SEM II
Tolston
Sports & Entertainment Marketing II
4.01B Acquire foundational knowledge of marketing-information
management to understand its nature and scope
Activity 1: Read the following notes and complete the Crossword Puzzle (obtained from Mrs.
Tolston)
Notes:Marketing Information Systems (MIS) are Management Information Systems designed
specifically for managing the marketing aspects of the business.
MIS means to collect, analyze and supply relevant marketing information to the marketing
managers. The marketing managers use this information for taking effective marketing decisions.
The main purpose of MIS is to provide relevant information to marketing managers and enable
them to make effective marketing decisions.
The following are some of the benefits that can be attained for different types of management
information systems.
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Companies are able to highlight their strengths and weaknesses. The identification of
these aspects can help the company improve their business processes and operations.
Giving an overall picture of the company and acting as a communication and planning
tool.
The availability of the customer data and feedback can help the company to align their
business processes according to the needs of the customers. The effective management of
customer data can help the company to perform direct marketing and promotion
activities.
Management Information Systems can help a company gain a competitive advantage.
Competitive advantage is a firm’s ability to do something better, faster, cheaper, or
uniquely, when compared with rival firms in the market.
MIS deals with and attempts to solve many different marketing problems at one time. For this, it
collects, stores, analyze and supply relevant market information to the marketing managers
In MIS, the data is collected frequently, usually almost daily. This is a must for every
company.MIS is a permanent and continuous system. Here, the inflow of market information
never stops. Data is constantly collected and stored for further analysis. It is properly analyzed,
studied and well-organized before supplying to the marketing managers. MIS has a starting but
no ending point.
MIS is heavily based on the use of computers. Here, computing technologies are widely used to
ease and facilitate data collection, its storage, analysis, retrieval and supply of relevant
information to marketing managers of the company
SEM II
Tolston
Marketing MIS: Marketing Management Information System (MIS) supports managerial
activities in product development, distribution, pricing decisions, promotional effectiveness and
sales forecasting.
A marketing information system (MIS) is a management information system designed to support
marketing decision making. It brings together many different kinds of data, people, equipment
and procedures to help an organization make better decisions.
American academic Philip Kotler has defined it more broadly as "people, equipment, and
procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate
information to marketing decision makers."
MIS not only indicates how things are going, but also why and where performance is failing to
meet the plan. These reports include near real-time performance of cost centers and projects with
detail sufficient for individual accountability. MISs produce fixed regularly scheduled reports to
middle and operational level managers to identify and inform structured and semi-structured
decision problems.
A traditional marketing information system can provide endless benefits to any organization in
the private or public sector, despite its size or level of managerial sophistication.
SEM II
Tolston
Some of these benefits include:
•It enables managers to share information and work together virtually.
•It helps marketers collaborate with customers on product designs and customer requirements.
•It addresses operational needs through customer management systems that focus on the day-today processing of customer transactions from the initial sale through customer service.
•The availability of the customer data and feedback can help the company align their business
processes according to the needs of the customers. The effective management of customer data
can help the company perform direct marketing and promotional activities.
•Information is considered to be an important asset for any company in the modern competitive
world. The consumer buying trends and behaviors can be predicted by the analysis of sales and
revenue reports from each operating region of the company.