Pertemuan 6

Marketing Information SystemsIntroduction
Marketing was the first functional area to exhibit an interest in MIS
The marketing information system has three subsystems; the accounting information system (AIS), marketing research, and marketing intelligence
Functional information systems: the conceptual systems should be "mirror images" of the physical systems

Marketing Principles

• Marketing mix
• Product
• Promotion
• Place
• Price

The Marketing Information System (MKIS)
Kotler's marketing nerve center
3 information flows

• Internal
• Gathered in firm
• Intelligence
• From environment
• Communications
• To environment

Marketing Information System (MKIS) Definition
    A computer-based system that works in conjunction with other functional information  systems to support the firm's management in solving problems that relate to marketing the firm's products.
An MKIS Model
1. Output

• Product
• Place
• Promotion
• Price
• Integrated mix

2. Database
3. Input

• *AIS
• *Marketing research
• *Marketing intelligence

*AIS (Accounting Information System)

1. Sales order data is input.
2. AIS provides data for

• Periodic reports
• Special reports
• Mathematical models and knowledge-based models

*Marketing Research Subsystem1. Managers use marketing research to gather  information :

• Gathered from customers and prospects
• Purchased or procured from other organizations

2. Processed using marketing research subsystem
3. Primary and Secondary Data
4. Used by marketing research subsystem
5. Primary data are collected by the firm, Examples of primary data is:

• Survey
• In-depth interview
• Observation
• Controlled experiment
• Primary and Secondary

Secondary data is:

• Mailing lists
• Retail sales statistics
• Video retrieval systems
• Some secondary must be bought and some is free

Marketing Research Software

• Graphics packages (print maps)
• Makes market research a reality for all firms
• Statistical analysis
• Expertise to interpret software outputs is the key to successful use of these tools

*Marketing Intelligence Subsystem

• Ethical activities aimed at gathering information about competitors
• Not to be confused with industrial espionage
• Each functional information system has an intelligence responsibility

Pertanyaan
1. Sebut dan jelaskan bagian dari Marketing Information System?
2. Jelaskan prinsip-prinsip marketing?
3. jelaskan satu saja sebuah software yang digunakan untuk melakukan analiasa atau riset pasar?