Answer: Marketing Information system is a computer-based system intended for use by particular marketing personnel at any functional level for the purpose of solving marketing problems. It is designed for specific research problems to support individual marketing problems. It provides information to facilitate a specific decision. It is designed to focus on narrow problems such as facilitating the design of sales territories, evaluation of outcomes of new product or launching of brand, or specific target markets for marketing actions.
Marketing was the first functional area to exhibit an interest in MIS. Shortly the MIS concept came into being, marketers applied it to their area and called it the MKIS. Early graphic models of MKISs provide a basis for organizing all functional information systems. The model structure consists of input subsystems that gather data and information from inside the firm and from its environment, a database where the data is kept, and output subsystems that transform the data into information.
The MKIS consists of three input subsystems such as AIS, marketing research, and marketing intelligence. The information needs of the four ingredients of the marketing mix (product, place, promotion, and price), plus an integration of the four are taken care of by the output subsystems. Managers in large firms changed their preferences for marketing during the 1980. MKISs today are providing more balanced decision support than did earlier visions.
Functional Organization Structure:
Business firms traditionally have organized in terms of the tasks, or functions, that are performed. All types of organizations have marketing, finance, human resource, and information services functions, although these names do not always appear on doors and organization charts. The only firms with a manufacturing function are those that produce the products they sell.
Functional Information Systems:
The functional organization influence is so prevalent that information systems can be organized functionally. The conceptual systems are mirror images of the physical systems that they represent. The remainder of the chapter will be devoted to the functional information system to emerge – the marketing information system. In their enthusiasm for applying the computer, the marketers built a solid theoretical base upon which information systems for all functional areas can be built.
Marketing Principles:
Many people think of marketing in narrow terms, as including only selling and advertising. In broad terms marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment with through the creating, distributing, promoting, and pricing of goods, services, and ideas. Such a view suggests the broad range of problems that marketing managers must solve as well as the broad range of information that is needed to solve the problems.
Marketing was the first functional area to exhibit an interest in MIS. Shortly the MIS concept came into being, marketers applied it to their area and called it the MKIS. Early graphic models of MKISs provide a basis for organizing all functional information systems. The model structure consists of input subsystems that gather data and information from inside the firm and from its environment, a database where the data is kept, and output subsystems that transform the data into information.
The MKIS consists of three input subsystems such as AIS, marketing research, and marketing intelligence. The information needs of the four ingredients of the marketing mix (product, place, promotion, and price), plus an integration of the four are taken care of by the output subsystems. Managers in large firms changed their preferences for marketing during the 1980. MKISs today are providing more balanced decision support than did earlier visions.
Functional Organization Structure:
Business firms traditionally have organized in terms of the tasks, or functions, that are performed. All types of organizations have marketing, finance, human resource, and information services functions, although these names do not always appear on doors and organization charts. The only firms with a manufacturing function are those that produce the products they sell.
Functional Information Systems:
The functional organization influence is so prevalent that information systems can be organized functionally. The conceptual systems are mirror images of the physical systems that they represent. The remainder of the chapter will be devoted to the functional information system to emerge – the marketing information system. In their enthusiasm for applying the computer, the marketers built a solid theoretical base upon which information systems for all functional areas can be built.
Marketing Principles:
Many people think of marketing in narrow terms, as including only selling and advertising. In broad terms marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment with through the creating, distributing, promoting, and pricing of goods, services, and ideas. Such a view suggests the broad range of problems that marketing managers must solve as well as the broad range of information that is needed to solve the problems.
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