Marketing Information System
• A marketing information system consists of a structured, interacting
complex of persons, machines, and procedures designed to generate
an orderly flow of pertinent information, collected from both internal
and external firm sources, for use as the basis for decision-making in
specified responsibility areas of marketing management.
• A marketing information system can be defined as a process in which
data from the market environment is collected systematically and
comprehensively, evaluated in terms of its relevancy and accuracy,
transformed to make it useful and usable by the managers, and
conveniently stored or expeditiously transmitted to the managers.
• Most financial services organisations have two types of objective:
• Flexible goals, for example increasing (or decreasing) deposits of
certain kinds, increasing (or decreasing) loans of certain types,
directing customers to certain types of product or services
• Fixed objectives, for example profitability, a high return on
investment, achieving certain market shares and growth rates,
development of certain images achieving a spread of customer types
in order to minimise risks and business fluctuations, and so on.
• The financial services marketing function is one of five subsets of
management controllable variables.
• The financial institutions management system comprises four major
sets of variables: (1) organisational objectives, (2) external
environment (or non-controllable) variables, (3) controllable (or
management) variable sets, and (4) organisational and control
• The four sets (or facets) of variables are interrelated and operate
together as a system
• Non-controllable variables are factors that cannot be effectively controlled
by the financial organisation's management, but they affect the attainment
of organisational objectives and the way the institution has to make use of
its various marketing tools and its organisation and control techniques.
• Non- controllable variables include foreign exchange regulation
(determined by the government or market forces), inflation, government
economic policy, competition from other financial institutions, legal
systems and regulations, political factors, and similar additional factors that
might influence a financial institution's management operations.
• The controllable set o f management variables are factors under the
control of individual financial institutions that can be used to influence the
organisation's business activity. These factors are also called management
tools and can be split into five activity areas.
The financial services marketing function focuses
its attention on the following activities:
• Customer behaviour, attitudes and segmentation.
• Marketing research that attempts to collect, investigate, analyse and
• interpret customers' attitudes and market developments, in each of the areas
mentioned here, in order to contribute to the maximum attainment of objectives
in the light of existing non-controllable factors, and in consonance with the other
four major functions.
• Product/service development and introduction.
• Branch management; location and distribution of financial services.
• Advertising, communication, promotions and publicity.
• Pricing of financial services.
• Defining marketing strategies, administering and controlling the marketing
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