Components of a Modern Marketing Information system

Before explaining the marketing information system, we discuss about the

marketing.

Marketing
Marketing is basically related the needs and wants of the people. It identifying the
needs and wants then fulfill and satisfying these needs and wants with quality
products.

Marketing Information System

in the modern business world, the manager of the organization needs to observe
and knowledge about the market and see that what happened outside the
organization, what changes occur and what the customer wants because the needs
and wants of the customer changes very fast. So if the marketing manager doesn't
know these changes then he/she cannot get the good business for their company
and the competitors of the company get good market share.

So due to the marketing information system, the organizations get information

from the market. This information system has two advantages,

 The organization has good methods to collect data and this data is reliable
and structured.
 And the organizations have the enough time to made their policies and get
the competitive advantage in the market.

So the marketing managers use these methods to observe the changes and also
know the need and wants of the customer and their preferences and their behaviors
about the particular product.

Marketing Information System consist of people, methods and procedure to

collect, analysis and sort the information and use this information for timely and
accurate decisions about the market.
 Marketing Information System has three components

1. Internal Record

I. The Order-to-Payment Cycle

II. Sales Information System
III. Databases, Data Warehousing and Data Mining

2. Marketing Intelligence System

3. Marketing Research
These three component define by KOTLER PHLIP (2009)
Marketing Management, Dehli, Dorling Kindersley (p63)

1. Internal Records
In this method the marketing managers see and analyses company's internal
records and activities and uses them for the decision making and also solve the
problem.

I. Order-to-Payment Cycle
Today's in fast moving business word the companies need to complete their work
very quickly because customer wants to deliver their products on the due date. If
the company can't do it then they loose their customers and also loose the market
share. Due to this most of the companies use internet and intranet to complete their
sales work quickly and also connect with their customers and their suppliers and
also observe their sales and demand of the customer regarding their products.

II. Sales Information System

To stay in the market, the marketing managers continuously observe their sales and
on the bases of these sales reports they make decisions on production. The
companies use different technologies to observe their sales.

Wal- Mart is one the company who use this method to observe their sale and
maintain their inventory level.
III. Databases, Data Warehousing and Data Mining
The companies store their data in their servers and then use this data for their
decision making. This data also use in the future and make the forecasting and
observe the changes and preferences of the customer needs and wants.

2. The Marketing Intelligence System

In the internal records the companies see and analyses the companies internal
information for decision making but in marketing intelligence system the
companies use daily information outside the company. They use the books,
magazines and internet for data collection and also discussion with the customers
and also with suppliers.

Through this information the marketing managers make their policies before the
competitors and also have enough time to take accurate decision and give the
quality products to their customers and satisfy their needs and wants before their
competitors. The companies use different ways to improve this marketing
intelligence system.

3. Marketing Research System

Some time the marketing managers use this system. This system use when the
marketing managers face specific problem.

In marketing research system the marketing managers use the systematic and
structure methods and procedure to solve the specific problem and fined the
solutions.

Example

Accompany faces the problem of decreasing their sale day by day. The marketing
managers want to the reasons behind this problem then they use this process. They
conduct the formal research and for this purpose they make questioners, surveys
and also do some interviews with the customers and get finding from this research
and solve the problems.