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MARKETING INFORMATION SYSTEM

MARKETING INFORMATION SYSTEM. INTRODUCTION.

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MARKETING INFORMATION SYSTEM

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  1. MARKETING INFORMATION SYSTEM

  2. INTRODUCTION The term “information” is a concept familiar to everyone. Information consists of evaluated data, data being symbols, usually numbers, used to represents thing. This is an era of information explosion. Information is of central importance to good management. The manager is particularly concerned with having complete and high quality information available since his job of planning and controlling the organisation’s activities involve a steady stream of complex choice situations.

  3. NEED FOR MARKETING INFORMATION Knowledge of consumer demand Growing complexity of marketing Changing economic parameters Strides in science and technology Changing competitive conditions Fast growing consumerism

  4. MARKETING INFORMATION SYSTEM DEFINITION “A structure interchanging complex of persons, machines, and procedures designed to generate an orderly flow of pertinent information collected from both intra and extra firm sources for use as the bases for decision making in specified responsibility areas of marketing management”.

  5. ELEMENTS OF GOOD MARKETING INFORMATION SYSTEM • It is a unified and centralised system • It is a decision supporting system • It is compatible with the organisation • It is economical • It is need based and use-oriented • It is fast in communication • It is future oriented

  6. COMPONENTS OF MARKETING INFORMATION SYSTEM Internal Marketing information Marketing Intelligence System Marketing Research System The Management Science System

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