Student

Student
Jun Sun
Journal Title
Global architecture of marketing information systems
Objectives of Course Reading/Study
The objective of this journal is focused on study of information systems that can be applied in
the process of marketing planning. General terms from information systems theory are
examined from marketing perspective, particular examples of marketing activities support are
identified on the basis of literature review and global structure of the Marketing Information
System (MKIS) is proposed.
base on this journal, we can identify and study of the major type of marketing research and
marketing system.
Key words
Marketing Information System, marketing research
Findings
What is Marketing Information Systems?

The essential elements of a marketing information system
Identify marketing research and types of marketing research.
Responsibility for marketing research
Marketing Information Systems

A marketing information system (MKIS) can be defined as a system designed to generate and
disseminate an orderly flow of pertinent information to marketing managers. Thus, marketing
research is concerned with the task of generating information, whereas the marketing
information system is focused on managing the flow of information decision-makers. This
distinction is important because information is worthless unless it is relevant and effectively
communicated.
The essential elements of a marketing information system
The marketing information system of a company is a sub-system of its management

information system. A marketing information system, in turn, consist of four sub-systems.
1. The internal accounting system—a system that reports orders, sales, inventory levels,
receivables and payables.
2. The marketing intelligence system—the set of procedures and sources used by
executives to obtain their everyday information about pertinent departments in the
marketing environment.
3. The marketing research system—the systematic design, collection, analysis and the
reporting of data and finding relevant to a specific marketing situation facing the
company.
4. The analytical marketing system—a system for analysing marketing data using
statistical procedures and mathematical models.
5. Systems 1, 2 and 3 are all data collection methods, whereas 4 is an analytical method.
The point is that it dose work, and many marketing-oriented companies are already
applying the technique.
Identify marketing research and types of marketing research.
Market research is the process of determining the viability of a new service or

product through research conducted directly with potential customers. Market
research allows a company to discover the target market and get opinions and other
feedback from consumers about their interest in the product or service.
Marketing research can contribute to the decision-making process in all aspects of
marketing activity. The major types of marketing research that are conducted can be
described as follows:
1. Marketing research and sales research cover:

(a) Estimates of market size of both developed and new markets
(b) Identification of market characteristics and segments
(c) Identification of market trends
(d) Sales forecasting
(e) Obtaining formation on customers and potential customers
(f) Obtaining information on competitors
2. Product research over:

(a) The generation of new product idea
(b) Product concept testing
(c) Product testing
(d) Test marketing of products
(e) Investigation into different type of packaging
3. Pricing research in concerned with:

The identification of the relationship between a product or service’s price and
demand.
4. Marketing communication research cover:

(a) Research into the effectiveness of marketing communications
(b) Media selection research
(c) Copy testing
(d) Sales territory planning
5. Distribution research cover:

(a) Warehouse location research
(b) Retailer outlet location research
Responsibility for marketing research

sound organization is as essential to effective marketing research as to any other area
of business activity
companies vary a great deal, not only in size but in their own internal organization,
and it is difficult to lay down a general rule as to who should be responsible for the
market research operation. In practice, it varies from company to company,
depending on size and resources. There are four generally accepted source:
-The company’s own research department
-Outside research organization
-Advertising agencies with marketing research departments
-The sales managers and salespeople
Conclusion
In the present complex and changing environment, managers are confronted with
large volumes of information that they must face and incorporate into their decision-
making process. This paper provides a global architectural framework for information
systems managing marketing activities which reduces the wideness of marketing
information system concept.
It includes all important components mentioned in various publications with the level
of detail that makes the architecture able to include the particular
marketing applications.
The individual subsystems of marketing information system are perceived as regular
information systems with their functionality and are discussed from the marketing
perspectives – a special attention is paid to marketing specifics.
It is probably difficult to match this architecture exactly to the particular information
system. However, this framework can be used for the future research in the field of
marketing applications and their classification.
Recommendations
1.To be a good market research manager
-Be a good organizer

-Be a good administrator, able to control staff
-Have a critical mind
-Know all aspects of marketing thoroughly
-Be able to get to with other managers in the company
-Have a sound knowledge of the company’s products and their manufacture, and of
the industry as a whole
2. Disadvantages of four generally accepted sources:

(a) company’s own research department is always in danger of bias in favour of
one’s products. A marketing research agency which handles a wide range
clients and products is bound to have a broader knowledge of techniques than
the staff of a company’s own research department, whose experience is
probably more limited.
(b) Outside research organization are used for overseas research, perhaps
because of language difficulties, but also because a local agency will have a
much better knowledge of the market and of its problems and can do the
survey much more quickly.
(c) Advertising agencies with marketing research department is in danger that in
staff doing the actual research work may be drawn from people who
originated in the advertising. And whose tendency may be more to influence
people than to study their reactions impartially.
(d) The weakness of this mothed lies in the fact that sales staff cannot be
impartial. If they are good salespeople, they must be enthusiastic about the
product they sell, and convinced that it is the best value money. They will,
therefore lack critical approach that is needed for research.
3. Marketing research is important to your company.
Market Research can significantly help your marketing strategy as it helps to provide
key insights and information to the business. It can provide a deeper understanding on
your customer and competitors. Research will help to understand who is buying your
product or service, who is not buying your product or service, what motivates them,
and whether they are loyal to your brand – ultimately leading to increased sales over
time.
Similarly understanding the wider market environment can help identify new
opportunities for your business. As the market changes its important to continue to
research and understand ways you can improve on your offering based on the
changing consumer preferences or market dynamics.
While there were many factors involved in why Nokia had such a spectacular fall
from grace within the electronics market, ultimately, they failed to research and
understand the changing market trends. They were late to the market with new
innovations, while their competitors, customer preferences and technology were
advancing so fast. Others such as Samsung, Huawei and Apple iPhone moved in and
quickly became some of the leading electronics brands in the world.
Refence
https://search.proquest.com/docview/2507316996/2CE16752985D4076PQ/26?
accountid=38643
https://kalyan-city.blogspot.com/2013/01/4-main-components-of-marketing.html
https://www.investopedia.com/terms/m/market-research.asp
https://www.totaljobs.com/advice/market-researcher-job-description

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Global architecture of marketing information systems

Objectives of Course Reading/Study

Marketing Information System, marketing research

What is Marketing Information Systems?

Marketing Information Systems

The essential elements of a marketing information system

The marketing information system of a company is a sub-system of its management

Identify marketing research and types of marketing research.

Market research is the process of determining the viability of a new service or

1. Marketing research and sales research cover:

2. Product research over:

3. Pricing research in concerned with:

4. Marketing communication research cover:

5. Distribution research cover:

Responsibility for marketing research

1.To be a good market research manager

-Be a good organizer

2. Disadvantages of four generally accepted sources:

3. Marketing research is important to your company.

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