MARKETING INFORMATION SYSTEMS

Modeling systems and Decision support systems.INTRODUCTION The MIS plays a major role in the organization by satisfying the diverse needs through a variety of systems such as Query systems. Analysis systems. .

production and personnel becomes more efficient. The manager is kept alert by providing certain information indicating and probable trends in various aspects of business.IMPACT OF MANAGEMENT INFORMATION SYSTEM   The impact of MIS on the functions is in its management. finance. . With a good MIS support. the management of marketing. This helps in forecasting and long-term perspective planning.

and alsothe procedures. databases. methodologies and people necessary for the system to meet its organizationalobjectives. software. It involves the equipment.MIS RELATED TO MARKETING    MIS creates an organized and timely flow of information . MIS encompasses a broad spectrum of activities from simple transaction processingcomplex marketing strategy decision making. .

and promotional effectiveness Schematic . distribution.Marketing MIS  Supports managerial activities in product development. pricing decisions.

DEFINITION  MkIS is a computerized system that is designed to provide an organized flow of information to enable and support the marketing activities of an organization. Analytical and Operational needs  .MkIS . Serves 3 needsCollaborative.

OperationalAddresses these needs through customer management systems that focus on day-to-day processing of customer transactions from intial sale through customer service. Also enables marketers to collaborate with customers on product designs and customer requirements. competitors. Collaborative Enables managers to share information and work together virtually.   . technology and general market conditions. AnalyticalAddressed by decision support applications that enable marketers to analyze market data on customers.

databases. and also the procedures.STRATEGIC ROLE OF MkIS  MkIS creates an organized and timely flow of information required by marketing decision makers. Involves equipment.   Encompasses a broad spectrum of activities from simple transaction processing to complex marketing strategy decision making. methodologies and people necessary for the system to meet its organizational objectives. . software.

information systems. telecommunications and the customer with the marketing process. Internet marketing is characterized by interactivity.   . “Cybermarketing” – Describes internet’s convergence of computers. graphical user interfaces and multimedia content.ROLE OF INTERNET  The advent of internet created a revolution in MkISs.

. Marketing automation encompasses customer management functions to support e-commerce activities.

Systems support . Databases 4.MkIS FUNCTIONAL COMPONENTS  MkIS consists of 4 major components: 1. User interfaces 2. Applications software 3.

User Interfaces: Includes the type of hardware that will be used. formatted and displayed. the way information is analyzed. and how reports are to be compiled and distributed. analyze. . 2. Application software: Programs that marketing decision makers use to collect. and manage data for the purpose of developing the information necessary for marketing decisions.1.

Marketing Databases: It is a system where marketing data files are organized and stored.3.   The data may be collected from internal and external sources. . Data can be organized in a flat file or a relational database 4. monitor its activities and ensure compliance with organizational policies. System Support: It consists of system managers who manage the systems assets including software and hardware network.

BENEFITS OF MkIS 1. Strategic Development: Provides necessary information to develop marketing strategy. It supports strategy development for new products. pricing. 2. distribution. new technologies. . and monitoring of market environment for changes in consumer behavior. product positioning. customer service etc. competitor activities. economic conditions and government policies. marketing communications. Market Monitoring: Use of market research and marketing intelligence activities enables the identification of emerging market segments.

and is an integral part of sales force automation. 4. CRM etc. Strategy Implementation: Provides support for product launches. It enables decisionmakers to manage the sales force and customer relationships more effectively.3. . Functional Integration: Enables the coordination of activities within the marketing department and between marketing and other organizational functions. enables the coordination of marketing strategies.

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