bdkbZµ

15
foi.ku lwpuk iz.kkyh
(Marketing Information System)

ikB lajpuk (Lesson Structure)

15.0 mís'; (Objective)

15.1 ifjp; (Introduction)

15.2 foi.ku lwpuk Á.kkyh (Marketing Information System)

15.3 foi.ku lw p uk Á.kkyh ds ?kVd (Components of Marketing

Information System)

15.4 foi.ku lw p uk Á.kkyh dh fo"ks ’ krk,¡ (Features of Marketing

Information System)

15.5 foi.ku lwpuk Á.kkyh dh lajpuk (Structure of Marketing Information

System)

15.6 foi.ku lwpuk Á.kkyh ds dk;Z (Functions of Marketing Information

System)

15.7 foi.ku lwpuk Á.kkyh ds YkkHk (Benefits of Marketing Information

System)

15.8 foi.ku lwpuk Á.kkyh dh gkfu (Demerits of Marketing Information

System)

15.9 lkjka'k (Summary)

15.10 ekWMy iz'u (Model Questions)

15.11 çLrkfor ikB (Suggested Readings)

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 foi.ku lwpuk ç.kkyh

15.0 mís'; (Objective)

bl ikB esa gekjk mís'; iqLRkdky; ,oa lwpuk dsUnzksa esa iznku dh tkus okyh lsokvksa ,oa mRiknksa ds
xq.koDrkijd foi.ku gsrq foi.ku lwpuk iz.kkyh dk v/;;u djukA blds vUrxZr ge foi.ku lwpuk iz.kkyh
ds lUnHkZ esa fofHkUu fo)kuksa ds er izLrqr djsx
a As blds fofHkUu ?kVdksa ij foLrkj ls ppkZ djsx
a As ,d mÙke
foi.ku lwpuk iz.kkyh ds fo"ks’krkvksa dks tkusx
a As ,d vkn'kZ foi.ku lwpuk iz.kkyh ds lajpuk dks js[kkafdr
djsxa s ,o mlds fofHkUu vo;oksa ij ppkZ djsx a As ikB ds vUr esa foi.ku lwpuk iz.kkyh ds izeq[k dk;Z] blds
ykHk rFkk gkfu;ksa ij izdk'k Mkysx a As

15.1 ifjp; (Introduction)

iqLrdky; ,oa lwpuk dsUnz esa mi;ksxdrkZvksa dh lwpuk vko';drkvksa dks iwjk djus ds fy, ge
fofHkUu lwpuk lsok,sa iznku djrs gSa ,oa lwpuk mRikn rS;kj djrs gSaA iqLrdky; dehZ;ksa }kjk vius
mi;ksxdrkZvksa dh lwpuk larqf’V gsrq fd;k x;k ;g iz;kl rHkh iw.kZr% lQy ekuk tk;sxk tc iznÙk bu
lHkh lsokvksa ,oa mRiknksa dks fofHkUu yf{kr ,oa izR;{k@ijks{k :i ls bPNqd mi;ksxdrkZvksa rd lgh le;
ij miyC/k djk fn;k tk;sA ,slk lqfuf'pr djus ds fy, gh ge iqLrdky; esa foi.ku dk dk;Z lEikfnr
djrs gSaA
iqLrdky; esa foi.ku ds dk;Z dks vf/kd xq.koDrkijd cukus ds fy, vko';d gS fd ;g dk;Z ,d
lqfu;ksftr foi.ku lwpuk iz.kkyh ds ek/;e ls lEikfnr fd;k tk;sA blls u dsoy ge lHkh lwpukvksa dk
mfpr ladyu] iz;kZIr laxzg.k] vko';d izlaLdj.k ,oa forj.k fu;ksftr dj ldsx a s oju~ bl izfØ;k dk
mfpr iz;ksx dj foi.ku ds dk;ksZa dks vf/kd xq.koRrkijd cuk ldsx a As

15.2 foi.ku lwpuk Á.kkyh (Marketing Information System)

foi.ku lwpuk iz.kkyh esa lwpuk dk foi.ku ,d ra= ds ek/;e ls fd;k tkrk gSA blesa fdlh dk;Z
vFkok ?kVuk ls lacfU/kr tkudkjh ds NksVs&NksVs VqdMksa ds Lo:i esa miyC/k MsVk dks ,df=r dj] lkFk esa
ykdj] izlaLÑr dj] mUgsa ml dk;Z vFkok ?kVuk ls lEcfU/kr lwpuk dk Lo:i iznku fd;k tkrk gSaA foi.ku
lwpuk iz.kkyh dks foi.ku ls lEcfU/kr fu.kZ; fu/kkZj.k gsrq ewy MsVk dks ,d lkFk ykus ds iz;kl ds :i esa
tkuk tkrk gSA
fQfyi dksVyj ds vuqlkj ^^foi.ku lwpuk iz.kkyh ,d laxzg iz.kkyh ;k lwpuk rduhdh dk ,d
lewg ek= gh ugha gS cfYd mlls dgha vf/kd gSA ,d foi.ku lwpuk iz.kkyh midj.kksa rFkk mi;qDr lwpukv®a
dks izkIr dj] mUgas ewY;kafdr] fo'ysf’kr rFkk le; ls forfjr djus dh ,d fujarj ,oa ijLij tqM+h gqbZ
lajpuk gSA ftldk iz;ksx foi.ku ls lEcfU/kr fu.kZ; ysus] ;kstuk cukus] mUgsa ykxw djus ,oa ml izfØ;k
ij fu;a=.k LFkkfir djus esa gksrk gSA**

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 foi.ku lwpuk ç.kkyh

ewyr% foi.ku lwpuk iz.kkyh fofHkUu izcU/ku ds dk;kZsa ds vk/kkj ij lwpuk vko';drkvksa dh iwfrZ gsrq
MsVk ds ladyu] izlaLdj.k] laxgz .k ,oa forj.k dks fu;ksftr djus dh ,d iz.kkyh gS] ftldk fuekZ.k foi.ku
fu.kZ; fu/kkZj.k ds fy, fd;k tkrk gSA
tkWcj ds vuqlkj ^^foi.ku lwpuk iz.kkyh ,d ,slh iz.kkyh gS] ftlesa izca/kdksa dks mudh lwpuk
vko';drk ds vuqlkj foi.ku ;ksX; MsVk izkIr] laxzfgr] fo'ysf’kr ,oa forfjr fd;k tkrk gSA^^

15.3 foi.ku lwpuk Á.kkyh ds ?kVd (Components of Marketing Information

System)

jkWcVZ gkeksZu ds vuqlkj ^foi.ku lwpuk iz.kkyh ds eq[;r% pkj ?kVd gksrs gS&
1- iz;ksDrk baVjQsl
2- ,IYkhds'ku lk¶Vos;j
3- MkVk csl foi.ku
4- iz.kkyh lgk;d
Á;q D rk baV jQsl
;g foi.ku lwpuk iz.kkyh dk ,d vko';d rRo gS] tks izcU/kd iz.kkyh ,oa bUVjQsl dk mi;ksx
viuh vko';drkvksa vuqlkj foi.ku lwpuk LFkkukUrj.k djsxkA
vuq Á ;ksx lk¶Vos; j
;g ,d izksxzke gksrk gS] tks foi.ku fu.kZ; fu/kkZj.k }kjk foi.ku fu.kZ;u ds fy, vko';d lwpuk
ds fodkl ds fy, MkVk dk laxzg.k] ewY;kadu ,oa izcU/k djrk gSA
MkVkcsl foi.ku
foi.ku MkVkcsl ,d iz.kkyh gS] ftlesa foi.ku MkVk ls lEcfU/kr Qkbysa O;ofLFkr ,oa laxzfgr
gksrh gaSA
Á.kkyh lgk;d
;g ?kVd iz.kkyh izcU/kd ls lEcfU/kr gksrk gS] tks iz.kkyh ds fofHkUu Hkkx¨a tSls lk¶Vos;j] gkMZos;j]
usVodZ Ldzhu vkfn dks O;ofLFkr ,oa fu;fU«kr djrk gS rFkk budh fdz;kfof/k dks laxBu ds uhfr;ksa ds
vuqlkj fuf'pr djrk gSA

15.4 foi.ku lwpuk Á.kkyh dh fo"ks’krk,W (Features of Marketing Information

System)

foi.ku lwpuk iz.kkyh dh vusdkusd fo"ks’krk,W gaS&

1- fujarj iz.kkyh&foi.ku lwpuk iz.kkyh ,d fujarj pyus okyh iz.kkyh gS] tks yxkrkj lwpu dk
ladyu djrh jgrh gSA
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 foi.ku lwpuk ç.kkyh

2- ewyHkwr mn~ns';& ;g iz.kkyh ewyHkwr mÌs';ksa dks /;ku esa j[kdj gh lgh le; ij] lgh lwpuk]
lgh O;fDr rd igq¡pkrh gS] ftldh lgk;rk ls lgh fu.kZ; ysrs gaSA
3- dEI;wVj vk/kkfjr iz.kkyh& foi.ku lwpuk iz.kkyh esa rduhdh dk iz;ksx gksus ds dkj.k ;g
vk/kqfud ,oa “kq) cuh jgrh gSA
4- Hkfo"; mUeq[kh& foi.ku lwpuk iz.kkyh Hkfo"; dh leL;kvksa ds lek/kku ds fy, lwpuk miyCèk
djkrh gSA
5- lHkh Lrjksa ij ,d lkFk mi;ksx fd;k tk ldrk gSA ;g izcU/ku ds lHkh Lrj¨a ij ,d lkFk
lwpuk izkIr dj ldrh gSA
6- lzkrs & ;g lwpuk dks vkUrfjd ,oa ckg~; nksuksa ek/;eksa ls izkIr djrk gSA
7- fu.kZ;&fu/kkZj.k esa lgk;d& ;g izcU/ku dks “kq) ,oa vk/kqfud lwpuk,sa iznku djkrk gS]
ftlls tYnh ,oa lgh fu.kZ; ysus esa lgk;d gksrk gSA

15.5 foi.ku lwpuk Á.kkyh dh lajpuk (Structure of Marketing Information

System)

foi.ku izcU/kd vko';d lwpuk dk vkdyu

vkUrfjd MkVkcsl
forfjr lwpuk
lwpuk ewY;kadu
foi.ku 'kks/k foi.ku okrkoj.k
foi.ku [kqfQ;k
blesa eq[;r% rhu izfdz;k vf/kd egRoiw.kZ gaS rFkk muds bnZ&fxnZ gh lHkh ?kVuk;sa ?kfVr gksrh gaSA
1- vkUrfjd MkVk
2- foi.ku [kqfQ;k
3- foi.ku vuqla/kku
1- vkUrfjd MkVk
vkUrfjd MkVk dk laxzg.k xzkgd MkVkcsl] foRrh; vfHkys[k¨a ,oa lapkyu fjiksVZ ls gksrk gSA bldk
izeq[k ykHk gS fd blls lwpuk rhoz Xkfr ls ,oa vklkuh ls izkIr gks tkrh gSA
2- foi.ku Kku
foi.ku Kku eq[; #i ls foi.ku Ik;kZoj.k ds VsªUM ,oa izfrLi/kkZ ds ckjs esa miyC/k lkekftd lwpuk
dk pj.kc) ladyu ,oa ewY;kadu gksrk gSA
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 foi.ku lwpuk ç.kkyh

3- foi.ku vuq l a/kku

fdlh ,d laxBu dh fo"ks’k foi.ku fLFkfr;ksa ls tqMs MkVk dh pj.kc) lajpuk] ladyu] ewY;kadu
,oa izfrosnu foi.ku vuqla/kku dgykrk gSA

15.6 foi.ku lwpuk Á.kkyh ds dk;Z (Functions of Marketing Information System)

foi.ku lwpuk iz.kkyh ,d foLr`r ,oa pj.kc) iz.kkyh gS&

1- oxhZdj.k&;g dk;ksZa dk mfpr oxhZdj.k djrh gS rFkk mlh ds vuqlkj lwpuk dk Hkh forj.k djrh
gS] ftlls fd lwpuk lgh txg ij lgh le; ls igq¡p tkrh gSA
2- ekiu ,oa ewY;kadu&foi.ku lwpuk iz.kkyh ds }kjk fdlh Hkh cktkj dh mi;ksxhrk dk ekiu ,oa
ewY;kadu fd;k tk ldrk gSA
3- fu.kZ; Áfrn'kZ&foi.ku lwpuk iz.kkyh ,d izfrn'kZ dk fuekZ.k djrh gS] ftlls fd fu.kZ; ysus esa
lgk;rk gksrh gSA
4- Áfrosnu iz.kkyh&blds }kjk izfrosnu Hkh rS;kj fd;k tkrk gSA
5- lwpuk iqufuZos'k Á.kkyh&foi.ku lwpuk iz.kkyh esa QhM cSd dh Hkh O;oLFkk gksrh gS] ftlls bls
miHkksDrk dh izfrfØ;k ds vuqlkj le;≤ ij v|ru fd;k tkrk gSA

15.7 foi.ku lwpuk Á.kkyh ds YkkHk (Benefits of Marketing Information System)

fujarj c<rs izfrLi/kkZ ,oa cktkj foLrkj ds dkj.k fdlh laxBu dks o‘g~n lwpuk dh vko';drk
gksrh gSA vr% os foi.ku lwpuk iz.kkyh dk fuekZ.k djrs gS] rkfd Kku leL;k dk vklkuh ls funku fd;k
tk ldsA foi.ku lwpuk iz.kkyh ds vusd ykHk gS] tks fuEufyf[kr gaS&
1- O;ofLFkr vkadMksa dk laxzg& cktkj ls vR;f/kd ek=k esa lwpuk dk laxzg.k fd;k tk
ldrk gSA ysfdu ;s MkVk O;ofLFkr ugha gksrs gSA fcuk MkVk dh mfpr O;oLFkk ds og O;FkZ
gksrk gSA foi.ku lwpuk iz.kkyh mRikndrk esa o`f) ds fy, MkVkcsl dks O;ofLFkr djus esa enn
djrh gSA
2- O;kid ifjÁs{;& foi.ku lwpuk iz.kkyh ,d foLr`r ifjizs{; fu/kkZfjr djus esa enn djrk
gS] ftlls lqfo/kk ds fodkl esa dkSu lk dne dc mBk;k tk,] ;g r; fd;k tk ldrk gSA
3- foi.ku lwpuk iz.kkyh egRoiw.kZ MsVk dk Hk.Mkj.k djrk gS] ftlls fd ml MsVk dk tc t#jr
iMs] vklkuh ls izkIr fd;k tk ldsA
4- ;g gesa ladV ds cpkus esa Hkh enn djrk gSA tSls& foi.ku lwpuk iz.kkyh ds }kjk ge ;g
tku ldrs gSa fd fdlh “ks;j dh fLFkfr iwoZ esa D;k jgh gSA bl izdkj ;g ykHk ,oa ekftZu
dh fLFkfr;ksa dks Hkh tkuus esa enn~ djrh gSA
5- ;g dEifu;ksa ,oa mlds foHkkxksa esa leUo; LFkkfir djrh gSA
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 foi.ku lwpuk ç.kkyh

6- foi.ku lwpuk iz.kkyh fdlh Hkh izdkj dh ;kstuk cukus ds fy, egRoiw.kZ gSA lwpuk ds vHkko
esa ;kstuk ugha cuk ldrs gaSA ;kstuk cukus ds fy, laxBu dh {kerk] dkjksckjh ekgkSy vkSj
izfr;ksxh fo'ys’k.k tkuuk izeq[k gSA ,d mfpr foi.ku lwpuk iz.kkyh esa] ;s lHkh lwpuk,sa
miyC/k gksrh gaS ,oa le;&le; ij vk|ru gksrh jgrh gaSA
7- fu;a=.k& fdlh Hkh iz.kkyh dh lQyrk bl ckr ij fuHkZj djrh gS fd mldk laxBu ds lHkh
i{k¨a ij fu;a=.k fdruk gSA foi.ku lwpuk iz.kkyh dEifu;ksa ij cjkcj fu;a=.k cuk,
j[krh gSA

15.8 foi.ku lwpuk Á.kkyh dh gkfu (Demerits of Marketing Information System)

fdlh Hkh iz.kkyh ds ykHk gksus ds lkFk&lkFk dqN gkfu;sa Hkh t#j gksrh gSaA vr% bleas Hkh dqN gkfu;sa
gaS tSls j[k j[kko ,oa tfVyrkA ,d mi;qDr foi.ku lwpuk iz.kkyh LFkkfir djus esa cgqr lh ck/kk,¡ Hkh vkrh
gaS tSls ,e0 vkbZ0 ,l0 esa ;fn xyr tkudkjh Mkyrs gSa rks og xyr gh ifj.kke crk;sxk rFkk ,sls esa mldk
mi;qDr fQYVj Hkh g¨uk t#jh gSA

15.9 lkjka'k (Summary)

izLrqr ikB esa iqLrdky; ,oa lwpuk dsUnzksa dh lwpuk lsokvksa ,oa lwpuk mRiknksa ds mi;qDr foi.ku
gsrq foi.ku lwpuk iz.kkyh dh vko';drkvksa dks le>us dk iz;kl fd;k x;kA blesa foi.ku lwpuk iz.kkyh
ls lEcfU/kr fofHkUu fo)kuksa }kjk nh x;h ifjHkk’kkvksa dks izLrqr fd;k x;kA foi.ku lwpuk iz.kkyh ds fofHkUu
?kVdksa dks foLrkj ls le>k;k x;kA geus ,d vkn'kZ foi.ku lwpuk iz.kkyh dh fo"ks’krkvksa ij izdk'k MkykA
;gk¡ foi.ku lwpuk iz.kkyh dh lajpuk ,oa dk;ksZa dks Li"V fd;k x;kA vUr esa foi.ku lwpuk iz.kkyh ds
fofHkUu ykHk ,oa gkfu;¨a dks Hkh O;Dr fd;k x;kA
fdlh Hkh laLFkk esa foi.ku ds dk;ksZa dks xq.koRrkiwoZd lEikfnr djus ds fy, ;g vko';d gS fd
bu dk;ksZa dks foi.ku lwpuk iz.kkyh ds ek/;e ls fu;af=r fd;k tk;sA ,slk djus ls laxBu dks u dsoy
foi.ku ls lEcfU/kr loksZÙke ifj.kke izkIr gksx
a s cfYd laxBu dh fofHkUu bdkbZ;ksa ds e/; xq.koÙkkijd izcaèku
lqfuf'pr fd;k tk ldsxk A

15.10 ekWMy ç'u (Model Questions)

1- foi.ku lwpuk iz.kkyh D;k gS \

What is Marketing Information System ?
2- iqLrdky; ,oa lwpuk dsUnzksa esa foi.ku lwpuk iz.kkyh ds ykHk crk,saA
Discuss various benefits of Marketing Information System in libraries and
information centres.

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 foi.ku lwpuk ç.kkyh

3- foi.ku lwpuk iz.kkyh ds fofHkUUk ?kVdksa dk o.kZu djrs gq, bldh lajpuk
iz L rq r dhft, A
Express the structure of Marketing Information System while presenting its
various components.
4- foi.ku lwpuk iz.kkyh ds fofHkUu dk;ksZa dh O;k[;k dhft, A
Discuss various functions of Marketing Information System.
5- foi.ku lwpuk iz. kkyh dh fofHkUu fo"ks’krkvksa dks izLrqr dhft,A
Discuss various characteristics of Marketing Information System.

15.11 lUnHkZ lwph (References)

1. Guha (B). Documentation and Information. Ed 2. Calcutta, World Press, 1983

2. Kumar (P S G). Foundations of Library and Information Science. Delhi, B.R.
Publishing Corporation, 2012.
3. Bryson (J). Effective Library and information Centre Management. England, Gower,
1990.
4. Evans (GE). Management Techniques for Libraries. New York, Academic Press,
1976.
5. Evans (GE), Ward (PL) and Ruzaas (B). Management Basics for Information
Professionals. New York, Neal-Schuman Publishers, 2000.
6. Haynes (WW), Massie (JL) and Wallace (MJ). Management: Analysis, Concepts
and Cases. 31 ed. New Jersey, Prentice Hall, 1975.
7. Bawden (D). User-oriented Evaluation of Information Systems and Services.
Aldershot, Gower, 1990.
8. Haag (S), Cummings (M) and McCubbrey (DJ). Management Information Systems
for the Information Age. 5 ed. Boston, McGraw-Hill/Irwin, 2005.
9. Laudon (KC) and Laudon (JP). Management Information Systems. Managing the
Digital Finn. 9 ed. New Jersey, Prentice Hall, 2005.
10. O’Brien (JA). Introduction to Information Systems. 12 ed. Boston, McGraw-Hill/lrwin,
2005.
11. O’Brien (JA) and Marakas (GM). Management Information Systems. 7 ed. Boston,
McGraw-Hill/Irwin, 2005.
12. Post (GV). Management Information Systems. 4 ed. Boston, McGraw-Hill/Irwin,
2005.
Rizzo (IR). Management for Librarians: Fundamentals and Issues. West Port,
Greenwood Press, 1980.

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