM:  Collection of information within the company.<br />Data Sources: Reports on sales call, expenses, orders, order status, account (customer) status, and sales forecast etc.<br />MARKETING INTELLIGENCE SYSTEM: It is the Collection and Analysis of publically available information within the marketing environment.<br />Data Source: Employees, suppliers, customers, competitors and distributors<br />MARKETING RESEARCH SYSTEM:  It is the process of Gathering, Analyzing, Designing and Reporting of Data about the situation.<br />Data Source: Market Survey, Questionnaires, Personal interviews, Existing Study, etc.<br />MARKETING MODELS: These are the statistical or mathematical tools for interpreting information in MKIS.<br />Tools: <br />,[object Object]
Linear Programming
Regression and Correlation
ANOVA
Discounted Cash Flow
Spreadsheet’s What if ModelsLATEST DEVELOPMENT<br />According to Latest Development in Marketing Information System since year 2005 and onwards, few more subsystems are added into Marketing Information System<br />Explanation<br />SubsystemSubsystem useDescriptionMarketing Information SystemAnalysis and external controlIdentifying problems, changes and opportunities in the external marketing environmentMarketing Research SystemAnalysisCollecting information that is relevant to a specific marketing problem facing by the companyMarketing Decision Support SystemAnalysis and Decision MakingConsists of all available data pertinent to marketing combined with extensive statistical and modelling capabilities and aptly designed user interface for making improved marketing decisions. Marketing Planning SystemAnalysis and PlanningManaging the whole marketing planning process from analysing marketing opportunities to planning marketing tactics. Marketing Control SystemInternal ControlMonitoring of personnel, marketing activities and effectiveness and performance against plans.Marketing Report SystemInternal ControlReporting on sales calls, expenses, orders, order status, management reports etc.Marketing and Sales Productivity and Support SystemData Gathering and ImplementationManaging distributors and accounts, tracking leads, co-ordinating sales activities, updating customer information etc. <br />DISTRIBUTING INFORMATION<br />Information must be distributed to the Right Managers at the Right Time.<br />STRUCTURED INFORMATION: Distribute Routine Information for Decision Making in day –to- day operations.<br />Example: Transactional Data, Daily Sales Data, Customer Data etc.<br />UNSTRUCTURED INFORMATION: Distributes Non-Routine Information for Special Situation.<br />Example: Sudden Change in Company’s Policy<br />USE OF MKIS AT MANAGERIAL LEVELS<br />-33250915702<br />At Operational Level:<br />,[object Object]
Customer Feedback is also taken to estimate how much customer is satisfied with a specific product of the company.At Middle Management Level:<br />,[object Object]
Sales Performance Analysis is done to check whether sales has achieved the benchmark or not.
Market Analysis is done to understand the current market behaviour or scenario.At Strategic or Administrative Level:<br />,[object Object]
It also helps in designing new sales product and services for the new opportunities.SOFTWARE DEVELOPMENT LIFE CYCLE (SDLC)<br />SYSTEM IDENTIFICATION<br />OBJECTIVES<br /> Identify whether the request is feasible and valid<br /> Do we need to improve or modify the  existing system<br /> Do we need to build altogether a new one<br />TYPES<br />                        1. Preliminary Investigation<br />                        2. Feasibility Study    <br />PRELIMINARY INVESTIGATION: Study existing Marketing Management System.<br />How?<br />,[object Object]
Interviewing the customers.
Questionnaires.
Gather information.
Analyze the information looking for inconsistencies, ambiguities or unresolved issues.FEASIBILITY STUDY: Implementation Function<br />A feasibility study looks at the viability of an idea that attempts to answer one main question: <br />“Should we proceed with the proposed project idea? Is it a viable business venture?”<br />Need of Feasibility Study<br />,[object Object]
Give focus to the project and outline alternative.

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