information system is a computer system which mainly launched to collect data
or information from customers, analyze the related marketing information to the
marketing manager to take effective planning and decision.
is a continuous and permanent process to provide relevant, accurate, update and
reliable information for the market decisions.
“A marketing information system is a continuing and
interacting system of people, equipment’s, and procedures to gather, sort,
analyze, evaluate, and distribute the pertinent, timely, and accurate
information for use by marketing decision-makers to improve their marketing
planning, implementation, and control.” Philip Kotler gives alternative
definition, such as: “A marketing information system (MIS) consists of people,
equipment’s, and procedures to gather, sort, analyze, evaluate, and distribute
the needed, timely, and accurate information to marketing decision makers.”
-By Philip Kotler
According to American
Marketing Association define the function of Marketing Information System:
“…Marketing information system is a sort of actions and
technique for the standard, designed collected works, analysis and management
of information which helps to take marketing decisions in an organization.”
-Sourced from www.ukessays.com,
23rd March 2015
Marketing information system are widely used in
nowadays in marketing process. It helps to collect huge numbers of data from
customers easily by using computer systems and also help to backup data for
It can general designed to below functions:
1)The marketing identification: To determine the potential customers
who is vital , thus to create and build up the suitable planning and products in
order to satisfy their needs and wants accuractely. Therefore marketer can use
MIS to know :
· Where the potential or existing customers are
· When do they buy, will they buy in seasonal, or
frequently and necessarily to them.
· How frequently do they buy
· What quantity do they need each time
2)The purchase motivation: To assess and
evaluate various social, economic and psychological forces factors which
influence the purchase behavior of the market is made. It can be the main
reason to motivate or demand created to push customers to start the consumption.
MIS can statistically using the data on
a period of time to analyze by diagrams to predict the push factors.
3)The product adjustment function: This function includes all
such activities which are necessary to match the product/services offerings
with the market. MIS
4)The physical distribution: MIS can be able to trace the actual movement,
locations of goods from the position of production to the points of consumption
is considered in this function.
5)The communication: MIS provide the communication way through decisions on advertising,
personal selling, sales promotion, publicity, packaging issues in single system.
Therefore, once the decisions of marketing manager was updated, advertising,
sales promotion planning, and lastly the consumers could have the updated informations
shortly; Or any suggestions about delivery from consumers or packaging opinions
from sales, the manager can easily to have the ideas from them as well.
6)The transaction: MIS nowadays includes all such
activities which are needed to facilitate the transfer of title of ownership of
goods/services between the parties in a transaction.
7)The post transaction function: In this function, feedback
about the performance of the product/service is obtained from the customer, so
that customer satisfaction can be ensured.