marketing introduction to marketing managing marketing information
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University of Cape Town (UCT)
Marketing
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Chapter 4
Marketing information system (MIS) People equipment and procedures used to gather, sort,
analyse, evaluate, and distribute needed, timely and accurate information to marketing decision
makers.
Accessing marketing information needs
A good marketing information system balances the information users would like to have
against what they really need and what is feasible to offer.
MIS cannot always provide necessary info due to lack of availability or limitations.
Cost benefit analysis essential.
Developing Marketing Information
Internal Databases Electronic collections of consumer and market information obtained from data
sources within the firm network.
This helps marketing managers access readily information to identify marketing opportunities and
problems, plan programmes and evaluate performance.
Example: Clicks gives customers ‘ClubCards’ every time a consumer uses the card it records data on
what the consumer is purchasing etc…
Marketing Intelligence The systematic collection and analysis of publicly available information
about competitors and developments in the marketing environment.
This improves strategic decision making, assess and tracks competitors and provides early warnings
of opportunities and threats.
Competitive intelligence has grown dramatically as more firms are always interested to know how
their competitors are doing.
The information is gathered through people within the firm either working or a customer. Also they
observe competitors and their published information.
Market Research
The systematic design, collection, analysis and reporting of data relevant to a specific marketing
situation facing an organization.
We conduct Market Research for the following reasons:
To monitor a changing environment
To develop knowledge about markets
To gather information to help interpret past performance
To help in the planning of future activities
To lead to a successful product launch (or re-launch)
To spur on the growth of a brand
To make to best tactical decisions and strategic decisions
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