The marketing information system (MIS) ismaterial resources in the complex, organizational methods, procedures, through which the necessary information is collected accurately and on time, with the necessary periodicity, processed and provided to the competent persons of the organization for making managerial decisions. Having implemented such a system, the organization passes to the world business practice, which, as it should be, is market oriented and gives competitive advantages. This is a kind of work with market information, which allows fuller use of existing opportunities and avoiding threats. The marketing information system, its use makes it possible to raise the competence of not only the management team, but the whole company as a whole.
As noted earlier, the main task is toproviding the necessary marketing information that helps to make correct and timely management decisions. The tasks performed can be divided into the following types:
- periodic monitoring;
- conducting research on demand.
Every normally developing companyfeels the need for certain information: about consumers, competitors, expanding opportunities, solving current problems. If there is a need for special studies on request, the company can perform them both independently and by outsourcing agencies. The choice of the performer, in this case, depends on whether the marketing information system is able to do it the way a professional agency would do. The ability is determined by the experience and resources of IIAs.
In this case, the simplest studies, or, conversely,it is better to conduct unique ones on your own. On the other hand, standard studies that are associated with obtaining primary information are performed better and cheaper by specialized agencies.
What should be noted is thatThe marketing information system in the company must be in direct subordination to the head. This is necessary in order to exclude a biased assessment of the situation that has arisen, and also as a kind of guarantee of independent results of the conducted studies. The form of the IIA is determined by the tasks assigned and the size of the budget allocated for this.
Interaction with specialized agencies makes it possible to obtain the following result:
- a research program developed by specialists;
- making connections and choosing a company in order to conduct the research itself;
- Together with the chosen firm, experts develop methods market research;
- analysis is carried out;
- recommendations are made for decision-making based on research.
If there is no company in the companya specialist engaged in such activities, it would be prudent to have permanent partnerships with one or two specialized agencies. In the course of constant communication, an understanding of the specifics of the problems is achieved.
So, marketing information systems consist of:
- a system based on internal data (this is the reporting of the enterprise);
- information on changes occurring in the external environment;
- a system of research in marketing with the participation of specialists;
- analysis of information received, decisions taken to obtain an opportunity to improve results.
Currently, the analysis of research results is carried out with the help of a huge number of computer programs. Along with fairly simple exist and successfully used very complex options.