Conceptual Model Management Information System

Question: Discuss about the Conceptual Model Management Information System. Answer: Introduction: A marketing information system is a specially designed management information system that supports marketing decisions(Cook, 2008). It comprises of a system that gathers, stores, manages, analyses, and distributes information to managers according to their needs. Data for marketing systems is often collected from sources inside and outside of the organization. It encompasses a set of structured procedure and methods that regular collect and plan data for analysis and presentation that can help making useful marketing decisions. The scope for a marketing information system is to continuously collect data systematically from various sources. Such data yields a variety of information on marketing success and ensures stable operations. Incorporating a marketing information system is extremely important as it strengthens economics of the company and helps takes decisions pertaining to customer behavior and demands. Nature and Purpose of Marketing Information systems The purpose of marketing information system is primarily to strengthen decision making criteria to rely on specific customer needs and better understand the surrounding environment. Thus, marketing information system encompasses people, equipment, analytical tools, techniques, data collection procedures that enables evaluation for taking important decisions(Srensen, 2010). It helps integrate market-monitoring systems along with strategy development as well as implementation of policies as well as procedures which further allows to take steps on customer management applications with marketing decisions support systems. The primary reasons to adopt a marketing information system are; To understand market segments and consumer demands, especially when a company is expanding in the national or international sphere. Consumer brand preferences in their increasing incidence of their income. Marketing Information System helps analyze data pertaining to any information that might be important in making customer choice. Movement of markets from prices to non-price grounds that determine competition is another pertinent area that is catered to by marketing information systems. Thus, the primary advantages of a marketing information system, is that its helps organized data collection, has a broader perspective that helps categories information, helps store relevant data, avoids any sort of crisis, co-ordinates processes, analyses and support planning, allows controlling of processes. But marketing information systems also has potential risks. Key Components The key components of marketing information system comprises of user interfaces, application software, database marketing and system support. User Interface: Existence of a user interface allows effective analysis and use of marketing information. Application software: These are referred to as programs that help collect, analyze and manage data. Database marketing: These are systems where marketing data is arranged, stored and organized. System support: It consists of managers and system administrators that maintains and manages software and hardware as well as network. Along with these components marketing information systems also includes Marketing Decision Support Systems(MDSS), which can be Microsoft Excel, SPSS, online analytical tool aiding data collection procedures and so on. Data is analyzed from data warehouse, that consists of a data repository system which lets store as well as process internal as well as externally collected data. References Cook, R. L. (2008). U.S. Patent No. 7,340,411. Washington. DC: U.S. Patent and Trademark Office. Srensen, C. G. (2010). Conceptual model of a future farm management information system. . Computers and electronics in agriculture, 37-47.