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             It is a tool for dealing with data pertaining to marketing management.  Hence, its functions are related to the process of database management. 
The principal functions of MIS/MKIS  are :
1. Collecting and assembling data both internal and external.  For the information from internal sources, various reports or statements are designed (like sales report, accounts report) which periodically provide information covering the relevant operational aspects.  For the information from external sources, the major part of information flow is from the secondary sources, including newspapers, trade journals, magazines, reports of market resear5ch  agencies.  Some information is also procured from the primary sources like consumers, suppliers, dealers and retailers.
2. Processing  of  data:  Information     collected     from     various    sources    is  required  to  be classified, tabulated and summarised for facilitating study and critical analysis.
3. Analysing   data:   The  collected  information  is  evaluated  to  find  out its accuracy and reliability.  Further the information is processed using various statistical and operations research tyools so that conclusions are drawn for decision making.
4. Storage of data: The collect3d and processed data needs to be stored in a manner that ensures its preservation and its ready availability for reference as and when required.
5. Dissemination of information: The information has to reach the decision makers for solving marketing problems and take management decisions.
Components of Marketing Information System:
a. Internal records system
b. Market intelligence system
c. Marketing research system
d. Marketing management and science system
* Unified and centralised system
* Support system to marketing decision makers
* Marketing with the level of progress of the organisation
* Cost effective in maintaining
* Selective in information processing
* Providing information regularly and quickly
* This framework provides a set of procedures and methods for regular, planned, purpose oriented and systematic collection of data, its analysis, storage and retrieval.
* It helps in improving the data capture process, checks reliability, consistency and quality of data.
* The operation of collecting, processing and transmitting data becomes smooth and the information flow to the decision-makers takes place in a ready for decision form.
* provides tailor made information for specific needs.
* It  facilitates repetitive use of the same information for different purposes.
* It also helps in sorting out conflicting information which otherwise would lead to confusion and misdirect the decisions.
* In view of the foregoing, we observe that marketing function  requires on a continuous basis, relevant information about various aspects including the marketing environment, the consumers, the competitors, various intermediaries and the firm’s market position.
                  The need for MIS is a unified and centralised system, which is selective in information processing and provides information regularly and quickly. 
It helps in systematising the information processing and integrating the information obtained from various sources, validating its accuracy and consistency.  It provides tailor made information to the decision makers to meet their specific requirements.

Posted Date : 31-08-2020


గమనిక : ప్రతిభ.ఈనాడు.నెట్‌లో కనిపించే వ్యాపార ప్రకటనలు వివిధ దేశాల్లోని వ్యాపారులు, సంస్థల నుంచి వస్తాయి. మరి కొన్ని ప్రకటనలు పాఠకుల అభిరుచి మేరకు కృత్రిమ మేధస్సు సాంకేతికత సాయంతో ప్రదర్శితమవుతుంటాయి. ఆ ప్రకటనల్లోని ఉత్పత్తులను లేదా సేవలను పాఠకులు స్వయంగా విచారించుకొని, జాగ్రత్తగా పరిశీలించి కొనుక్కోవాలి లేదా వినియోగించుకోవాలి. వాటి నాణ్యత లేదా లోపాలతో ఈనాడు యాజమాన్యానికి ఎలాంటి సంబంధం లేదు. ఈ విషయంలో ఉత్తర ప్రత్యుత్తరాలకు, ఈ-మెయిల్స్ కి, ఇంకా ఇతర రూపాల్లో సమాచార మార్పిడికి తావు లేదు. ఫిర్యాదులు స్వీకరించడం కుదరదు. పాఠకులు గమనించి, సహకరించాలని మనవి.


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