Essential Requirements Of A Good Marketing Information System


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Essential Requirements Of A Good Marketing Information System

(1)   MIS should be Unified and Centralized: Trn1 MIS introduced should be managed as a single entity even when the information collected and stored may be varied one. There may be different information components in every MIS but the components should be integrated for reference purpose. It should operate as one unit. The MIS of the firm should be at the central office. The chief of MIS must operate as the consultant, coordinator and controller of all information components of the MIS. The operating departments of the firm should be free to use the information but the information management should be centralized.

(2)   MIS should be a Decision Support System: MIS is expected to play an important role in making marketing management more efficient accurate and result-oriented. It should offer guidance to marketing managers in the decision-making process. The MIS should act as decision support system. For this, information should be supplied quickly and the information supplied should be up-to-date. The MIS should help the marketing manager in the selection of right policy for the benefit of the whole organization. The MIS should not act merely as a data bank. It should accept more positive role and participate in the decision-making process in a meaningful manner.

(3)   MIS should be Quick and Accurate: The MIS should be user-oriented and also quick. The information flow should be done accurately and also with speed. This is necessary as there is information flood in the field of business world. In addition, information should be made available quickly to managers. Information must move with speed as information supplied late to the department is not useful in the decision making process. Even marketing opportunities are lost. This clearly suggests that MIS should be accurate and should move/operate with speed within the organization.

(4)   MIS should be Economical: MIS should be economical as far as possible. This means the expenditure on running the system should be minimum as the system is not directly productive. It is a service and supporting function. For such economy in the MIS/ the principle of selectivity should be introduced in the collection/ processing, storing and supplying information system. The cost of MIS should not exceed its value. The expenditure of MIS should be minimum as far as possible. However, cost reduction should not be at the cost of quality and reliability of information.

(5)   MIS should be Selective: MIS should collect information that is absolutely essential and useful in decision-making process. MIS should not be viewed as a mere courier service department. It should sort out the information that is really useful to the firm. This is essential when there is information flood due to the use of electronic media of communication. Thus information needs of the organization should be assessed and the MIS should operate accordingly. This avoids wastage of time and money.

(6)   MIS should be compatible with the Culture of the Firm: MIS should be adjusted with the culture and level of sophistication attained by the business organization. The MIS required by a large firm would be different as compared to one required in a small firm even when both have to maintain their own MIS. The MIS should be intelligible to the people who have to use the system frequently. After all. MIS is a means and not the end in self. In brief, the management should set up a MIS that will cater to the needs of an organization and also offer operational convenience.

(7)   MIS should provide updated Information: It is necessary to use new techniques for speed and accuracy in the MIS. Computers, microfilms, etc. should be used for raising the efficiency of MIS. Communication technology is making rapid progress in recent years. It is desirable to improve the MIS by using the latest available techniques. Such updating of MIS is useful for future marketing planning and also for quick, correct and relevant marketing decisions. Thus, in-built updating arrangement should be incorporated in a good MIS.

(8)   MIS should be Flexible: The MIS introduced in an organization should be elastic or adjustable. It should not be rigid. When the system is flexible, new changes can be incorporated easily, quickly and smoothly. Moreover, modern techniques can be introduced for raising the efficiency and accuracy of the system. In brief, flexibility is one essential requisite of a good MIS.

(9)   MIS should use New Techniques: Along with information explosion, information technology is also making rapid progress. New machines, methods and techniques are being introduced in the collection, processing and storage of information. New techniques bring speed, updating and accuracy in the MIS. Managers can use the MIS to the fullest extent only when the latest techniques such as computer technology and internet service are used in MIS itself.

(10)  MIS should be Future-oriented: The MIS should be forward looking. It should be future oriented. It should consider the future information needs of the firm and adjust/readjust its management accordingly. The decisions are to be taken for the future period. For this, the MIS should be future oriented and not the past oriented.


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