Characteristics Of MIS


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Characteristics Of MIS:

(1)   Continuously operated process: Information is a skilled human accomplishment MIS is a consciously developed technique for the flow of information to the company. It operates continuously. Regular inflow of information acts as a feedback in decision-making. It is an ongoing process as new information is added to the old one in a continuous manner. The information supplied by the MIS should be relevant and pertinent.

(2)   Operates with speed and accuracy. Electronically operated data processing technique can be used to collect and process new information. Computers are now used for raising the efficiency of MIS. This brings speed and accuracy in the MIS and indirectly in the decision-making process.

(3)   Needs cooperation of departments and executives: Close cooperation and understanding among functional departments, executives and specialists (computer expert programmer and system analyst) are essential for purposeful collection and utilization of the market information. Information collection is important but its actual use in the decision-making process is more important. For this, cooperation of departments and executives is essential.

(4)   Facilitates prompt and correct decision-making: MIS provides updated information on various aspects of marketing to managers/ executives. As a result, managers are aware of new marketing developments taking place. They are also in a position to take prompt decisions from time to time due to the feedback provided by MIS. It acts as a data bank for the benefit of marketing managers. MIS stands between the marketing environment and marketing decision maker. Marketing data flow from the environment to the MIS. The data is processed and converted into marketing information flow, which goes to the marketer for decision-making.

(5)   Future-oriented: MIS provides information about possible future problems and their solutions through appropriate marketing decisions. It acts as a preventive mechanism in marketing management and offers guidance to marketing executives.

(6)   Provides continuous information on marketing developments: MIS collects and provides information on marketing to concerned executives. It goes to right people at the right time. In other words, it provides right information at the right time to right people for decision-making. As a result, decision-making process becomes reasonably accurate and quick. MIS usually provides three types of information to marketing managers. The information could be recurrent (information supplied on a periodic basis), monitoring (information obtained from regular scanning of certain sources) and requested (information sought by a marketing manager

(7)   Acts as a link between external environment and internal resources: It provides updated information about external marketing situation and facilitates suitable adjustment in the internal resources to face the overall situation effectively.

(8)   Operates in a systematic manner: MIS operates in a rational and systematic manner. This is necessary for quick reference to required information. Proper system in the collection and storing of information is necessary as varied type of information is now easily available. Such information needs to be stored after due classification, etc. In brief, MIS needs well-prepared operational system for raising its utility and efficiency.

(9)   Uses modern technologies: Revolutionary changes are taking place in information technology. New techniques and machinesare available for collection, processing and storage of information. Required information is made available to marketing executives promptly. MIS is now becoming costly and also needs the services of technically qualified staff (software experts). MIS is now based on advanced technology. It is a computer-based method of data collection, processing and storage. Due to the use of computers updated information is provided to executives easily and quickly.

 


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