ASSIGNMENT 3

MANAGEMENT INFORMATION SYSTEM

Submitted By:

Roll No. 55,

5th Semester,
Department of IT

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TOPIC:

Marketing Management Information

System

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 Definition of Management Information
system

Before we discuss about use of Management

Information System in marketing we must first be familiar with
the term ‘Management Information System’. It is defined as a
system or process that provides the information necessary to
manage an organization effectively. MIS and the information it
generates are generally considered essential components of
prudent and reasonable business decisions.
Management Information Systems are distinct from
Regular information systems in that they are used to analyze
other information systems applied in operational activities in the
organization. Academically, the term is commonly used to refer to
the group of information management methods tied to the
automation or support of human decision making, e.g. Decision
Support Systems, Expert systems, and Executive information
systems.
MIS should have a clearly defined framework of
guidelines, policies or practices, standards, and procedures for
the organization. These should be followed throughout the
institution in the development, maintenance, and use of all MIS. It
is viewed and used at many levels by management. It should be
supportive of the institution's longer term strategic goals and
objectives.

Marketing – Goals and

Objectives

A market is defined as a commonplace where there are

items for buying as well as selling. Marketing refers to the various
strategies that one uses to build a brand name for products or
services being offered by the company. The end objective of
marketing is to incorporate a sense of recall among the existing
and potential customers regarding the product or the service.

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Marketing helps to establish and enhance the credibility of the
product or the service.

THE MARKETING INFORMATION SYSTEM

Marketing is one of the major factors for the sustenance

of any business as revenues are a direct outcome of it.
Information systems in marketing process include technologies
that allow managers to access important and updated information
about the customer wants and preferences and current market
demands so that they can offer prompt and apt services.
Information Systems also aid in determining and implementing
effective marketing strategy.
The Marketing Information System focuses on only the
marketing aspects of the management information system. It is
an organized way of continually collecting, accessing and
analyzing information that marketing managers need in order to
make better decisions.
To understand the proper role of information systems
one must examine what managers do and what information they
need for decision making. We must also understand how
decisions are made and what kinds of decision problems can be
supported by formal information systems. One can then
determine whether information systems will be valuable tools and
how they should be designed.

COMPONENTS OF A MARKETING INFORMATION

SYSTEM

A marketing information system (MIS) is intended to

bring together disparate items of data into a coherent body of
information. An MIS is more than raw data or information suitable
for the purposes of decision making. An MIS also provides
methods for interpreting the information.

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 INFORMATION

Marketing
Environment
Internal Strategic
Markets Report Marketing Decisions
System Research
Channels System

Competitors

Political Control
Decisions
Legal
Market
Economy Intelligence Marketing
System Models
Technology
Operational
Decisions

MARKETING DECISIONS AND COMMUNICATIONS

Figure1: The marketing Information Systems and its
Subsystems.

The MIS model consists of four main parts: the internal

reporting system, the marketing research system, the marketing
intelligence system and the marketing models.

IMPORTANCE OF MIS IN MARKETING

The marketing function identifies consumer needs

and develops products based on such market needs. It matches
the product offering with the consumer needs and ensures ready

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 buyers for the products of company. Marketing is a crucial activity
for business firms and this function is a major user of information
system facilities.
Some of the areas of applications of MIS in
marketing are as given below:
1. Order Processing System: Computerized order processing
system
Captures sales orders from customers and processes the orders
for further action. It checks the inventory availability,
pending orders, production details etc., before accepting the
customer order. Computerized sales order
processing generates control report daily on orders
processed, details of back orders, etc.

2. Sales Management System: Computerized sales

management
System uses the data from sales order processing system to
generate
Various sales related reports. This system supports accounts
management, direct marketing, sales forecasting and sales
Presentations.

3. Logistics Management: The physical distribution is a major

activity of marketing function. It uses computer based OR
models to find optimum location of warehouses,
shipment routes, quantity to be transported and stocked
etc.

4. Consumer Research: Computerized transaction processing

systems capture huge quantity of data about customers and
their buying patterns etc. It is used to generate vital
information about consumer behaviour.

5. Sales Forecasting: Computer based mathematical and

operations research models are used to forecast sales
and marketing expenses.

Sources of marketing information

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1. Transaction data: The transaction data includes data about
marketing activities such as sales data and sales expense data.

2. Marketing research data: This includes data about

consumers, product promotion, prices, and packaging
distribution agents.

3. Corporate strategy and corporate plans: Corporate strategy

and corporate plans based on detailed analysis of the company’s
capabilities are useful sources of marketing information.
4. Marketing research agencies: Marketing research agencies
regularly collect data about markets and make such
database available to companies at a fee.

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References Used:

1. B.S Poddar, T. Goenkar, ‘Marketing Strategies: Use of

Information
Technology’, 1st Edition, Newman Publishing.
Page No.: 240-244.

2. P.Mohan, “Management information system”, Himalaya

Publishing
House.
Page No: 139-141
3.www.scribd.com
4.www.wikipedia.com

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