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MARKETING INFORMATION SYSTEMS A LONGITUDINAL ANALYSIS
What is a Marketing Information System (MkIS) in the context of banking?
A Marketing Information System (MkIS) is an organised set of procedures, tools, and techniques for gathering, analysing, and distributing timely and accurate information to support marketing decisions in a bank.
What is the primary purpose of longitudinal analysis in bank marketing information systems?
To track marketing trends and customer behavior changes over time.
What are the four main components of a Marketing Information System?
The four main components are: internal records system, marketing intelligence system, marketing research system, and analytical marketing system (decision-support system).
What is the 4P framework and how is it supported by a bank's MkIS?
Product, Price, Place, Promotion — MkIS provides data for each decision.
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