Final mkis

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MARKETING INFORMATION SYSTEMPresentedBy:MCA-II (Morning)Roll no: 1-10 (Group-I)

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Presented By: Group- IBikramDushyantDineshAseemAarushieAmanChandniParulDeepikaDevika

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Table of ContentMarketingInformation System(MKIS)Working Mechanism of MKISSDLCFeasibility StudyRequirement Analysis and SpecificationStructured Analysis ToolsDesign PhaseCodingSystem TestingMaintenanceCase Study

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BASIC CONCEPTS OFMARKET, MARKETING AND MARKETING INFORMATION SYSTEM

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MarketDefinition-The term marketrefers to group of consumers who are interested in the product, have the resources to purchase it and it is permitted by law to purchase the product. Potential market

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Available market

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Qualified available market

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Target market

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Penetrated marketMarketingThe managementprocess responsible for identifying , anticipating and satisfying customer requirements profitably.

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Marketing Information System(MKIS)A system that analyzes andassesses marketing information, gathered continuously from sources inside and outside an organization and helps the decision makers to improve their marketing planning, implementation, and control.

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Various Activities ofMKIS

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BASIC FUNCTIONS OFMKIS

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How does MKISwork?

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Working Mechanism ofMKIS Developing INFORMATIONDistributing OUTPUTINPUTGather DataDataInformationStrategic DecisionsMarketingEnvironmentMarkets ChannelsCompetitorsLawEconomyTechnologyInternal ReportSystemMarketing Research SystemControlDecisionsMarketing IntelligenceSystemMarketing ModelsOperationalDecisionsMarketing Decisions and Communications

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Gathering DataData isgathered from Marketing Environment

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Developing InformationObtains meaningfuland useful information for Managers from following sources:

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Marketing Intelligence System

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Marketing Research System

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Marketing Models

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According to LatestDEVELOPMENT

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Other Marketing relatedInformation SystemMarketing Information System (MKIS)Marketing Intelligence SystemAnalyzing Market Structure & BehaviorExecutive Information System (EIS)Marketing Research SystemResearching & Selecting Market OpportunitiesMarketing Decision Support SystemDecision Support System (DSS)Developing Market StrategiesMarketing Planning SystemMarketing Information System (MIS)Marketing Control SystemPlanning Market TacticsMarketing Report SystemTransaction Processing System (TPS)Implementing & Controlling Marketing EffortsMarketing & Sales Productivity & Support System

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Distributing Information

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MKIS at ManagerialLevelsMKIS should cater for information requirements at each level, for instance

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Presented By:Deepika

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Software Development LifeCycle (SDLC)

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System IdentificationOBJECTIVESIdentify whetherthe request is feasible and valid

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Do we needto improve or modify the existing system

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Do weneed to build altogether a new one Types 1. Preliminary Investigation 2. Feasibility Study

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Preliminary InvestigationStudy existingMarketing Management System.Conduct surveys in the open market.Interviewing the customers.Questionnaires.Gather information.Analyze the information looking for inconsistencies, ambiguities or unresolved issues.

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Feasibility StudyImplementation FunctionAfeasibility study looks at the viability of an idea that attempts to answer one main question: “Should we proceed with the proposed project idea? Is it a viable business venture?”

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Need of FeasibilityStudyIdentify how, where, and to whom you intend to sell a service or product.Give focus to the project and outline alternative.Identify reasons NOT to proceed.Enhance the probability of success.Provide quality information. Increase investment in the company.Provides documentation.Help in securing funding from lending institutions and other monetary sources.

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Types Of FeasibilityStudy

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SDLC in MKISOperationalFeasibilityMeasure how people interact with the system.Questions that help to test operational feasibility:What is the size and growth forecasts of market segment?What are the industry sales and market trends the product is based on? Are current business methods are acceptable to users?What training will users be given?Technical FeasibilityStudy of function performance and constraints. Questions that help to test the technical feasibility:What are the target areas where the marketing is to be done?What type of transportation and shipping facilities required for marketing?What type of media is required for promoting the product?

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SDLC in MKISEconomicFeasibilityProfits at less expenditure.Questions that help to test the economic feasibility:What is the required marketing budget?What is expected rate of return on new product in the market?Will the product be profitable when delivered to customer at target price?Will consumers buy the new productMarketing Feasibility StudyAIM: 1. Make sure there is true market for the product.2. Estimate the market share of the project.3. Includes the evaluation, development and full implementation of marketing plans.4. Identify, quantify and evaluate opportunities within a market.POINTS TO BE CONSIDERED ARE:Description of Industry

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Current market analysis

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Competition

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Anticipated future marketpotential

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Potential buyers andsources of revenue

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Sales projectionHow dowe analyze the system ?

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System AnalysisANALYSISBreaking probleminto successively manageable parts for individual study.SYSTEM ANALYSISThe systems-analysis phase is the specification of what the system needs to do to meet the requirements of end users.Gather sufficient information about the performance of your marketing strategy using specific statistical data.

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WHY IS ITDONEWe don’t start the coding directly first we need to collect the information about the project . Help programmers during system development ex-flowchart, use cases.All the diagrams and process carried out before starting the project comes under system analysis

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Who does theSystem Analysis ?

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SYSTEM ANALYSTThe systemanalyst gives a system development project meaning and direction. The analyst first task is to prepare a statements specifying the scope and objective of the problem in this only rough work is done an accurate study is done in the feasibility study. QualitiesTraining Experience Common sense

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ACTIVITIES INVOLVEDNEED ANALYSISThe analyst sums up the requirements of the system from the user and the managers.DATA GATHERING System analyst collects data about the system to be developed using techniques and methods such as: -written documents -interview -samplingANALYSIS REPORT  Analysis report is prepared. It is done for review and approval of the project from the higher management.

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ANALYSIS REPORTPART 1 It should explain how the current system works. PART 2It explains the problems in the existing system.PART 3It describes the requirements for the new system and make recommendations for the future.

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REQUIREMENT SPECIFICATIONAnalysis ofdata describing the system to determine how well it is performing, what requirements must be met, and strategies for fulfilling them. It has three interrelated parts.Analysis of factual dataIdentification of essential requirementsSelection of requirements fulfillment strategies.

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SRS OUTPUT

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STRUCTURED ANALYSIS TOOLS

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DATA FLOW DIAGRAMDataFlow Diagram is a graphical representation of the logical flow of data . It helps in expressing the system’s requirements in a simple and understandable form. It is also known as Bubble Chart.DFD serves the two purposes: ►To provide an indication of how data are transformed as they move through the system►To depict the functions (sub functions)that transform the data flow.

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CONTEXT LEVEL DIAGRAMThepurpose of this is to conceptualize the general sources and sinks of data.It contain only one process(process 0) that depict the function of the entire system in relationship to external entities.

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CONTEXT LEVEL DIAGRAMFORMARKETING INFORMATION SYSTEMCUSTOMER INFORMATION FILECUSTOMERS’S DETAILSCustomer’s RequirementsCustomerCustomerProduct deliveryMARKETING INFORMATION PROCESSFEEDBACKPRODUCT’S DETAILSPRODUCT ORDER’S FILE

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1ST LEVEL DFDFOR MARKETING INFORMATION SYSTEMOrganization PlansInformation fileData about buyers and characteristicsRequirements detailsProduct DeliveryMarketing StrategiesVarious measures of market, product, customer1.0MARKETING IDENTIFICATIONPROCESS2.0PRODUCT ADJUSTMENTPROCESS3.0PLANNINGPROCESSCUSTOMERCUSTOMERfeedbackUpdated dataMarketing Research Data’s File

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2nd LEVEL DFDFOR PROCESS 3.0Distribution plansProductDeliveryCommunication plansVarious measureOf market, customer , product3.3Customer’s service process3.1CommunicationPlanning process 3.2Distribution & SalesprocessCUSTOMERfeedbackUpdated data on Customer’s satisfactionDetails regerdingTransportation etcDetails on advertising, selling etcPhysical distribution fileOrganisation’s Plan and RecordsCustomer File

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DATA DICTIONARY Adata dictionary is a structured repository of data about data. It is a set of precise and accurate definitions of all DFD’s data elements and data structuresADVANTAGES OF DATA DICTIONARY:-● The most obvious is documentation; it is a valuable reference in any organization● Improving analyst/user communication by establishing consistent definition of various elements, terms and procedures● During implementation , it serves as a common base for programmers who are working on system

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DATA DICTIONARY ONPROCESS 0 PROCESS: Marketing information processDESCRIPTION: This process consists of sequence of all process like Marketing identification Process, product Auditing Process and planning process etc.INCOMING DATA FLOW: Customer’s RequirementsOUTGOING DATA FLOW: Product DeliveryLOGICAL SUMMARY: ► Customer’s requirements are accepted ► They are checked for validations and feasibility ► Development function is performed as per requirements ► Product is delivered to customer

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DATA DICTIONARY ONDATA STOREDATA STORE: Product Order’s FileDESCRIPTION: Includes all the details of all the orders of customers.INBOUND FLOW: Marketing Information ProcessOUTBOUND FLOW: Marketing Information ProcessVOLUME: 1000ACCESS: Sequentially processed DATA STRUCTURE: ●Product id ●Product code●Units

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DATA DICTIONARY ONDATA FLOWDATA FLOW NAME: Product DeliveryDESCRIPTION: Details regarding the delivery of product and carries the details to customerFROM PROCESS: Marketing Information Process TO PROCESS: CustomerDATA STRUCTURES: ●Product Size ●Volume ●Price

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DESIGN PHASE

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Definition This phase is the first step in moving from problem domain to the solution domain. The purpose of the design phase is to plan a solution of the problem specified by the requirement document. The design activity of marketing information system is often divided into two separate phase-Conceptual design detailed design.

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Conceptual Design Conceptual design aims to identify the modules that should be in the marketing system, the specifications of these modules, and how they interact with each other to produce the desired results. That is why ,it is also known as logical desin ,high level design that becomes a basis for the detailed system design.

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Detailed System DesignIn conceptual design the attention is on what components are needed, while in detailed design how the components can be implemented in software is the issue. During detailed design the internal logic of each of the modules specified in system design is decided. The main objective of detailed design is to prepare a blue print of a system that meets the goals of conceptual design.

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SystemDesign consist of three activitiesUSER INTERFACE DESIGNDATA DESIGNPROCESSDESIGN SCREEN, FORM,REPORTS, AND DIALOG DESIGN DATA ELEMENT STRUCTURE DESIGN

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PROGRAM ANDSTRUCTURE DESIGNUser Interface DesignFocuses on designing the interaction between end user and marketing information system.Produces detailed specification for marketing information system so that it becomes easy for the user to interact with the system such as :Display screensInteractive user/computer dialoguesAudio responses Forms Documents and reports.

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User Interface Design

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Data Design It focuses on the design of the logical structure of databases and file to be used by a marketing information system. Data design frequently produces a data dictionary, which catalogs detailed description of:The attributes .The relationships.The specific data elements Database,files,records are maintained of consumer, salesman.The integrity rules.

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DATA DESIGN

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Process DesignActivities involvedin determining the workflows and implementations requirements for a particular process

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Differentprocess files will be designed to hold the coding for different processes

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Process design,whether designing a new process or modernizing an existing process, require knowledge of the process equipments.Design MethodsProblem Partitioning:-Based on the principle of ‘Divide And Conquer'. the whole problem is divided into small manageable parts to be solved separately.

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Structured Design:-produce astructure where the modules have minimum dependence on each other and high level of cohesion.

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Top Down design:-Asystem may be termed as a hierarchy of sub systems, the highest level sub system corresponding to the total system.Design VerificationLike every other phase, the design phase ends with verification of the design . One way of doing this is thorough reviews. The Project Manager and System is Proponent conduct the critical design review and approve/disapprove the project into the Development Phase.

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C0D1NG

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Online Advertisement SystemHowit works?Advertisement Data FormBloggerGoogle SMS ChannelB.S Products.

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The Whole Process

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The Whole Process

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The Whole ProcessUserAgentBllogerB.S Tracker LaunchedB..S Tracker LaunchedRss Feed Adv

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Customer Options1.Customer canEnable/Disable the Adevertisements by sending the following messege to 9870807070.On <Channel Name> Off <Channel Name>2.Customer Can Search any channel by sending the following messege to 9870807070.Search <Channel Name>3.For subscription use.Subscribe <Channel Name>And send it to 9870807070.B.S Tracker Launched

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Customer Record SystemHowIt WorksFinalResultMainFormAdd CustomerDisplay All DataCustomerDatabase

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Main Form

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Add A Customer

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Display All Data

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TESTING: Does thesoftware behave as specified?

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Why we doTesting? An error free information system gives marketing managers accurate, timely and relevant information. An error free information system is a basis for decision making in specific responsibility areas of marketing management.system development, generally firms conduct system testing, to verify andvalidate the system.To assess whether the system meets the technical and commercial objectives at various levels in order to ascertain the system acceptability.

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To make surethat the system developed is according to the specifications.

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Identifies defects, flaws,or errorsin the system that must be fixed.V-Model of Testing in MKISSystem testing is too important to leave to the end of the project, so the V-Model of testing in Marketing Information System incorporates testing into the entire system development cycle.

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It illustrates that,

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Testing canand should start at the very beginning of the system development. How each subsequent phase should verify and validate work done in the previous phase.

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The V-Model ofSoftware TestingBusiness Case and Statement of Work Production VerificationSystem SpecificationUser Acceptance TestingArchitectural Design System and Integration TestingTechnical Design and CodingUnit TestingImplementationTesting RelationshipWork FlowValidation and Verification

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Types of Tests The V-Model of testing in Marketing information System identifies four testing phases, each with a certain type of test associated with it.

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Unit TestingAlso knownas Module Testing or Component Testing.

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Individual modules andcomponents are tested, ensuring that they function properly.

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Done by thedevelopers and not by end-users.Entry Criteria:♦ System Requirements are at least 80% complete and have been approved to-date. ♦ Technical Design has been finalized and approved. ♦ Code development for the module is complete. Exit Criteria:♦ No major or critical defects prevents any modules from moving to Integration Testing. ♦ Project Manager approval has been received.

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Integration TestingTests allthe components and modules that are integrated to form a sub-system.

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Tests the interactionwith between the modules.

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When a defectis discovered, only those tests with a connection to the defect must be rerun.Entry Criteria:♦ Unit testing has been completed and signed off. Exit Criteria:♦ All sub-systems meet the desired functionality and performance requirements. ♦ Outstanding defects have been identified, documented, and presented to the business sponsor.

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System TestingTesting thesystem as a whole.

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Evaluates the system'scompliance with its specified requirements.

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Checks for unexpectedinteraction between the units and modules.

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When a defectis discovered, previously executed system tests must be rerun after the repair is made.

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Requires many testruns, because it entails feature by feature validation of behavior using a wide range of both normal and erroneous test inputs and data. System TestingTesting the system as a whole.

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Evaluates the system'scompliance with its specified requirements.

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Checks for unexpectedinteraction between the units and modules.

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When a defectis discovered, previously executed system tests must be rerun after the repair is made.

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Requires many testruns, because it entails feature by feature validation of behavior using a wide range of both normal and erroneous test inputs and data.System TestingLoad factor Recovery testing SecuritytestingStresstestingPerformancetesting

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Entry Criteria:♦ IntegrationTesting for each sub-system has been completed and approved.Exit Criteria:♦ Application meets all documented functional requirements.♦ No known critical defects prevent moving to the User acceptance Testing. ♦ All appropriate parties have approved the completed tests.

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User Acceptance TestingFinalstage in the testing process before system is accepted for operational use.

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Reveal requirement problemswhere system facilities do not really meet the users needs or system performance.Alpha Testing:Done if the system is made for a single customer.

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Testing the systemwith data supplied by the client.

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Continues until thesystem developer and the client agrees that the delivered system is acceptable.Beta Testing:When a system is to be marketed as a software product.

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It involves deliveringa system to potential customers.They report problems to the system developers.

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After the feedback,the system is modified and either released for further beta testing or for general sale.Entry Criteria:♦ Business requirements have been met.♦ Security requirements have been documented and necessary user access obtained. Exit Criteria:♦ UAT has been completed and approved by the user community.♦ Change Control Management is managing requested modifications and enhancements.♦ Business sponsor agrees that known defects do not impact a production release.

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Production Verification TestingFinalopportunity to determine if the system is ready for release.

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Purpose is fora period of time simulate real business activity.

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As a sortof full dress rehearsal, it should identify anomalies or unexpected changes to existing processes.

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Mock production runswillverify that the existing business process flows, interfaces, and batch processes continue to run correctly. Entry Criteria:♦ Known defects have been documented.♦ Migration package documentation has been completed, reviewed, and approved by the production systems manager.

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How do wemaintain the system?

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SYSTEM MAINTENANCEOnce asystem is fully implemented and being operated by end users, the maintenance function begins. System maintenance is the monitoring, evaluating and modifying of operational information system to make desirable or necessary improvements. Regardless of how well designed, constructed and tested a system or application may be, there may be any need in order to conducting System Maintenance.*Changing needs of dynamic and competitive market. *Negative feedback provided by the evaluation process. *Maintaining the marketing information system at the highest level of effectiveness and efficiency. *Removing existing errors in the information system.. REASONS TO CONDUCT SYSTEM MAINTENANCE

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FUNDAMENTAL OBJECTIVES OFSYSTEM MAINTENANCETo make predictable changes to existing programs to correct errors that were made during system design or implementation.To preserve those aspects of the program that were correct and to avoid the possibility that “fixes” to programs cause other aspects of those programs to behave differently.To avoid as much as possible degradation of system performance. Poor system maintenance can gradually erode system throughput and response time.

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Types of SystemMaintenanceCorrective maintenance: It aims to correct any remaining errors regardless of where they may arise – design, coding, testing, documentation etc.Adaptive maintenance: It changes the system to react to the changes in which the system operates, e.g., porting to a new compiler, operating system or hardware.Preventive maintenance: It involves the activities to update the software in anticipation of any future problems.Perfective maintenance: Perfective maintenance is where the most of the maintenance time and money is spent. It improves the efficiency and effectiveness of the system.

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System maintenance tasks

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Validating the ProblemThefirst task of the system analyst or the programmer is to validate the problem. Working with the users, the team should attempt to validate the problem by reproducing it. There could be following possible effects of bug:One possible output is an unsubstantiated bug(means we r not sure dat it is a bug).In some cases the analyst confirms the error but recognizes it as a simple misuse or mistaken use of the program.

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Benchmark Program This task can be performed by either system analyst and/or programmer. Users should also participate to ensure that the test is conducted as closely as possible under some circumstances that simulate a normal working environment.

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Study and debugthe programThe programmer response to “bug-fix” requirements that establish the exception for fixing the problem. The programmer “debugs” (edits) a copy of the problem program. Changes are not made in the production program. The result is corrected version of the program.(deleivery of software’s new version)The purpose of program studies is to gain insight into how program works and doesn’t works. Program studies can also lead to better estimates of the time and resources that will be required to fix the error.

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Test the programAcandidate release of the program must be tested before it can be placed into operation as the next new version of the production program.The following tests are essential :Unit testing ensure that the stand-alone program fixes the bug without undesirable side effect to the program.System testing ensures that entire application, of which the modified program was a part , still works.Regression testing extrapolates the impact of the changes on program .

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CASE STUDY:Market InformationSystem boosts incomes of Ukraine’s small& medium sized growers

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Abstract:A MarketInformation System (MIS) was created by the Agricultural Marketing Project (AMP) jointly with its Ukrainian subcontractor APK-Inform It helped boost sales and profits of small and medium sized growers, and attracted significant investments. Resulted in about $20 in additional benefits to farmers for each $ spent and became self sufficient in 3 years from its launch.

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Problem statementLack ofmarket infrastructure. Growers did notknow where and how to sell fruits & vegetables and consumers paid relatively high pricesfor these productsComplete lack of market transparency.Lack of widely recognized standards for thefruits & vegetables Lack of Internet connection and cell phones. A need to receive easy and fast access, to information about market and market forecasts.

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Creating MIS stepby step

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How AMP’s MISis used in practiceA farmer who had a pessimistic approach towards the MIS. One of the top processing companies procured a serious shortage of its raw material. The web portal helped.One of our farmers decided to expand planting area under onions motivated by high prices for this crop in the past season.

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Ukraine became oneof the largest exporters of onions on the region.Farmers were made aware about new crops, niche products and new technologies to their advantage.Supermarket chains managers start their day from checking daily wholesale prices in the web portal. Most key supermarkets, wholesalers and processors assign specialists to check offers & bids, catalogue, analytics, prices and other parts of the web-portal on a regular basis.

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ImpactSystem has resultedin about $20 in additional benefits to farmers for each $ spent. The web-portal presently attracts around 30,000 unique visitors every month.The MIS helped lower the transaction costs to farmers (reduced by 100-200 times).Allowed farmers to improve their technologies and develop a stronger negotiating position when talking to buyers, use several alternative marketing channels, making their sales more profitable.

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Price information fromvarious regions within the country helped them improve their marketing decisionsFarmers managed to lower production costs, while boosting yields and quality of the final product produced. Information on the web-portal attracted many foreign and domestic investors to Ukraine’s horticultural sector. The number of fruit & vegetable processors increased from 15 in 2003 to about 125 in 2006.

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The number offull-service wholesale companies has increased from virtually zero to around 30 and many mid-size companies were created.Thousands of on-farm and off-farm seasonal and permanent jobs were created.Ukraine, which prior to AMP’s interventions imported fruits & vegetables from neighboring countries, in 2006 became a net exporter of many of these products.

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We all areTHANKFUL!BikramDushyantDineshAseemAarushieAmanChandniParulDeepikaDevika

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