Marketing Information System Essay

INTRODUCTIONmerchandising was the first functional area to exhibit an interest in MIS. soon after the MIS concept originated, marketers tailored it to their area and called it the MKIS ( trade INFORMATION SYSTEM). Early graphic models of MKISs provide a instauration for organizing all functional education systems. The MKIS consists of three input subsystems AIS, trade research, and marketing intelligence. The output subsystems address the nurture needs of the quaternary ingredients of the marketing mix (product, place promotion, and price), plus an integration of the four.SUMMARYFUNCTIONAL organizational STRUCTUREThe term organizational structure refers to how the people in an organization are grouped and to whom they report. bingle traditional way of organizing people is by function. Some common functions within an organization include production, marketing, valet de chambre resources and accounting.FUNCTIONAL INFORMATION SYSTEMSFIS also known as functional cultivation sys tem may be described as a computer program system which processes the daily informations such as TPS (Transaction Processing organisations).MARKETING PRINCIPLESOne definition states that marketing consists of individual and organizational activities that facilitate and speed matching exchange relationships in a dynamic purlieu through the creation, distribution, promotion, and pricing of goods, services and ideas.THE MARKETING MIXThe objective is to develop strategies that apply these resources to marketing the firms goods, services, and ideas. The marketing strategies consist of a mixture of ingredients called the merchandise Mix product, promotion, place, and price. They are known as the four Ps. Product is what the customer buys to satisfy a perceived want or need. A product can be a bodily good, some type of service, or an idea. Promotion is concerned with all the means of encouraging the sale of the product, including publicise and individualized selling. Place deal s with the means of physically distributing the product to the customer through a channel of distribution. legal injury consists of all the elements relating to what the customer pays for the product.EVOLUTION OF THE MARKETING INFORMATION SYSTEMS CONCEPTIn 1996 Professor Philip Kotler of Northwestern University utilise the term marketing nerve center to describe a new unit within marketing to gather and process marketing information. He identified the three types of marketing information. These are the following Marketing Intelligence information that flows into the firm from the environment. Internal Marketing Information information that is gathered within the firm. Marketing Communications information that flows from the firm outward to the environment.EARLY MARKETING MODELSBrien and Stafford were among the first modelers. Basing their design on the four Ps and emphasizing the development of strategic marketing programs. King and Celand stressed strategic planning whereas K otler, Montgomery, and urban, and Crissy and Mossman show decision support. These modeling efforts began in the 1960s and continued into the 1970s.MARKETING INFORMATION SYSTEM MODELIt consists of a combination of input and output subsystems connected by a database.Output SubsystemsEach output subsystems provides information intimately its part of the mix. * Product Subsystems provides information about the firms products. * Place Subsystems provides information about the firms distribution network. * Promotion Subsystems provides information about the firms advertising and personal selling activities. * Price Subsystems helps the manager make pricing decisions. * Integrated-Mix Subsystems which enables the manager to develop strategies that considers the combined effects of the ingredients.DatabaseA structured collection of data. The data that is used by the output subsystems comes from the database.Input Subsystems* Accounting Information System gathers data describing the firms marketing transactions. * Marketing Intelligence Subsystems gathers information from the firms environment that has a bearing on marketing operations. * Marketing Research Subsystems conducts special studies of marketing operations for the intention of learning customer needs and improving marketing efficiency.ACCOUNTING INFORMATION SYSTEMThe collection, storage and affect of financial and accounting data that is used by decision makers. An accounting information system is principally a computer-based method for tracking accounting activity in conjunction with information technology resources. The resulting statistical reports can be used internally by management or externally by early(a) interested parties including investors, creditors and tax authorities.Data for Preparation of Periodic ReportsA classic example of how marketing information can be provided by the AIS (Accounting Information System) is gross sales analysis. Sales Analysis is the study of the firms sales activit y in terms of which products are being sold, which customer are buying the products, and which sales representatives are selling them.Data for Preparation of Special ReportsThe vast majority of data that is used to oppose to managers database queries likely comes from the AIS, e.g. to prepare a sales analysis using 4GL.Data for Mathematical Models and Knowledge-Based SystemsA numeral model is a description of a system using mathematical concepts and language. The process of developing a mathematical model is termed mathematical modeling.