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International Journal of Academic Research in Commerce & Management
ISSN: 2395-6410 (Online), Volume 1, Issue 1, March-2015, pp.1-3
DESIGNING MARKETING INFORMATION SYSTEM: AN OVERVIEW
Monika Singla
DAV Centenary College, Faridabad(Haryana), India
[email protected]
Abstract— In today’s competitive, complex and dynamic environment it is very essential for the manager to be up to date
about what is happening in the market. The transformation of data available from different sources in to vital
information relevant to management decision is very important for long term survival of the organization. The
information technology revolution since last few years has made it possible. Lots of tools and techniques are available
now days to gather and store different information and use it at the time when it is required. From all these tools and
techniques marketing information system is one of very strong information system designed to support marketing
decision making. To design a marketing information system is not an easy process. It is a very long way process.
Moreover process will not complete since it made once it need continuous monitoring and to feed latest information in it.
The objective of my study is to get the knowledge about how to design a marketing information system and what are the
precautions to be taken while designing marketing information system. After my study I came to conclude that designing
and using a marketing information system is not an easy task.
Keywords— Marketing Information System (MkIS), competition, design of marketing information system.
INTRODUCTION
Marketing information system is a Management
information system designed to support marketing decision
making. Jobber in 2007 defined it as a system in which
marketing data is formally gathered, stored, analyzed and
distributed to managers in accordance with their
information needs on regular basis and Kotler defined it as
“ People, equipment and procedure to gather, sort, analyse,
evaluate and distribute needed, timely and accurate
information to market decision makers. In short we can say
that in this competitive environment survival of a business
firm is based on use of latest information from the market
for its personal use and marketing information system is
the solution for it. As we all know that customer is the king
of market so to get the knowledge about present and
potential customers and to fulfill their expectations a
strong marketing information system is required.
requires gathering relevant data from the internet about
marketing information system. I collected data from some
published papers and use my personnel knowledge about
marketing information system.
MAIN BENEFIT OF MKIS
1.
2.
3.
4.
5.
COMPONENTS OF MKIS
1.
OBJECTIVES OF STUDY
1.
2.
To know about the process of designing marketing
information system.
Precautions to be taken while designing information
system.
2.
RESEARCH METHODOLOGY
Methodology is the systematic, theoretical analysis of the
methods applied to a field of study, or the theoretical
analysis of the body of methods and principles associated
with a branch of knowledge. My research methodology
To integrate market monitoring system with strategic
development.
Strategic implementation of polices and process.
Help to capture and act on customer application and
marketing support system which ultimately help in
building customer relation and providing better
services.
To cope up with changing environment.
To provide timely and accurate information.
3.
4.
User Interface. Essential elements of MKIS manager
who will use the system the interface they need to
effectively analysis and used marketing information.
The design of system depends upon what type of
decision manager makes to need.
Application Software: These are the programs that
marketing decision maker use to collect, analyse and
manage data for the purpose of developing
information necessary for marketing decision
Data Base: Marketing data base is a system in which
marketing data file are organize and store.
System support: This component consists of system
manager who manage and maintain the system assets
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International Journal of Academic Research in Commerce & Management
ISSN: 2395-6410 (Online), Volume 1, Issue 1, March-2015, pp.1-3
including hardware and software and monitor its
activities ensure compliance with organization policy.
by the marketing manager. Internal company data
like sales and order entry system, manufacturing
quality control, advertising monitor, tally marketing
response record, inventory pattern etc. can also
fruitful sources. Personal decision making methods
can also be used as input for MkIS.
NEED OF MKIS
1.
2.
3.
4.
Competitive pressure required the
organization to have ability to compete to produce
and to market developed product more quickly than
before.
The study increases in consumer
expectation about the product. Company need to
satisfy the consumer expectation which require
strong marketing information system.
Wide
spread
production
and
distribution leads to emergence of large market and
the requirement of large number of intermediaries
between producer and final consumer. These
intermediaries become a barrier to the flow of data
that can guide. The development of marketing
decision related to consumer need and desire so
MkIS is important to bridge the gap between
producer and final consumer.
To analysis the information quickly
and inexpensively.
4.
Testing Marketing Information System
After setting up the organization for MkIS collecting
necessary information and inputs for MkIS next step
is to test the MkIS whether it is feasible and whether
it is able to give necessary information or not.
5.
Operationalize marketing Information System
After testing the feasibility of MkIS, MkIS is finally
put to use in the organization to get the desired
information from MkIS. If the MkIS is designed
correctly then it will be able to help the marketing
manager in predicting the future with the help of data
related to past and present.
6.
Monitoring Marketing Information System
Once MkIS is put to use it does not means that
responsibility finished. The MkIS must be monitored
continuously monitor the system and see whether
any changes required in the system or not. You also
have to view whether person using MkIS is
competent enough to use the system or required
training.
HOW TO DESIGN MARKETING INFORMATION
SYSTEM
1.
2.
3.
Identify information need of organization
Marketing activities are directed towards planning,
promoting, selling goods and services and to satisfy
the needs of customers and objective of organization.
So in order to support the decision MkIS is needed to
collect the information. Generally information
needed depend upon customer needs and objective of
information is to collect data about present and
potential customer.
Organization setup for MkIS
Costly system of MkIS first of all needs support of
top management. Structure of MkIS should be
decided according to the size of industry. While
designing organization setup marketing review is
also reviewed because MkIS must provide relevant
information appropriate and decision support tools to
concentrate market planning. Then a team is to be
appointed to coordinate MkIS activities. Another
aspect is that the organization must make realistic
assumptions because useful system may fail due to
unrealistic assumption.
Necessary inputs for designing MkIS
MkIS requires planning and decision making tools
such as Statistical analytical system, Decision
Support System and Executive Support System.
Existing computer processes should also be studied
PRECAUTIONS WHILE DESIGNING MKIS
1.
2.
3.
4.
5.
6.
7.
8.
1.
2.
3.
Information to be feeded in MkIS should be accessed
carefully.
Careful attention should be drawn at the time of
collection of information because wrong information
leads to wastage of both time and money.
Structure of organization should be designed with the
requirement of MkIS.
Inputs to be feeded carefully because one wrong
information can ruin your whole system.
Person who is handling the MkIS must be competent
enough to use the system.
Marketing manager should be unbiased.
Testing is to be done very carefully.
Monitoring is to be done time to time so that any
discrepancy in the system will be removed.
FINDINGS
Marketing information system is a very powerfull tool
in the hands of management.
To fulfill the needs of customers marketing
information system is needed.
Marketing information system is a very costly system.
Web Presence: http://www.ijarcm.sribalajipublications.com
© 2015 Sri Balaji International Journals. Authors are responsible for any plagiarism issues.
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International Journal of Academic Research in Commerce & Management
ISSN: 2395-6410 (Online), Volume 1, Issue 1, March-2015, pp.1-3
4.
5.
1.
2.
To install marketing information system is not an easy
task
Continuous monitoring of marketing information
system is required.
SUGESSTION
Information to be feeded with great care.
Person using the system must have the knowledge
about the method of using the system.
REFERENCES
[1] Hosami, F. (2013). Marketing Information System In
Organizational Process, IJCRB, pp:1-5.
[2] Ismail, D. S. (2011). The Role Of Marketing
Information
System
On
Decision
Making,
International Journal of Business And Social Science,
pp: 175-186.
[3] Marshall, D. K. (n.d.). Marketing Information System
: A Marriage of System Analysis And Marketing
Management, Journal Of Applied Business Research,
pp: 61-70.
[4] Romerio-Serna. (2007). MIS: More Then simple
Technological Box. ESic Marhet, pp: 117-130.
[5] Schonberger, R. J. (2010). MIS Design: A Contigency
Approach. MISRC, pp: 13-20.
Web Presence: http://www.ijarcm.sribalajipublications.com
© 2015 Sri Balaji International Journals. Authors are responsible for any plagiarism issues.
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