Marketing information systems is one of the marketing subjects that beginner marketers must know. Why? Because marketing information system has a fundamental role in marketing decision-making. So, decision makers need this system to determine a resolution.
=============================================
Read also:
1.http://marketingforbeginner.blogspot.com/2014/07/marketing-decision-support-system-for.html
2. http://marketingforbeginner.blogspot.com/2014/06/marketing-information-system-software.html
3. http://marketingforbeginner.blogspot.com/2014/07/step-implement-marketing-information-system.html
=============================================
The need for marketing information system
Why a company really need marketing information system?
Below are the answer:
Facts
– Manager need information to help him forecast product demand, the amount of increasing a sales (selling productivity), etc.
– Manager and decision maker must make a decision based on the data and detail information.
– Manager and another management team have to monitor the result of the decision which has been made.
– Management team have to check the gap between the implemented strategy and the result.
– Managers must make a decision, and information is really needed for decision making.
Based on above facts, we can draw a conclusion that information is important thing which is needed by management team.
But, the problem are:
– It is difficult to get the right information in the right time.
– There is too much information out there.
– Information arrives too late when needed.
According to above facts and problem, the marketing information system come and evolves. The marketing information system is developed to overcome the problem.
Marketing information system basics
After reading this article, you will know that marketing information is the lifeblood of a marketing process. Decision-makers cannot decide a right conclusion without marketing information systems.
Marketing information is gathered by many internal and external data variables. Marketing decision makers need a lot of information related to these data variables so they can formulate these data variables to become a piece information so that they can make rational marketing decisions in an uncertainty environment (demographic, political, legal, technological,socio-cultural, etc).
Marketing manager use MkIS (Marketing Information System) as a tool to find an instrument for systematization of information, automation of routine processes and support a decision-making process.
What are the components of a modern marketing information system?
Marketing information systems have several components like gathering internal records / data, marketing research activities, and marketing intelligence process.
1. Internal data
Internal data or internal record means data which are collected from daily operations of the company (within the company network), such as: past and current sales performance, cost, cash flow, number of customer and prospects, etc.
2. Marketing research
Marketing research is the activity (people and tools or machine) for collecting then analyzing data for resolving problems and produce simple statement or conclusion.
Marketing research steps are:
1. Defining the problem.
Marketing research methods are:
1. Observational research: gathering primary data by observing relevant people, actions, and situations.
3. Marketing intelligence
Marketing intelligence is process gathering and analyzing competitors data and things which are related to them. The goal of marketing intelligence is to improve a decision making, track the competitor's action, get an early warning of threats or opportunities. We can get the input (the data) from competitor publication, monitoring their social media or social networking, meeting with the people directly or other people who knows the information and has a good relationship with us.
Marketing information systems concept
1. The important role of marketing information system is raise increase the efficiency of company's performance in the tight competition market through supplying right data and then produce the right information for decision-makers.
So, what is marketing information system ?
Information systems that consist of a procedure, machine or tools, and people to gain, analyze and report the proper information to marketing decision makers.
Flow of data or workflow of marketing information system
You can easily see data flow in the picture below:
Benefits of marketing information systems
I have mentioned the ultimate role of marketing information system above. From that role we can acquire a lot of benefits from implementing marketing information systems in our company.
Marketing information benefits are:
1. Develop marketing plan or marketing program effectively.
Distributing and Using Marketing Information System
Information distribution: by entering information into databases and making it available in a time-useable manner.
Distribution media:
1. Intranet: deliver information to employees and other stakeholders.
2. Extranet: disseminate information to key customers and suppliers.
Type of information:
1. About the company's industry
Marketing Information sources:
1. Company's environment.
