Introduce el texto aquí

Introduce el texto aquí

1. Concept of MIS

   • is a management information system (MIS) designed to support marketing decision making. Jobber (2007) defines it as a "system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis."

2. Importance and relevance of MIS

   • Importance: Developing an MIS system is becoming extremely important as the strength of economies rely on services and to better understand the specific needs of customers. Kotler, et al. (2006) defined it more broadly as "people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers."
   • Shajahan and arya (2004) stated that, "Demands for the MkIS can be expressed by three crucial developments. Firstly, when companies expand and diversify into new markets, both the companies and customer's point of view are needed to be handled by the marketing managers.

3. Difference between MS and MIS

   • MS
     • Emphasis is on handling external information//.It is concerned with solving problems//It operates in a fragmented fashion – on a project-to-project basis.//It tends to focus on past information.//It is a source of input for marketing information system.
   • MIS
     • It handles both internal and external data.// It is concerned with preventing as well as solving problems// It operates continuously as a system.// It tends to be future oriented.// .It includes other subsystems besides marketing research.

4. Structure of the MIS

   • 1. User interfaces. The essential element of the MAkINAS is the managers who will use the system and the interface they need to effectively analyze and use marketing information. The design of the system will depend on what type of decision managers need to make. 2. Application software. These are the programs that marketing decision makers, use to collect, analyze, and manage data for the purpose of developing the information necessary for marketing decisions. 3. Database marketing. A marketing database is a system in which marketing data files are organized and stored. 4. System support. This component consists of system managers who manage and maintain the system assets including software and hardware network, monitor its activities and ensure compliance with organizational policies.

5. Kottler's model

   • 1.Internal Reports System: It records various data from different department of a company, which is regarded as a major source of information. 2.Marketing Intelligence System: It is a main source used by managers for gaining daily information of the external environment, hence assists the managers to react to the changing rapidly. 3.Marketing Research System: It is used to collect primary and secondary data and displays the results in forms of reports. 4.Marketing Decision Support System: Compared to the supply of the data by the three previous systems, it focuses more on processing the data.

6. Advantages

   • • Organized Data collection – MkIS can help the managers to organize loads of data collected from the market, thus results in an increment in the productivity.•//// A broad perspective – With a proper MkIS in place, the organization can be tracked which can be used to analyze independent processes.//// • Storage of Important Data – The storage of important data is essential in execution and thus proves again that MkIS is not important only for information but also for execution. ////• Avoidance of Crisis – The best way to analyze a stock (share market) is to see its past performance. Top websites like moneycontrol thrive on MIS. ////• Co-ordination – Consumer durables and FMCG companies have huge number of processes which needs to be co-ordinated. These companies depend completely on MIS for the proper running of the organization.////• Analysis and Planning – MkIS plays a crucial role in the planning process, considering the planning procedure requires information. ////
     • • Control – Just like MkIS can help in a crisis, in normal times it provides control as you have information of the various processes going on and what is happening across the company."

7. Possible risks

   • • Opportunities may be missed. • There may be a lack of awareness of environmental changes and competitors' actions. • Data collection may be difficult to analyze over several time periods. • Marketing plans and decisions may not be properly reviewed. • Data collection may be disjointed. • Previous studies may not be stored in an easy to use format. • Time lags may result if a new study is required. • Actions may be reactionary rather than anticipatory.

8. Limitations

   • Kotler and Philip have said that "both primary and secondary researches offer loads of the data and information needed for the marketers, whereas the secondary data sources are relatively superior in quick provision of data at lower cost. Simultaneously, a firm cannot find all the data required by itself, but sometimes can be done with the help of secondary research.