MIS-Marketing Information System
                                    DATA TYPES
       Internal            Marketing            Marketing           Acquired 
   Company Data           Intelligence          Research            Databases
    Determines what 
    information MKT           Computer Hardware and 
    managers need,                    Software
    then gathers, 
    sorts, analyzes, 
    stores, and 
    distributes the          Information for Marketing 
    information to                   Decisions
    system users.
                                                                                  2
  Internal Data
  Internal company data- 
  a firm’s records of sales, 
  orders, returns, web page visit
  complaints, customer profiles, etc. 
  Often, an MIS allows salespeople in the field 
  to access internal records over the Internet.
                             3
    Marketing
    Intelligence
                                         The collection and analysis of 
                                         publicly available information 
                                         about consumers, competitors, 
                                         and developments in the 
                                         environment.  
                                         Competitors-reveal information 
                                         through their annual reports, 
                                         business publications, trade 
                                         show exhibits, and Web pages. 
   Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
                                                         Marketing Research
                                                                                                 The process of collecting, 
                                                                                                 analyzing, and interpreting data 
                                                                                                 about customers, competitors, 
                                                                                                 and the business environment 
                                                                                                 to improve marketing 
     Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall                        effectiveness. 
              Acquired Data
     A large amount of useful information 
     is available in the form of acquired 
     external databases. Firms may 
     acquire these databases from any 
     number of sources including the US 
     Census, USA Data.com, the 
     Salesman’s Guide, etc.  
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