4 Principal Components Of Marketing Data Organisation (Mis)

Components of Marketing Information System MIS

Marketing Information System (MIS) collects, analyses, together with supplies a lot of relevant information to the marketing managers. It is a valuable tool for planning, implementing together with controlling the marketing activities.

The business office of MIS is to position (find out) what form of information is required yesteryear the marketing managers. It together with then collects together with analyzes the information. It supplies this information to the marketing managing director at the correct time. MIS collects the information through its subsystems. These subsystems are called components.

The iv principal components of Marketing Information System (MIS) are:

1. Internal Records,
2. Marketing Intelligence,
3. Marketing Research (MR), and
4. Marketing Decision Support System.

The basic components of MIS are depicted together with explained below.

Image credits © Prof. Mudit Katyani.

1. Internal records : The showtime constituent of MIS is ‘Internal Record’. Marketing managers larn lots of information from the internal-records of the company. These records furnish electrical flow information well-nigh sales, costs, inventories, cash flows together with line of piece of job concern human relationship receivable together with payable. Many companies keep their computerized internal records. Inside records assist marketing managers to attain faster access to reliable information.
2. Marketing intelligence :
   1. The instant constituent of MIS is ‘Marketing Intelligence’. It collects information from external sources. It provides information well-nigh electrical flow marketing-environment together with changing atmospheric condition inwards the market. This information tin endure easily gathered from external sources like; magazines, trade journals, commercial press, hence on. This information cannot endure collected from the Annual Reports of the Trade Association together with Chambers of Commerce, Annual Report of Companies, etc. The salesmen’s study also contains information well-nigh marketplace trends.
   2. The information which is collected from the external sources cannot endure used directly. It must endure showtime evaluated together with arranged inwards a proper order. It tin endure together with then used yesteryear the marketing managing director for taking decisions together with making policies well-nigh marketing.
   3. So, marketing word is an of import constituent of MIS.
3. Marketing research : The 3rd of import constituent of MIS is ‘Marketing Research’. MR is conducted to solve specific marketing problems of the company. It collects information well-nigh the problem. This information is tabulated, analyzed together with conclusions are drawn. Then the recommendations are given for solving the problem. Marketing interrogation also provides information to the marketing managers. However, this information is specific information. It tin endure used alone for a item purpose. MIS together with MR are non substitutes of each other. The orbit of MIS is really wide. It includes ‘MR’. However, the orbit of MR is really narrow.
4. Marketing conclusion back upwards system : The 4th constituent of MIS is ‘Marketing Decision Support System’. These are the tools which assist the marketing managers to analyze information together with to accept improve marketing decisions. They include hardware, i.e. reckoner together with software programs. Computer helps the marketing managing director to analyze the marketing information. It also helps them to accept improve decisions. In fact, today marketing managers cannot move without computers. There are many software programs, which assist the marketing managing director to create marketplace segmentation, cost fixing, advertising budgets, etc.