Table of Contents

• The need for marketing information system
• Why a company really need marketing information system?
• Marketing information system basics
• What are the components of a modern marketing information system?
• 1. Internal data
• 2. Marketing research
• Marketing research steps are:
• Marketing research methods are:
• 3. Marketing intelligence

Marketing information systems is one of the marketing subjects that beginner marketers must know. Why? Because marketing information system has a fundamental role in marketing decision-making. So, decision makers need this system to determine a resolution.

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Read also:

1.http://marketingforbeginner.blogspot.com/2014/07/marketing-decision-support-system-for.html

2. http://marketingforbeginner.blogspot.com/2014/06/marketing-information-system-software.html

3. http://marketingforbeginner.blogspot.com/2014/07/step-implement-marketing-information-system.html

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The need for marketing information system

Why a company really need marketing information system?

Below are the answer:

Facts

- Manager need information to help him forecast product demand, the amount of increasing a sales (selling productivity), etc.

- Manager and decision maker must make a decision based on the data and detail information.

- Manager and another management team have to monitor the result of the decision which has been made.

- Management team have to check the gap between the implemented strategy and the result.

- Managers must make a decision, and information is really needed for decision making.


Based on above facts, we can draw a conclusion that information is important thing which is needed by management team.

But, the problem are:

- It is difficult to get the right information in the right time.

- There is too much information out there.

- Information arrives too late when needed.

According to above facts and problem, the marketing information system come and evolves. The marketing information system is developed to overcome the problem.

Marketing information system basics

After reading this article, you will know that marketing information is the lifeblood of a marketing process. Decision-makers cannot decide a right conclusion without marketing information systems.

Marketing information is gathered by many internal and external data variables. Marketing decision makers need a lot of information related to these data variables so they can formulate these data variables to become a piece information so that they can make rational marketing decisions in an uncertainty environment (demographic, political, legal, technological,socio-cultural, etc).

Marketing manager use MkIS (Marketing Information System) as a tool to find an instrument for systematization of information, automation of routine processes and support a decision-making process.

What are the components of a modern marketing information system?

Marketing information systems have several components like gathering internal records / data, marketing research activities, and marketing intelligence process.

1. Internal data

Internal data or internal record means data which are collected from daily operations of the company (within the company network), such as: past and current sales performance, cost, cash flow, number of customer and prospects, etc.

2. Marketing research

Marketing research is the activity (people and tools or machine) for collecting then analyzing data for resolving problems and produce simple statement or conclusion.

Marketing research steps are:

1. Defining the problem.

2. Developing the research plan. 

3. Implementing the plan. 

4. Interpreting and reporting the facts and findings.

Marketing research methods are:

1. Observational research: gathering primary data by observing relevant people, actions, and situations. 

2. Ethnographic research: sending trained observers to watch and interact with consumers in their natural environment.

3. Survey research: this is the most common method used. 

4. Experimental research: for gathering causal information (cause and effect relationship).

3. Marketing intelligence

Marketing intelligence is process gathering and analyzing competitors data and things which are related to them. The goal of marketing intelligence is to improve a decision making, track the competitor's action, get an early warning of threats or opportunities. We can get the input (the data) from competitor publication, monitoring their social media or social networking, meeting with the people directly or other people who knows the information and has a good relationship with us.

Marketing information systems concept

1. The important role of marketing information system is raise increase the efficiency of company's performance in the tight competition market through supplying right data and then produce the right information for decision-makers. 

2. Flow process of the marketing information system is from identifying, collecting, analyzing, defining, up to deciding right conclusion. And forecasting marketing opportunities also. 

 3. Marketing information system comprises relation between people, procedure, and machine / tools to supply a flow of structured information which are collected from internal and external sources.

4. MkIS function: deliver information to the marketing manager (and other decision makers) and partners such as suppliers, resellers. 

5. Good Marketing Information System can balance an information users would like to have against what they need and what is feasible to offer.

So, what is marketing information system ?

Information systems that consist of a procedure, machine or tools, and people to gain, analyze and report the proper information to marketing decision makers.

 

Flow of data or workflow of marketing information system

You can easily see data flow in the picture below:

 

1. Data input. From external and internal. 

2.These data are analyzed by marketing research team. 

3.They use marketing information system tools so that can produce proper information as output.

4.These output is received by Marketing decision makers. 

5.Marketing decision makers draw conclusion based on the information above.

Benefits of marketing information systems

I have mentioned the ultimate role of marketing information system above. From that role we can acquire a lot of benefits from implementing marketing information systems in our company.

Marketing information benefits are:

1. Develop marketing plan or marketing program effectively. 

2. Understanding the customer and anticipating their demand can be achieved with good insight.

3. Competition analysis can be conducted with proper result. 

4. Monitoring Marketing Key Performance Indicator with good understanding. 

5. Conducting test and measure easily. 

6. Finding an outstanding marketing report gradually and easily (hard-copy or soft-copy). 

7. Watching a work progress everywhere via web or smart phone or email. 

8. Collaborating people easily.

 

Distributing and Using Marketing Information System

Information distribution: by entering information into databases and making it available in a time-useable manner.

Distribution media:

1. Intranet: deliver information to employees and other stakeholders.

2. Extranet: disseminate information to key customers and suppliers.

Type of information:

1. About the company's industry 

2. Competitors. 

3. Potential customers. 

4. Reactions to new offers or new customer loyalty programs. 

5. Customer needs. 

6. Reactions to new product or service. 

7. Changes in the competitive environment.

 

Marketing Information sources:

1. Company's environment. 

2. Competitor advertising. 

3. Visiting competitor. 

4. Conducting surveys. 

5. Simple experiments. 

6. Another secondary data. 

7. Trade association. 

8. Chambers of commerce. 

9. Agencies. 

10. Media. 

Please stay tuned, because I will write about a marketing information system tool or software in the next posting. Thank you for reading.