Page 156 - DLIS402_INFORMATION_ANALYSIS_AND_REPACKAGING

Unit 8: Marketing of Services and Marketing Intelligence

6. What is the number of inquiries received in last few months for each product? Which Notes
product needs more marketing efforts?
7. What are the pending demos: who is doing what?
8. Who is the contact person(s) for each prospect?
Typical Processes that may be captured by Marketing Information System
Example 1:
1. A Prospect sends an e-mail to marketing department asking for more information on a
product.
2. The person who receives the mail logs information about the prospect into the system
3. Sends relevant information to the prospect
4. In Information system mark a follow-up activity for the prospect at a future date and
responsibility also.
5. Transfer queries by prospect into repository (Product – Question – Category). Others can
use this in future.
Example 2:
Someone in marketing department comes to know of an exhibition that focuses on the market segment
the company is in.
1. The marketing person logs the information in the repository
2. Similar events can be queried and see the effectiveness of participation in such events.
3. Plan and participate in the event
4. If stall is put up in the exhibition and lot of prospects turned up – log the complete
information into repository.

Self Assessment

Fill in the blanks:
1. The company can also learn about competitors from what others say about them in ..............
and at trade shows.
2. The staff scans relevant publications, summarize important news and send news bulletins
to .................. .
3. A good general studies enemy tactics, tendencies, .............. and .............. .
4. Enterprise applications focus on functions like sales, production, ............. and ........... .

8.3 Ingredient

A marketing information system (MIS) is a set of procedures and methods designed to generate,
analyze, disseminate, and store anticipated marketing decision information on a regular, continuous
basis. An information system can be used operationally, managerially, and strategically for several
aspects of marketing.

A marketing information system can be used operationally, managerially, and
strategically for several aspects of marketing.

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