By

K B Bhajantri
MBA
Kuvempu University,
Karnatak.

Marketing information system

(MIS)

Meaning of MIS:
A marketing information system (MIS) is con
sist of people, equipment, & procedure to gath
er, sort, analyze, evaluate, & distribute the need
ed, timely & accurately information to marketin
g decision makers.

M I S is collects, analysis, & supplies lot of rel

evant information to the marketing managers.
Which is valuable for planning, implementing,
& controlling the market activity.

MIS collects all required information trough it

s subsystem that is called as components of MIS

Components of MIS:
The components are divided into 4 types which are as
follow:

1. Internal records.
2. Marketing intelligence.
3. Marketing research.
4. Marketing Decision support sy
stem.

1. Internal records:
These records provides current information ab
out sales, cost, inventories, cash flow, where m
any companies follow their computerized rec
ords, documents, files and so on.
It helps to marketing managers to gain faster
access to reliable information.

2.Market intelligence:

It collects information from external sources. It prov

ides information about current marketing environme
nt, changing conditions in the market, like customer
needs, demand, habits test, trends etc.

These information can easily gathered by the extern

al sources
like: magazine, trade journals, commercial press and
so on.
These external sources cannot be used directly . it m
ust be evaluated and arranged then it can be used fo

3.Market research:
Marketing Research. (MR)is conducted to solve specific
marketing problems of the company. It collects data abo
ut the problem. That will be tabulated, analyzed &concl
usions are drawn then the solution will be given for the
problem
However, this information is specific information. It can
be used only for a particular purpose.
The scope of MIS is very wide. It includes MR. However,
the scope of MR is very narrow.

4. Market decision support system:

These are the tools which help the marketing m
anagers to analyze data and to take better mark
eting decisions. They include hardware, i.e. com
puter and software programs.
Computer helps the marketing manager to anal
yze the marketing information. In fact, today m
arketing managers cannot work without compu
ters.
There are many software programs, which help
the marketing manager to do market segmenta
tion, price fixing, advertising, budgeting, etc.

Thank you