Marketing Information System

Only available on StudyMode
  • Download(s) : 496
  • Published : October 10, 2011
Open Document
Text Preview
Information is the lifeblood for decision makers. One of the ways, firm collect information is through a marketing information system. MIS is a process that first determines what information Marketing Managers need then it gather, sort, analyses, store and distribute relevant and timely marketing information system uses. The MIS system includes four important components.

1. Internal databases

2. Marketing intelligence

3. Marketing research

4. Marketing decision support system (information analysis)

Explain each of these various components and discuss their importance and how they are integrated in order to provide the necessary information to decision markers.

Table of Contents

Introduction .......................................................................................................................... 2

Internal Database ................................................................................................................. 3

Data Mart and Data mining ................................................................................................. 4

Importance of internal Database ........................................................................................ 5

Advantages of internal database........................................................................................ 5

Real Case .......................................................................................................................... 5

Marketing Intelligence.......................................................................................................... 6

Market Intelligence from external data ................................................................................ 6

Market Intelligence from internal data ................................................................................. 6

Market Research .................................................................................................................. 7

Market Decision Support System........................................................................................ 9

Marketing Decisions Support System Functions ................................................................. 9

MDSS Analysis ................................................................................................................. 10

Example of the use of MDSS ........................................................................................... 10

Conclusion ......................................................................................................................... 12

Reference............................................................................................................................ 13

Introduction

Collecting the right information is essential for all organizations; it is the lifeblood for decision makers. It is of great strategic value since it helps managers to identify problems and opportunities. Such information helps to carry out tactical and more routine operations. Firms can gain competitive advantages. With accurate, timely, and relevant information, both time and money is saved, and objectives can be achieved. It helps in improving the productivity, anticipates and delivers customer value more effectively and efficiently. This can optimize sales, and if done the right way, it can help monitor changes, patterns and wants of consumers. Marketing is very dynamic, everything keeps changing in this modern world, and the mail goal of all companies is to have a step ahead of other competitors, provide innovation to the consumers, before them. That is why decision makers need to forecast and Marketing Information System (MKIS) helps in achieving this specific objective.

Besides, with the rapid growth of information technology, firms have progressed. Strategic functions...
tracking img