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PROJECT TOPIC AND MATERIAL ON THE IMPACT OF MARKETING INFORMATION SYSTEM (MIS) ON MARKETING DECISION MAKING IN THE ORGANIZATIONS (A STUDY OF SELECTED ORGANIZATION IN SAPELE)
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- Name: The Impact Of Marketing Information System (Mis) On Marketing Decision Making In The Organizations (A Study Of Selected Organization In Sapele)
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THE BACKGROUND OF THE STUDY
Increasingly, the business place is repleted with competition and business failures occasioned by poor business decision. Generally, business decision can make or mar the survival of in organization. Worst still, uniformed decision is no small measure, can lead an organization non existence. Against this back drop, it is critically important for managers and marketers to make decision based on the information available at their disposal. Put differently, to gain a competitive – edge and to become a marketing star, marketing manager must make decisions. Which much be based on information available to them. The information bank or base from which the marketing manager must draw from in order to make strong marketing decisions is the marketing information system (MIS). The MIS be designed and installed by the marketing manager (which must be cooperate wide) to enable him sources, collect, analyze and interpret data about the marketing environment as such information involve the principal objective of assisting him/her make the information decision for the organization. Based on the foregoing, it is evident that MIS does not only help marketing manager to make decision, but tends to suggest that MIS influences marketing decision. This is a true consequent upon the quality and quantity of information contained in the MIS, that is quality and the quantity of information influences the quality of decision made by marketing manager. Therefore the research shall seek to determine in this study the extent to which MIS tends to influences marketing managers in decision making.
1.1 DETAILS OF MARKETING INFORMATION SYSTEM (MIS) A marketing information system (MIS) is a management information designed to support marketing decision making. Jobber (2007) defines it as a “system in which marketing data is formally gathered, stored, Analyzed and distributed to managers in accordance with their information need on a regular basis”. In addition, the online business dictionary defines marketing information system (MIS) as a system that analyzed and assesses information gathered continuously from sources inside and outside an organization. Furthermore, an overall marketing information system can be define as a set structure of procedures and methods for the regular, planned collection, and analysis and presentation of information for use in making decision (Kolter, 2006). Developing a MIS system is becoming extremely information as the strength of economics rely on services and to better understand the specific needs of customer. Kotler, et al (2006) defined it more broadly as people, Equipment, and procedure to gather, sort, analyze, evaluate, and distribute needed and timely information to marketing decision making markers. As our economy focuses on services, marketing is becoming external important to monitor the marketing environment for changes in buyer behavior, competition, technology, economic conditions and government policies. In this sense the role of marketing is become pivotal for an organization to adapt to changes in the marketing environment (Harmon, 2003). The main benefit of marketing system is to integrate market-monitoring system with strategy development and the strategic implementation of policies and processes that help captureand help on consumer management application with marketing decision support systems. This area constitutes marketing intelligence that support customer relations and customer services with real time information and with real time application that support market based approaches.
Robert H, (2003) MKIS is system are composed on four components
- User Interface: The essential element of the MIS 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 depending on what type of decisions managers need to make.
- Application Software: These are the programs that marketing decisions makers use to collect, analyze and manage data for the purpose of developing the information necessary for marketing decisions.
- Database marketing: A marketing database is a system in which marketing data, files are organized and stored.
- System Support: This components consistent of system managers and maintain the system assets including software and hardware network, monitor its activities and ensure compliance with organizational policies.
Along with these components, in MIS system include marketing decision support system (MDSS), which in term rely on simple systems such as Microsoft excel, SPSS, and online analytical tools that help collect data. Data compiled for analysis is stored and processed from a data warehouse, which simply a data respository systems that helps store and further process data collected internally and externally (Harmon 2005).