MARKETING INFORMATION 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, Modeling systems and Decision support systems.

IMPACT OF MANAGEMENT INFORMATION SYSTEM

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

MIS RELATED TO MARKETING

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

Marketing MIS

Supports managerial activities in product development, distribution, pricing decisions, and promotional effectiveness

Schematic

MkIS - 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.
Serves 3 needsCollaborative, Analytical and Operational needs

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

STRATEGIC ROLE OF MkIS

MkIS creates an organized and timely flow of information required by marketing decision makers. Involves equipment, software, databases, and also the procedures, methodologies and people necessary for the system to meet its organizational objectives.

Encompasses a broad spectrum of activities from simple transaction processing to complex marketing strategy decision making.

ROLE OF INTERNET

The advent of internet created a revolution in MkISs. Cybermarketing Describes internets convergence of computers, information systems, telecommunications and the customer with the marketing process. Internet marketing is characterized by interactivity, graphical user interfaces and multimedia content.

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

MkIS FUNCTIONAL COMPONENTS

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

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

3. Marketing Databases: It is a system where marketing data files are organized and stored.

The data may be collected from internal and external sources. Data can be organized in a flat file or a relational database

4. System Support: It consists of system managers who manage the systems assets including software and hardware network, monitor its activities and ensure compliance with organizational policies.

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

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