Marketing Information System
INTRODUCTION:
Marketing was the first functional area to exhibit an interest in MIS. Shortly after the MIS concept originated, marketers tailored it to their area and called it the MKIS (MARKETING INFORMATION SYSTEM). Early graphic models of MKISs provide a basis for organizing all functional information systems.
The MKIS consists of three input subsystems: AIS, marketing research, and marketing intelligence. The output subsystems address the information needs of the four ingredients of the marketing mix (product, place promotion, and price), plus an integration of the four.
SUMMARY:
FUNCTIONAL ORGANIZATIONAL STRUCTURE
The term organizational structure refers to how the people in an organization are grouped and to whom they report. One traditional way of organizing people is by function. Some common functions within an organization include production, marketing, human resources and accounting.
FUNCTIONAL INFORMATION SYSTEMS
FIS also known as functional information system may be described as a computer program system which processes the daily information’s such as TPS (Transaction Processing Systems).
MARKETING PRINCIPLES
One definition states that marketing “consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion, and pricing of goods, services and ideas.”
THE MARKETING MIX
The objective is to develop strategies that apply these resources to marketing the firm’s goods, services, and ideas. The marketing strategies consist of a mixture of ingredients called the Marketing Mix: product, promotion, place, and price. They are known as the four Ps.
Product – is what the customer buys to satisfy a perceived want or need. A product can be a physical good, some type of service, or an idea.
Promotion – is concerned with all the means of encouraging the sale of the product, including advertising and personal selling.
Place –
Marketing was the first functional area to exhibit an interest in MIS. Shortly after the MIS concept originated, marketers tailored it to their area and called it the MKIS (MARKETING INFORMATION SYSTEM). Early graphic models of MKISs provide a basis for organizing all functional information systems.
The MKIS consists of three input subsystems: AIS, marketing research, and marketing intelligence. The output subsystems address the information needs of the four ingredients of the marketing mix (product, place promotion, and price), plus an integration of the four.
SUMMARY:
FUNCTIONAL ORGANIZATIONAL STRUCTURE
The term organizational structure refers to how the people in an organization are grouped and to whom they report. One traditional way of organizing people is by function. Some common functions within an organization include production, marketing, human resources and accounting.
FUNCTIONAL INFORMATION SYSTEMS
FIS also known as functional information system may be described as a computer program system which processes the daily information’s such as TPS (Transaction Processing Systems).
MARKETING PRINCIPLES
One definition states that marketing “consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion, and pricing of goods, services and ideas.”
THE MARKETING MIX
The objective is to develop strategies that apply these resources to marketing the firm’s goods, services, and ideas. The marketing strategies consist of a mixture of ingredients called the Marketing Mix: product, promotion, place, and price. They are known as the four Ps.
Product – is what the customer buys to satisfy a perceived want or need. A product can be a physical good, some type of service, or an idea.
Promotion – is concerned with all the means of encouraging the sale of the product, including advertising and personal selling.
Place –