Like the time in which computers have become common tools business in early 1960, the company is able to collect, store and manipulate large amounts of data to facilitate the work of those who are responsible for marketing decisions. In this capacity he was born system marketing information (MIS), a permanent and organized procedure is to generate, analyze, disseminate, store and retrieve information used in making marketing decisions.
An ideal system should:
Produce periodic reports and studies required the applicant.
Integrating new and old data to update information and identify trends.
Analysis of data using mathematical models that represent the real world.
DESIGN OF AN INFORMATION SYSTEM MARKETING
To build this system, prior to marketing managers must identify what information would help them make wise decisions. First working in close collaboration with researchers and systems analysts, and then determine whether the necessary data are available within the organization, or if you should get it, because they must be organized, how to introduce herself and to manage program delivery.
A marketing information system provides a continuous flow of well-designed information to make management decisions. Its storage capacity and recovery may collect and use various data. Thanks to her manager can continuously monitor the performance of products, markets, vendors and other marketing units.
A marketing information system is very useful for a large company, where information can easily be lost or distorted spread among many people or departments.
The efficiency with which operate the marketing information system depends on three factors:
*The nature and quality of data available
*The ways in which data is processed to obtain information utilizable
*The ability of system operators and managers who use the output to work together
GLOBAL MARKETING INFORMATION SYSTEM
When the company transferred across national borders, also increase the need for information. International organizations have a centralized direction should be aware of what is happening in the world. However, in a recent study found two problems with the design of global marketing information.
*The data manager in a country that used to make operational decisions is sometimes very different from those who need connection-level managers at headquarters to another country to evaluate their performance.
*Not always the hardware and software that is compatible with that used in various parts of the world.
Therefore, design and operate a global marketing information may be more complex to develop a national system.
LIMITATIONS OF MARKETING INFORMATION SYSTEM
When one of these systems does not meet management’s expectations, several explanations are offered:
*It is not always clear that the information regularly required reaching a better decision. Some managers rely heavily on personal experience and intuition, the information obtained from such systems will find it “interesting” but not necessarily useful. Therefore, the marketing information system can deliver what is expected of him, but the results did not improve the quality of decisions because managers will not know what will help in this regard.
*This can be very expensive to obtain, organize and store data and distribute reports tailored to the needs and many managers. Apart from the cost that was supposed to operate the marketing information system should be updated as more sophisticated data are available for managers to identify new and different information needs.
*And perhaps most important, the marketing information system is not sufficient to resolve unexpected problems. The most important challenge facing the erective is a situation where you have to make decisions quickly without having all the crisp detail and knowing the consequences of the choices presented.
The characteristics of the marketing information system born from the skills needed to operate the computer. The organization was forced to rely on many major computers operating a professional programmer to produce the information required by the executive.
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