definition of marketing information system
A marketing information system can be defined as "a system in which marketing information is formally collected, stored, analyzed and distributed to managers based on their information needs on a regular basis" or as the set of "people, equipment and (...) procedures to collect, sort, analyze, evaluate and distribute accurate and timely information to marketing decision-makers".
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| definition of marketing information system |
The marketing information system is a system, generally computerized, intended to be used by marketing personnel, particularly at all functional levels, to solve marketing problems. He helps the company solve problems related to the marketing of the firm's products (goods and services).
The system is created by an understanding of marketing management information needs. Marketing (sometimes translated into French) is a management discipline that seeks to determine the supply of goods, services or ideas based on the attitudes and motivation of consumers, the public or society in general. A SIM is available to provide information when, where and how the manager requires it. The data is taken from the marketing environment and transferred to the SIM that marketers can use in their decision-making processes.
Composition of a SIM
A SIM consists of the people, equipment and procedures necessary to collect, sort, analyze, evaluate and distribute the information needed by marketing decision-makers. GIS begins and ends with the marketing managers. First, it interacts with these managers to assess their information needs. Then, he develops the necessary information from the brothel's internal files, marketing intelligence activities and the marketing research process. Finally, MIS distributes information to managers in the right form at the right time to assist them in marketing planning, implementation and control.
Functions of a marketing information system
Advertising and promotion
Marketing managers need information to achieve their sales objectives while keeping advertising and promotion costs to a minimum. The computer can use data from market research and promotion models to help 1) select media and promotion methods, 2) allocate financial resources and 3) verify the results of various advertising and promotional campaigns. For example, a market analyst can use a model developed on an electronic spreadsheet to dissect sales data that reflects customer reaction to an ad placed in various media.
Sales forecasting
The essential activities of sales forecasting can be grouped into two categories: Short-term forecasts (less than one year) and long-term forecasts (more than one year). Marketing managers use market research data, historical sales and promotion project data and statistical models to make long-term sales forecasts.
Product management
Product managers need information to plan and monitor the profitability of certain products, product lines and brands. The information provides data on prices, revenues and sales growth for current products and forecasts of products under development. Information and analysis are crucial when it comes to pricing products. There is also a need for information on the resources that developing products will require in terms of manufacturing and distribution. In addition, computer models can be used to assess the profitability of existing products and the potential for success of new products.
Market research studies
Market research information systems provide marketing information to help business leaders make better decisions. These systems provide them with the information they need to plan and control the company's market research projects. Computers, one of the most widely used systems, help managers collect, analyze and update a huge amount of data on trends in a target market that is constantly evolving. These data relate to customers, prospects, consumers, competitors and economic trends in the market. These systems, including the computer, can also collect information through telemarketing techniques. Finally, there are software packages such as statistical analysis packages that help business leaders study the data from these market studies and learn about popular trends.
Marketing management
Marketing managers use computerized information systems to develop short and long-term plans that provide insight into product sales, profits and growth objectives. These information systems facilitate the analysis and monitoring of performance against the objectives of each sector of the marketing function. Computerized decision support marketing models and expert systems are also used to review the results of various marketing plans. A marketing plan is a plan that identifies concrete operational actions planned for a given period of time
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