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WHAT IS MKIS ?
MkIS is a set of procedures and methods for the regular and planned collection, analysis and presentation of
information in making marketing decisions
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REQUIREMENTS OF A GOOD MKIS
• MKIS SHOULD BE UNIFIED AND CENTRALISED
• MKIS SHOULD BE A DECISION SUPPORT SYSTEM
• MKIS SHOULD BE PROMPT AND ACCURATE
• MKIS SHOULD BE COST-EFFECTIVE
• MKIS SHOULD BE SELECTIVE
• MKIS SHOULD BE COMPATIBLE ORGANISATIONAL CULTURE
• MKIS SHOULD PROVIDE LATEST INFORMATION
• MKIS SHOULD BE FLEXIBLE
• MKIS SHOULD USE NEW TECHNIQUES
• MKIS SHOULD BE FUTURE-ORIENTED
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IMPORTANCE OF MKIS
• RECOGNISES CUSTOMER’S NEEDS AND WANTS
• EVALUATES CUSTOMERS’ NEEDS • RECORDS COMMUNICATION BETWEEN
FIRMS AND CUSTOMERS • ATTRACTS POTENTIAL CUSTOMERS • EVALUATES BUYER’S BEHAVIOUR
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