OPEN UNIVERSITY FOR ADULTS.

UAPA

SUBJECT
Marketing Principles

SUBJECT
Marketing Information System

FACILITATOR
Edward Saviñon

PARTICIPANT
Jatnsel R. Alcantara Calderon

REGISTRATION
2018-06663
 Introduction

A marketing information system (MIS) consists of personnel, equipment and procedures

to obtain, sort, analyze, evaluate and distribute necessary, timely and accurate
information to marketing decision makers. The SIM starts and ends with those who use
the information: marketing managers, internal and external partners, and other users
who need marketing information. First, the SIM interacts with these users to determine
information needs. It then develops the necessary information from internal company
databases, marketing intelligence activities and market research. It then helps users
analyze the information and present it in the appropriate form to make marketing
decisions and manage customer relationships. Finally, the SIM distributes marketing
information and helps managers use it in decision making.

I. Prepare a comparative table showing the differences between the different

tools that are part of the Marketing Information System (Market Research,
Market Intelligence and Databases).
 Market Research Market Intelligence Databases
Performs the systematic It achieves the It has consumer and
process of designing, systematic collection market information
obtaining, analyzing and and analysis of publicly obtained from data
presenting data relevant available information sources located within
to a specific marketing about competitors and the company.
situation facing an events in the marketing
organization. environment.
The marketing The goal of marketing
intelligence system intelligence is to
sometimes cannot improve strategic
provide the detailed decision making, The information in the
information needed. assess and track internal database can
Managers then require competitors' come from many
market research. movements, and sources.
provide early warning of
opportunities and
Marketing threats.
Information All marketing decisions The techniques Marketing managers
System must be accompanied by employed range from can easily access
research and information interrogating the information from an
gathering; if a company company's own internal database and
wants to launch a new employees and testing use it to identify
product, it will need competitors' products, marketing opportunities
market research. to internet research, and problems.
stalking at industry
trade shows, and
examining rivals'
dumpsters.
Companies use A good deal of Access to internal
marketing research in a marketing intelligence databases is usually
wide variety of situations can be obtained from faster and cheaper than
the company's own accessing other
staff. sources of information.
 Personal opinion
For me the SIM and its tools are a very important part for a company to have a more
accurate view of what it is looking for in the market.
 Conclusion

Only adequate information allows us to have a company policy that determines the
objectives to be achieved, the activity to be carried out, the decisions to be made, etc.;
to have a program, follow it and coordinate it; and finally, to establish a control
mechanism that verifies that everything is going according to plan, and to make the
necessary corrections and adaptations. Marketing is a philosophy of business
management where the actions of the exchange must have as a starting point the
needs and desires of consumers.

Bibliography

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https://www.esic.edu/documentos/revistas/esicmk/060130_825376_E.pdf
KOTLER. (2008). Fundamentos de Marketing. . Mexico: PEARSON EDUCACIÓN.
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