Essential Components of Effective Marketing Information System Essay

A merchandising information musical arrangement (MIS) is intended to bring together disparate items of information into a consistent body of information. An MIS is, as will shortly be seen, more than in the buff data or information suitable for the purposes of decision making. An MIS also provides methods for reading the information the MIS provides.Moreover, as Kotlers1 definition says, an MIS is more than a dust of data collection or a set of information technologies A market information system is a continuing and interacting structure of people, equipment and procedures to gather, sort, analyse, evaluate, and distribute pertinent, incidentally and accurate information for use by marketing decision makers to repair their marketing planning, implementation, and control. Figure below describes the major components of an MIS, the environmental factors monitored by the system and the types of marketing decision which the MIS seeks to underpin. The marketing information systems and its subsystemsThe explanation of this copy of an MIS begins with a description of each of its four main constituent part the internal inform systems, marketing research system, marketing intelligence system and marketing models. It is suggested that whilst the MIS varies in its degree of sophistication with many in the change countries being computerised and few in the developing countries being so a fully fledged MIS should have these components, the methods (and technologies) of collection, storing, retrieving and processing data notwithstanding.Internal reporting systems All enterprises which have been in operation for any period of prison term nave a wealth of information. However, this information often remains under-utilised because it is compartmentalised, either in the form of an individual entrepreneur or in the functional departments of big businesses. That is, information is usually categorised according to its nature so that thither are, for example, financia l, production, manpower, marketing, stockholding and logistical data.Often the entrepreneur, or various personnel running(a) in the functional departments holding these pieces of data, do not see how it could dish up decision makers in other functional areas. Similarly, decision makers can peter out to appreciate how information from other functional areas might help them and and then do not request it. The internal records that are of immediate range to marketing decisions are orders received, stockholdings and sales invoices. These are but a few of the internal records that can be used by marketing managers, but even this small set of records is capable of generating a gigantic deal of information.