Marketing Information System Essay Example for Free

market Information System EssayINTRODUCTIONmerchandising was the first operative argona to exhibit an interest in MIS. Shortly after the MIS concept originated, marketers tailored it to their area and called it the MKIS (MARKETING tuition SYSTEM). Early graphic models of MKISs provide a basis for organizing all functional teaching system of ruless. The MKIS consists of three stimulant drug subsystems AIS, merchandise research, and merchandise intelligence. The output subsystems address the information needs of the four ingredients of the trade mix ( crossing, quad promotion, and price), plus an integration of the four. SUMMARYFUNCTIONAL ORGANIZATIONAL STRUCTUREThe term organizational structure refers to how the commonwealth in an organization are grouped and to whom they report. One traditional way of organizing people is by function. approximately common functions within an organization include production, marketing, human resources and accounting.FUNCTIONAL training SYSTEMSFIS also cognise as functional information system may be mentiond as a computer political platform system which processes the daily informations such as TPS (Transaction Processing Systems).MARKETING PRINCIPLESOne description states that marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a propellent environment through the creation, distribution, promotion, and set 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 physical good, some type of service, or an idea. Promotion is concern with all the means of encouraging the sale of the pr oduct, including advertising and personal selling. Place deals with the means of physically distributing the product to the customer through a channel of distribution. Price 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 used the term marketing nerve center to describe a new unit within marketing to gather and process marketing information. He determine 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. archeozoic MARKETING MODELSBrien and Stafford were among the first modelers. Basing their design on the four Ps and emphasizing the development of strategic marketing program s. King and Celand stressed strategic planning whereas Kotler, Montgomery, and urban, and Crissy and Mossman emphasized decision support. These modeling efforts began in the 1960s and move 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 approximately 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* Acco unting 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 purpose of learning customer needs and improving marketing efficiency.ACCOUNTING INFORMATION SYSTEMThe collection, storage and processing of financial and accounting data that is used by decision makers. An accounting information system is generally a computer-based method for tracking accounting employment in conjunction with information technology resources. The resulting statistical reports can be used internally by management or externally by other interested parties including investors, creditors and tax authorities.Data for Preparation of episodic ReportsA classic example of how marketing information can be provided by the AIS (Accounting Information System) is gross sales compe nd. Sales Analysis is the study of the firms sales activity 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 particular ReportsThe vast majority of data that is used to respond 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 mathematical model is a description of a system using mathematical concepts and language. The process of developing a mathematical model is termed mathematical modeling.