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Definitions:
Marketing Information System (MIS) has been defined as:1. Philip Kotler:
A marketing information system is a continuing and interacting system of people,
equipments, 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, equipments, and
procedures to gather, sort, analyze, evaluate, and distribute the needed, timely, and accurate
information to marketing decision makers.
Components of MIS:
MIS is made of parts, subparts or subsystems which are called the components. Typically,
according to Philip Kotler, a marketing information system consists of four interrelated
components Internal Reports (Records) System, Marketing Research System, Marketing
Intelligence System, and Marketing Decision Support System, as shown in Figure 1. All
components are interrelated and interdependent.
MIS EXAMPLES
DATABASE MARKETING
It
creates
bank
of
information
about
individual
customers.
It uses that information to analyze buying and inquiry patterns, thereby creating the
ability
to
target
goods
and
services
more
accurately.
It can be used to promote the benefits of brand loyalty to customers at risk from
competition.
It can fuel sales growth by identifying customers most apt to buy new goods and
services.