Marketing Information System

670 Words Oct 17th, 2011 3 Pages
A Marketing Information System can be defined as 'a system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis' (Jobber, 2007)
The term is sometimes defined in a limited way to refer to a computer based system intended for use by particular marketing personnel at any functional level for the purpose of solving Marketing Problems.
Alternatively it can be defined in a far broader sense as 'People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers' (Gray Armstrong, 2008)
[edit] Developing an MIS
A system is created in three phases
1.
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Using this information, it can track the effectiveness of promotions, trace customers who have defected to other stores and keep in touch with them if they relocate.
Information from internal records is usually quicker and cheaper to get than information from other sources, but it also presents some problems. Because internal information was for other purposes, it may be incomplete or in the wrong form for making marketing decisions. For example, accounting department sales and cost data used for preparing financial statements need adapting for use in evaluating product, sales force or channel performance.
[edit] Marketing Intelligence
Everyday information about developments in changing marketing environment that helps managers prepares marketing plans. The marketing intelligence system determines the intelligence needed, collects it by searching the environment and delivers it to marketing managers who need it. Marketing intelligence comes from many sources. Much intelligence is from the company's personnel - executives, engineers and scientists, purchasing agents and the sales force. But company people are often busy and fail to pass on important information. The company must 'sell' its people on their importance as intelligence gatherers, train them to spot new developments and urge them to report intelligence back to the company. The company must also persuade suppliers, resellers and customers to pass along important intelligence. Some information on…