...MARKETING INFORMATION SYSTEM Introduction Globally, there is a wide variety of market information system or services which varies across the world depending on a country or company and the market system that they use. Such system is utilized by country or company to increase the transparency and volume of information that they want to promote depending on the type of products or services that is to be marketed. It is the timely marketing information system that provides the basis for monitoring and estimating emerging market trends. A company may never effectively grow or progress without having the appropriate marketing information system in place. This concept paper looks at Marketing Information System as it is used in the international context and the South Pacific context taking Tonga as a case study focusing mainly on its two major telecommunications that are in place, the Tonga Communications Corporation (TCC) and Digicel Tonga. Concept of Marketing Information System In the global context, expand of market leads to increase in competition among companies or country and at the same time the amount of information that are needed daily become intense. Marketing Information System is than required and become essential for companies to have in place. As defined by Kotler on the Marketing Management Text Book, the concept of Marketing Information System (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely...
Words: 1890 - Pages: 8
...Journal of Marketing 29,1 8 Received June 1994 Information systems in marketing Identifying opportunities for new applications Jari M. Talvinen Helsinki School of Economics and Business Administration, Helsinki, Finland Introduction Over the past three decades, subtle changes in the theory and practice of marketing have been fundamentally reshaping companies. These changes have also been evident in marketing and management related information systems. More and more, companies are faced with the need to control an ever larger and rapidly changing marketing environment. The information processing requirements of companies are expanding as their competitive environments become more dynamic and volatile[1]. To handle the increasing external and internal information flow and to improve its quality, companies will need to take advantage of the opportunities offered by modern information technology (IT) and information systems (IS). Managing marketing information by means of IT has become one of the most vital elements of effective marketing. By collecting and sharing marketing information and by using it to promote corporate and brand image, IS offer new ways of improving internal efficiencies of the firm. Information systems allow dynamic marketing communication between personnel in corporate planning, accounting, advertising and sales promotion, product management, channels of distribution and direct sales. Information technology-based marketing information systems (MkIS) have...
Words: 8377 - Pages: 34
...RUNNING HEAD: MARKETING INFORMATION 1 Marketing Information System Jonique McClain BUS 339: Marketing Research Instructor: Jeanne Oxley May 16,2016 Starbucks Company was established in Seattle in 1971 by Jerry Baldwin, Gordon Bowker and Zev Seigel their dream was to instruct American buyers about the fine espresso drinking background. In 1987 Howard Schultz assumed control over the Starbucks Group, he needed to make the Italian coffee bar encounter in America by making a particular relationship between the clients and their espresso. Just inside a few years they developed from a little espresso business house turning it into a multi-million-dollar player in the business by purchasing just the best espresso accessible and giving the individuals an unmatched store experience. As standing, Starbucks is number one in the forte espresso industry, with more than 12,000 shops in more than 35 nations. Marketing Challenges: Because of the current financial crisis in the world economy Starbucks is forced to call closures of many stores around the world. Another challenge that Starbucks is dealing with is competitors. There are numerous coffee shops all over the world and being able to stand out to generate customers is important. Their main competitors are Dunkin Donuts, McDonald’s, and Nestle in the US and brands like Costa Coffee and Caffè Nero in the UK, the two major markets for Starbucks. It is important for Starbucks to know their competitors...
Words: 1048 - Pages: 5
...SECTION - I 1 INTRODUCTION TO MARKETING PART I Unit Structure 1.0 Objectives 1.1 Introduction 1.2 Meaning & Definitions of marketing 1.3 Importance of marketing 1.4 Scope of marketing 1.5 Concepts of marketing 1.6 Role of marketing manager in changing environment 1.7 Summary 1.8 Exercise 1.0 OBJECTIVES After studying this chapter students will be able to: Understand the meaning and definition of marketing. Explain the nature of marketing Discuss the importance of marketing Know the scope of marketing Explain the concepts of marketing 1.1 INTRODUCTION The emergence of ‗marketing‘ as a business discipline is of relatively recent origin. Though it has been practiced from the time of barter through money economy to today‘s modern complex marketing system, exchanges have been taking place. The ideas associated with marketing have undergone a great deal of change over centuries. Even after marketing became a full–fledged business discipline. Marketing, more than any other business function, deals with customer. It revolves around the customer. Building relationship based on customer value and satisfaction is at the very heart of modern marketing. The pricing strategies adopted the promotional tools selected; the design, shape and size of the product and the place of sales etc. are all decided after finding out the lifestyle, culture, buying habits and media consumption habits etc of all customers Marketing links producers and consumers together for mutual...
Words: 73651 - Pages: 295
...Philosophy Jia lin kong “Socrates asks Euthyphro whether his view is that the Gods love certain act because they are right, or his view is that those act are right because the Gods love them.” the view of Socrates is that he love the god, he will follow all the acts that the God loves. The first view of “God loves them” is “all the right actions right because the God loves them”; the second view of “God loves them” is “God loves right actions because they are already right.” In those two views, we can realize that Socrates thinks all the things are right if the God loves them. The first as the “God says so”, in my mind that is god always right, as in a family, father says everything will be right. Like someone hits someone, the person who hit someone he must wrong, he doesn’t have any excuse, also “kill is wrong because God says it is wrong. Someone in the world, who is a justice person, to kill a hellion, at the end, he still does the wrong thing, because he kills a person. The second as “seems someone make something right, and then the God make sense to that”, in my mind, that it like “God stipulated certain things to be good is because these things itself are good.” Like the philanthropist, who always does benevolent contribution, everyone thinks that is the right thing. In the world, this is the right thing; they contribute their money for the poor people, those poor people have chance to live. I think that Euthyphro will take the first view, “all the right actions...
Words: 468 - Pages: 2
...COMPONENTS OF A MARKETING INFORMATION SYSTEM A marketing information system (MIS) is intended to bring together disparateitems of data into a coherent body of information. An MIS is, as will shortly be seen,more than raw data or information suitable for the purposes of decision making. An MISalso provides methods for interpreting the information. Moreover, as Kotler's definitionsays, an MIS is more than a system of data collection or a set of information technologies: Figure 9.1 The marketing information systems and its subsystems Figure 9.1 illustrates the major components of an MIS, the environmental factorsmonitored by the system and the types of marketing decision which the MIS seeks tounderpin.The explanation of this model of an MIS begins with a description of each of itsfour main constituent parts: the internal reporting systems, marketing research system,marketing intelligence system and marketing models. It is suggested that whilst the MISvaries in its degree of sophistication - with many in the industrialized countries beingcomputerized and few in the developing countries being so - a fully fledged MIS shouldhave these components, the methods (and technologies) of collection, storing, retrievingand processing data notwithstanding. Internal reporting systems: All enterprises which have been in operation for any period of time have a wealth of information. However, this information oftenremains under-utilized because it is compartmentalized, either in the form...
Words: 278 - Pages: 2
...When we talk about marketing in today’s society, it is no longer about billboard signs or 30 second radios spots. To reach the larger audience you need to market where people or going and the internet is where you can get your bang for the buck. When marketing on the internet you want to get your ads where people are on the internet. Google and Yahoo have one of the highest hit rates on the internet and for any business or corporation looking for exposure those two sites are the place to be. Both of these are exceptional websites to starting your marketing campaign. Both have pros and cons that will meet everyone’s needs. How you choose what is best for you is a personal decision but in the end you should meet your marketing goals. First I will tell you a little about both of these services that are provided by Yahoo and Google. Yahoo is a suite of several online marketing tools, including sponsored search, local advertising, and the Yahoo. I will give a brief detail of similarities and differences between the pricing schemes of both Google and Yahoo. First, let’s start off with the similarities between the two. They both offer what they call PPC “Pay Per Click” service which is an advertising program that involves a payment to the host each time a visitor clicks on a link that leads it to a vendor site. Pay Per Click programs, PPC or Pay For Performance are terrific ways to extend your business reach beyond your city and even state. The growth in web traffic generated...
Words: 1545 - Pages: 7
...There is plenty of information around - but often too much of the wrong kind and not enough if the right kind. Marketing Information systems R.A. PROCTOR The Nature of Marketing Marketing management is about finding ways of satisfying customer wants and needs, while achieving organizational objectives or requirements in terms of profit or some other measure of corporate performance. It brings together all customer-impinging resources, such as product design and specification, advertising and other forms of promotion, pricing policy, selling, channels of distribution and physical distribution to achieve this end. These customer-impinging resources are often summarized under four headings and referred to as the four Ps of the marketing mix (price, promotion, place and product). The art or science of marketing management is concerned with making decisions/policies with respect to the elements of the' marketing mix such that the company's interface with its markets is both profitable and customer satisfying. The Need for Marketing Information managers require information to help them forecast changes in product demand, increase selling Productivity, and exercise control over sales and distribution expenses. Marketing is an ongoing process; decisions are made and results of these decisions have he monitored. Consumer and competitor reactions to the company's decisions have to be studied to ensure that the best strategy is being employed. Information on these matters is...
Words: 3668 - Pages: 15
...Marketing Information Systems Robert R. Harmon Portland State University I. II. III. INTRODUCTION MARKETING DECISION SUPPORT SYSTEMS CUSTOMER MANAGEMENT SYSTEMS IV. V. PRIVACY AND THE MARKETING INFORMATION SYSTEM CONCLUSION GLOSSARY customer relationship management (CRM) Software applications manage the interaction of customers with an organization. They are used to increase the return on marketing efforts by enabling the understanding of the complete history of a firm’s interactions with its customers. CRM systems are able to target promotions to likely buyers, facilitate sales efforts, and deliver customer service. cybermarketing The convergence of the Internet, computers, information systems, telecommunications and the customer with the marketing process. data mart A scaled down version of a data warehouse that usually holds a subset of the entire data set in order to provide more focused and faster access to specialized data. data mining Computer-based exploration and analysis of large quantities of data in order to discover meaningful patterns and rules for the purpose of improving marketing, sales and customer service operations. data warehouse Electronic storage that is a repository where data from internal and external sources are collected, organized and stored for future analysis. enterprise resource planning (ERP): Software applications that integrate back-office systems for order processing, manufacturing, finance, accounting, and human resources...
Words: 9350 - Pages: 38
...Relationship Management in SAP system. It is a fully functional, customercentric, e-commerce solution. This solution is designed to provide customers with satisfaction, and loyalty services. It helps to improve the competitive advantage, leading to higher profits. Through implementing SAP-CRM, it will help the enterprise to establish the formidable information sharing platform and to optimize processing flows, so the marketing department can get the marketing information accurately, providing the support directly to the marketing decisionmaking. At the same time, the SAP-CRM system will establish the relationship between marketing department and production department, research department, etc, promoting to form the sales program closed loop, market feedback processing closed loop as well as the new products researches closed loop. By SAP-CRM system, the staff will maintain with the channel customers and the terminal customers steady, assisting to plan and to carry out the sales. Moreover, the SAPCRM system provides the tools for the administrators to manage and monitor the sales persons. Through the SAPCRM’s implementation, it will help to create the more valuable customers relations for the enterprise, such as: innovating the products and services, making the top level marketing processes and maintaining the lasting customers relations. Keywords-SAP-CRM; process;; sales plan Figure 1 Function overview of SAP-CRM II. THE CIGARETTE MANUFACTURING FACTORY’S MARKETING DEPARTMENT MAIN DEMANDS...
Words: 2097 - Pages: 9
...AGRICULTURAL MARKETING INFORMATION SYSTEM (AGMARK-NET) MARKETING INFORMATION SYSTEM: A marketing information system (MIS) is intended to bring together disparate items of data into a coherent body of information. An MIS is, as will shortly be seen, more than raw data or information suitable for the purposes of decision making. An MIS also provides methods for interpreting the information the MIS provides. Definition: - By Philip Kotler A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, needed, timely and evaluate,and distribute accurate information to marketing decision makers to improve their marketing planning, implementation, and control * Interacts with information users to assess information * Develops needed information from internal and external sources * Helps users analyze information for marketing decisions * Distributes the marketing information ATTRIBUTES OF MKIS: MKIS should be a cross between what managers think they need, what they really need, and what is economically feasible. * Relevance to decision making * Reliability (genuine sources) * Clarity * Precision * Timeliness * Strategic value * Accuracy * Completeness * Authenticity COMPONENTS OF MKIS: The marketing information systems and its subsystems Figure illustrates the major components of an MIS, the environmental factors monitored by the system and...
Words: 2832 - Pages: 12
...INFORMATION SYSTEMS AND SOFTWARE APPLICATIONS Irene Anderson BIS/219 BUSINESS INFORMATION SYSTEMS DECEMBER 8, 2010 ROBERT ALLEN INFORMATION SYSTEMS AND SOFTWARE APPLICATIONS In today’s business world, information systems and software applications are used in every department from accounting to human resources. Successful organizations use these tools to survive in today’s computing environment. The types of information systems within an organization are 1) Accounting IS, 2) Finance IS 3) PCM IS, 4) Marketing IS, and 5) Marketing IS. These types of information systems collects, processes, stores, analyze, and disseminate information for specific purpose. For each information system in the organization, a specific software application is used by employees to perform a business task such as HRMS under HR IS, INTACCT under Accounting/Finance IS and QuickBase under marketing IS. “Human Resources Information Systems (HRIS) is a software or online solution for data entry, data tracking, and data information needs of the Human Resources, payroll, management, and accounting functions within a business. It is typically packaged as a database.” An example of HRIS application software is Human Resources Management System or HRMS. HRMS is a software application that helps an employer handle a host of human resources functions. It is a database program that tracks employee attendance, performance reviews, training systems, employee’s skills and workplace preferences. This...
Words: 614 - Pages: 3
...of information systems in careers in one of the following areas: accounting/finance, human resources, marketing, and operations management, and explain how careers in information systems have been affected by new technologies and outsourcing. Information systems refers to interrelated components working together to collect, process, store and disseminate information to support decision making, coordination, control, analysis and visualisation in an organisation. Marketing information is the lifeblood of marketing process. Marketing decisions are affected by many internal and external environmental variables, so the marketing decision maker needs a great deal of information related to these variables, to predict their directions and their expected effects on the internal activities of the organization and the market, in order to make the rational marketing decisions in an uncertainty environment facing the marketing administration. Therefore, it can be said that a marketing information system (MIS) is intended to bring together disparate items of data into a coherent body of information. Hence, as Kotler's definition says, an MIS is more than a system of data collection or a set of information technologies: "A marketing information system is a continuing and interacting structure of people, equipment and procedures to gather, sort, analyse, evaluate, and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning...
Words: 754 - Pages: 4
...Marketing Intelligence & Planning Emerald Article: Improving Marketing Intelligence at Du Pont UK B.A. Tibbert Article information: To cite this document: B.A. Tibbert, 1987"Improving Marketing Intelligence at Du Pont UK", Marketing Intelligence & Planning, Vol. 5 Iss: 4 pp. 23 - 30 Permanent link to this document: http://dx.doi.org/10.1108/eb045756 Downloaded on: 16-10-2012 To copy this document: permissions@emeraldinsight.com Users who downloaded this Article also downloaded: * Andrea Carpignano, Chiara Nironi, Francesco Ganci, (2011),"Technological risk: a criterion for the optimisation of future EU energy supply scenarios", International Journal of Energy Sector Management, Vol. 5 Iss: 1 pp. 81 - 100 http://dx.doi.org/10.1108/17506221111120910 Lord Ezra, 1992"Energy, Politics and the Environment", Managerial Auditing Journal, Vol. 7 Iss: 2 http://dx.doi.org/10.1108/EUM0000000001777 Colin Turner, Paul D. Gardiner, (2007),"De-internationalisation and global strategy: the case of British Telecommunications (BT)", Journal of Business & Industrial Marketing, Vol. 22 Iss: 7 pp. 489 - 497 http://dx.doi.org/10.1108/08858620710828863 Access to this document was granted through an Emerald subscription provided by NANJING AUDIT UNIVERSITY For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines...
Words: 5354 - Pages: 22
...12.5 Human Resource management Information Systems A human resource information system (HRIS) supports the human resources function of an organization with information. The name of this function reflects the recognition that people who work in a firm are frequently its most valuable resources. The complexity of human resource management has grown immensely over recent years, primary due to the need to conform with new laws and regulations. A HRIS has to ensure the appropriate degree of access to a great variety of internal stakeholders, including, the employees of the Human Resources department in performance of their duties, All the employees of the firm wishing it inspect their own records, all the employees of the firm seeking information regarding open positions or available benefit plans, employees availing themselves of the computer-assisted training and evaluation opportunities, managers throughout the firm in the process of evaluating their subordinates and making personnel decisions, and corporate executives involved in tactical and strategic planning and control. let’s see the transaction Processing Subsystems and Databases of Human Resource Information Systems. At the heart of HRIS are its databases, which are in some cases integrated into a single human resource database. The record of each employee in a sophisticated employee database may contain 150 to 200 data items, including the personal data, educational history and skills, occupational background, and the...
Words: 1242 - Pages: 5
