About Internal Record System in Marketing Managment

1. BY
Saiprakash. B
MBA(IM)
PondicherryUniversity

3.  Internal Record Systems is a system under
which marketing information is
stored, retrieved.
 Marketing managers relay on internal reports
on orders, sales, prices, costs, inventory
levels, receivables, payables, and so on. By
analyzing this information, they can spot
important opportunities and problems.

4.  The heart of the internal records system is the order-
to-payment cycle.
 Sales representatives,dealers, and customers dispatch
orders to the firm.
 The sales department prepares invoices and transmits
copies to various departments.
 Out-of-stock items are back ordered.
 Shipped items are accompanied by shipping and
billing documents that are sent to various
departments.

6.  Now days improved order payment cycle is
required .
 Customers favour firms that can promise timely
delivery.
 Order-Pay can also be done online. This process is
called as EDI-Electronic Data Interface.
 E.G.,

7.  Marketing managers need up-to-the-minute
reports on current sales.
 Armed with laptop, computers, sales
representives can access information about
prospects and customers and provide
immediate feedback and sales reports.

8.  Eg : An ad for Sales CTRL, a sales force automation
software package, boasts, “Your salesperson in St.
Louis knows what Customer Service in Chicago told
their customer in Atlanta this morning.
 Sales managers can monitor everything in their
territories and get current sales forecasts any
time.”Sales force automation (SFA) software has come
a long way.

9.  A database is an organized collection of data.
 The data is typically organized to model relevant
aspects of reality in a way that supports processes
requiring this information .
 Today company organise their information in
databases such as customer databases,product
databases,sales person data bases and combinedata
from different databases.

10.  Data warehouse means where all the databases are
kept.
 Data warehouses store current as well as
historical data.
 Company warehouse these data and make
them easily accessible to decision makers.

11.  The the data mining process is to extract
information from a data set and transform it
into an understandable structure for further
use.