What is the marketing information system?
The Marketing Information System is a Business Intelligence software application that analyzes internal and external market research data. It helps managers to take decisions on promotional campaigns, product development, target markets, competitive activities and consumer perception. Data stored and analyzed in the marketing information system can also help evaluate the performance of the company, individual categories of products and business units. Due to the wealth of data that collect these systems, software and server applications that analyze and organize information are essential. These systems collect information that the company could not otherwise be able to collect or observe. For example, food chains capture and analyze consumers' behavior through a sales system and a loyalty card using an automated NG -interaction system. In order to detect consumer needs, the Company must conduct research. Marketing information sysThe topic can help companies to achieve this through data mining techniques. Some consumers are not conveniently publishing their real behavior and perception in more expensive forms of primary research, such as focus groups and surveys. Computer systems can anonymously monitor real behavior and reveal patterns and parallels that surveys cannot.
In addition to investigating internal records related to customer behavior, the marketing information system can collect and monitor information on competition activity. Introduction of new products and sales results can be obtained from external sources and inserted into the system. Its analytical tools can make a comparison between the growth of the sale of the cable product Ompetitor and the company. This can help managers to determine whether it is necessary to be more aggressive in your marketing effort or to adjust the positioning and distribution strategy.
news systems can ODHALit, how well the products are performed on certain markets and distribution channels. For example, if the manufacturer distributes its products in several main food chains, the news system can divide how its products work in each chain in relation to last year's sale. This may indicate the need to increase the space for shelves, introduce more incentives for retailer, sponsor further promotions at the trade level, and push certain categories of products. Depending on the chain clientele and the basic demography, the manufacturer may find that specific product lines work better for some retailers, which can determine the marketing information system.