MARKETING

INFORMATION SYSTEM
MANAGEMENT INFORMATION
SYSTEM

GROUP 2
NI MADE INTAN AGUSTINA A.D.
1306205008
NI MADE MANIK INDRAYANI 1306205029
AGUNG RATIH SARASWATI

1306205046

NI KETUT SUPADMI 1306205047

TOPICS:
1.
2.
3.
4.

Functional Information System

Evolution
Of
Marketing
Information System Concept
Marketing
Information
System
Model
Use of Marketing Information
System by Manager

1. Functional
Information System
Is based on the various business
functions
such
as
Production,
Marketing, Finance and Personnel etc.
These departments or functions are
known as functional areas of business.
Each
functional
area
requires
applications to perform all information
processing related to the function.

The popular functional areas of the business organization are:

Accounting Information system

Financial Information System
Marketing Information System
Production/Manufacturing Information
System
Human Resource Information System

Accounting information
system (AIS)
AIS is a system of collecting, storing and
processing financial and accounting data that
is used by decision makers. An accounting
information system is generally a computerbased
activity

method
in

for

tracking

conjunction

technology resources.

with

accounting
information

Financial Information System

Financial Information System is a
sub-system

of

organizational

management information system. This

sub-system

supports

the

decision-

making process of financial functions at

the level of an organization.

Marketing Information System

This sub-system of management information
system provides information about various
functions of the marketing system of an
organization. Marketing is another functional
area of the business organization, which is
engaged

in

marketing

products to its customers.

(selling)

of

its

Manufacturing or production information

system

Provides

information

on

production

operation activities of an organization

and thus facilitates the decision-making
process of production managers of an
organization. The main decisions to be
taken

in

manufacturing

is:Product Design

system

Human Resources
Information System

This

functional

supports

the

resource

information
functions

of

management

organization.

The

system

human

human
of

an

resource

management function, in its narrow

sense,

it

also

management

known

as

personnel

2. EVOLUTION OF MARKETING INFORMATION

SYSTEM CONCEPT

In 1966, Professor Philip Kotler of Northwest

University using nerve center marketing term to
describe a new unit in marketing that serves to
collect and process information marketing. He
suggests three types of marketing information:
1. Marketing
intelligence,
environments
information flow to the firm
2. Internal
marketing information, which is
information gathered in the firm
3. Marketing communication, the information flow
from the firm to the environment

EVOLUTION OF MARKETING INFORMATION SYSTEM

CONCEPT

EVOLUTION OF MARKETING INFORMATION SYSTEM

CONCEPT

Marketing information system as a computer-based system

that works in conjunction with other functional information
systems to support the company's management in solving
problems associated with marketing the company's products.

The initial model of marketing : Brien and Stafford is part of

the first model makers, by basing their designs on 4P and
emphasis on the development of the strategic marketing
program. King and Cleland emphasizing strategic planning:
while Kotler, Montgomery and Urban, Crissy and Mossman,
they emphasizing on the decision support. In the 1960s and
continued until the 1970s, providing a strong theoretical
foundation for further functional information systems in all
areas.

3. Marketing Information
System Model

Input Subsystem
Accounting Information Subsystem
1. Data for the Preparation of Periodic
Reports
2. Data for the Preparation of Special
Reports
3. Data for Mathematical Model and
Expert System

Input Subsystem
Marketing Research Subsystem
1. Primary and Secondary Data
. Use Marketing Research to Collect
Secondary Data.
. Use Marketing Research to Collect
Primary Data.
2. Marketing Research Software

Input Subsystem

Marketing Inteligence Subsystem

Marketing intelligence refers to a
variety of ethical activities that can be
used to obtain information about
competitors.

Output Subsystem

Product Subsystem

Output Subsystem

Product Subsystem
Several techniques have been
developed to provide the information
managers need to make a decisionoriented products. Product subsystem
consists of techniques such as these.
"New Product Evaluation Model"

Figure 2.5. Quantitative evaluation

of new candidates for new products

Place Subsystem
Place Subsystem, provides information about the company's distribution
network. Various distribution channels used by the company to distribute its
products to the consumer is a place elements in the marketing mix, either sell
directly or through an intermediary network which includes wholesalers,
middlemen and distributors.

1.
2.
3.

The image above shows the resources that flow through the channel. Which
include suppliers, manufacturers, wholesalers, retailers and consumers, in which:
The material flow begins from suppliers and end at the consumer.
The flow of money begins from the consumer and ends at the supplier.
The flow of information provides a current 2-way that linking all distribution
participants.
Each participant must know the details of the distribution of material flow in
connection with their role in the distribution process.

Promotion Subsystem
Promotion Subsystem, provide information about the
activities of advertising and direct sales. Very difficult to

1.

2.
3.

implement a computer in the promotion area.

However, one promotion area where computers can be
applied is communication sales person The salespeople carry
a portable computer as they explore the area and use it to:
Identifying information (query) on the database to answer
customer questions about the products to be purchased such
as availability, price, shipping costs, and so on.
Enter the sales order data into the order entry system.
Submit the report visit (call reports) which summarizes each
sales call, and what the purpose of subsequent sales.

Price Subsystem
Price subsystem provides information that can assist managers
in making pricing decisions. Pricing is based on:
1. Cost
Pricing based on costs (cost-based pricing) is done by calculating
the advance on costs / expenses incurred by the company to
produce / obtain a product. After determining the costs that have
been incurred and then added (mark-up) is desired, the obtained
price of the product.
2. Requests
Pricing based on demand (demand-based pricing) is done by
adjusting the value placed by consumers for a product. Key to this
approach is to estimate the demand exactly. This requires a good
understanding of consumers and markets, including the state of
the economy and competition.

Integrated Mix Subsystems

Integrated Mix Subsystem, enabling managers to develop strategies
by considering the impact of a combination of elements from 4Ps
(Product, Place, Promotion, Price). Model subsystem integrated mix
much publicized is BRANDAID, developed by Prof. John D.C. Little of
MIT. BRANDAID includes several sub models for advertising,
promotion, pricing, individual sales, and distribution retailers.

4. Use of Marketing Information System by Manager

1.
2.
3.

Research on the Fortune 500 companies

provides a good overview of how the giants
industry use the computer as a marketing tool.
Marketing managers use the Marketing Information
System for:
Study or to know the needs and desires of
consumers.
Formulating marketing mix.
Create a follow-up to what extent the marketing
mix received by consumers.

DISCUSSION SESION

THANKYOU FOR YOUR

ATTENTION