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Monday, May 17, 2010

MM - Marketing Informatoin System

Marketing Information System (MIS) consist of a set of procedures and methods to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers the regular, planned collection, analysis and presentation of information for use in marketing decisions.

Marketing Information System


















Objective of MIS
  • Provide Right information
  • on Right time
  • to Right person
  • For decision making
Assessment of the information need is important because of following reason:
  • There must be a balance between what information is wanted and what is cost effective, obtainable and needed
  • Too much information can be as harmful as too little information
  • Information gathering costs - It requires effort, time and money.
Information can be obtained from various sources:
  • Internal company records
  • Marketing intelligence system
  • Marketing research
  • Data warehouses - contain all customer information in a single other accessible source
  • Guest history information- booking, cancellation, overbooking, yielding etc.
Sub-system of MIS
Internal Record system - The internal records that are of immediate value to marketing decisions which provide data on sales, costs, inventories, cash flows etc.
  • The Order-to-Payment Cycle
  • Sales Information System
  • Databases, Data Warehouses and Data-Mining
Marketing Intelligence System - A Marketing Intelligence System consist a set of procedures and sources used by managers to acquire day to day information about developments in the marketing environment.

Marketing Research - Marketing research is a process that identifies and determines marketing opportunities and problems to monitors and evaluates marketing actions and performance, and communicates the findings and implications to management.

Decision Support System -
Decision support system consist statistical techniques and decision models to assist marketing managers to make better analysis and decisions.

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