Professional Documents
Culture Documents
Assistant Professor,
DECLARATION
I hereby declare that the project work entitled MARKETING INFORMATION
SYSTEM submitted to the Punjabi university, Patiala is a record of an original work done by
me under the guidance of Prof. SALONI P DIWAN our project guide and this project work is
submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor
Of Business Administration. The results embodied in this project have not been submitted to any
other University or Institute for the award of any degree or diploma.
Students Signature
PREFACE
In todays era of cut-throat competition BBAs and MBAs are sure to have an edge over their
counter parts.
During graduation in Business Administration program, students come in direct contact with the
real corporate world through industrial training. BBA program provide its students with an indepth study of various managerial activities that are performed in any organization.
A detailed research/analysis of managerial activities conducted in marketing department that
gives the student a conceptual idea of what they are expected to manage, how to manage and
how to obtain the maximum output through minimum inputs of resources available and how to
create the awareness about the services that are offered by the company.
As a MBA student, I have taken my industrial training at THINKNEXT, Mohali and completed
my research work at Mohali.
SHUBHAM MISHRA
ACKNOWLEDGEMENT
3
Project is a fruitful outcome of the hard work of many persons. Through this report I would like
to express my gratitude towards those whose support and co-ordination have been an essential
ingredient of this project. I would like to say that it was a great pleasure and privilege to have got
the opportunity of visiting Think next technologies. I would like to thank my faculty incharge
Prof. Ekta, for accompanying me during the industrial visit and our project guide Prof. Jasmine
Tiwana, and Dr. Jasleen Kaur (HOD) of management department for initiating such a visit.
I would like to give special thanks to Miss Nitika Tiwari our trainer at Think next technologies. I
am sure the knowledge and experience gained during the training will be of immense value for
my growth in the field of Bachelor of Business Administration.
SHUBHAM MISHRA
CONTENTS
CHAPTER
TITLE
PAGE.NO.
No.
(1) 1.1
Introduction
32-44
1.2
MIS Models
45-47
1.3
48-57
1.4
Marketing Intelligence
58-64
1.5
Marketing Research
64-71
1.6
72-81
1.7
Decision Making
82-88
1.8
89-93
(2)
Review of Literature
94-97
(3)
Research Methodology
98-102
(4)
103-115
(5)
117-118
Conclusion
Bibliography
120-121
Annexure
122-126
119
Indian IT sector
The IT sector in India holds the distinction of advancing the country into the new-age economy.
Today India is the world leader in information technology and business outsourcing. Indian IT
Company has globally established their superiority in terms of cost advantage, availability of
skilled manpower and the quality of services. They have been enhancing their global service
delivery capabilities through a combination of organic and inorganic growth initiatives.
Information technology (IT) industry in India has played a key role in putting India on the global
map. IT industry in India has been one of the most significant growth contributors for the Indian
economy. The industry has played a significant role in transforming Indias image from a slow
moving bureaucratic economy to a land of innovative entrepreneurs and a global player in
providing world class technology solutions and business services. The industry has helped India
transform from a rural and agriculture-based economy to a knowledge based economy.
Information Technology has made possible information access at gigabit speeds. It has made
tremendous impact on the lives of millions of people who are poor, marginalized and living in
rural and far flung topographies. Internet has made revolutionary changes with possibilities of egovernment measures like e-health, e-education, e-agriculture, etc. Today, whether its filing
Income Tax returns or applying for passports online or railway e-ticketing, it just need few clicks
of the mouse. Indias IT potential is on a steady march towards global competitiveness,
improving defense capabilities and meeting up energy and environmental challenges amongst
others.
COMPANY PROFILE
Thinknext is an organization headquartered in Australia, (a reputable name in the Web World
by providing all services of WEB SOLUTION products.) A 2-year old, IT based web
development company offering website design and web programming services. Thinknext assists
a global clientele, with fully customized and comprehensive services at the most competitive
rates. Thinknext, is at present, the most rapidly growing online web solutions company in
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Austraila and India, providing IT enabled services, consultation and outsourcing to companies
spread in more than. Our advanced delivery model blends technology practices with functional
expertise to help you improve your business processes and boost performance. The professional
website design, Website development, logo design, Flash design, and SEO services of the
company can go a long way in determining the success of companys business. Company offers
their clients a repertoire of services like ecommerce website creation and portal development,
brand marketing on leading ad networks, digital marketing, web analytics and much more.
Companys talented and experienced team of professionals comprises web 2.0 development
executives who offer advanced solutions for publishers and advertisers. Company creates
professional and dynamic pages for their clients using intelligent and smart practices. Company
also double up as a digital marketing agency that serves leading brands, corporate clients, as well
as other players. The cost-effective and customized web development and online media solutions
of the company are tailor-made to suit specific needs and requirements of the clients.
HR department
Purchase department
Finance department
Marketing & Sales department
IT department
Research & Development department
8
Vision:
The vision of the company is providing cost effective and cost beneficial services by converting
their valued money into the attractive and creative as well as best quality designed web solutions.
Mission:
Company provide client satisfaction by giving them best quality output and responsive web
solutions. Thinknext believes in Creating edges with creativity and exploring web with
interactive ideas and then implementing them on websites.
Proactive:
The company knows the critical success factors, when undertaking a project and proactively
manages the risks while maintaining effective communication throughout the project.
Proficient:
The company display proficiency, bringing key capabilities, insights, experience and
recommendations on leading edge enabling tools and technology for clients business needs for
the web.
Profitable:
The companys client repeat business and success stories are testament that we are a profitable
investment for them.
One of our biggest priorities of all is close collaboration with companys clients. Whatever the
size of clients company is, for his proposed project, the company takes steps to ensure that the
project is carefully tracked and monitored, from the initial user analysis to the final stage of
usability testing. This is certainly a thoroughness of approach that has been appreciated by our
clients down the years, who have included business owners, consultants and team leaders alike.
It gives users all the more reason to contact Think Next when their firm next requires a high
quality software solution that brings with it a significant ROI.
Quality Policy
The quality policy of Thinknext is to achieve a high level of customer satisfaction through their
commitment of delivering them high quality product and services by fully meeting their
requirements and exceeding quality standards and processes that are continually measured and
improved.
Quality Objectives
1.
2.
3.
4.
Thinknext Tech-Support
Its plan on being world class tech support service provider committed to ensuring their
customers satisfaction. They believe in building long term relationship with clients and executive
alike. The company follows a well thought out, systematic, innovative and collaborative
approach that ensures consistent delivery and utmost satisfaction to their residential customers
and Small and Medium Enterprises. Companys technical experts have years of training under
their belt and have handled challenging and resolved critical customer issues in record time.
100% satisfaction or money back guarantee is provided. Company ensures that they resolve and
10
satisfy their customers issue and never give unless 100% customer satisfaction is received. They
are confident about their services and that is why they back their services with a 100% guarantee.
It is a leading remote/online technical support provider. They offer our online services for fixing
issues related to desktops, laptops of all the major brands to home users, small offices, and large
scale enterprises. The companys technical support is available 24 x 7 for any of clients
computer related issues. All the customer needs to do is to explain the trouble he/she is facing
with their computer to the company on their 24/7 helpline number and then companys
technicians will start working towards resolving them.
1. What we do
The companys remote support services will assure clients computer issues and problems are
fixed securely in real time. The remote support of the company is completely secure as user can
view the commands used by companys technician for troubleshooting. A certified technician
will effectively resolve issues related to installation or uninstallation of programs, upgrade, PC
optimization, computer performance and many more.
2. Work process
The technical support is available 24 x 7 for any of users computer related issues. All the user
needs to do is explain the trouble you are facing with your computer to us on our 24/7 helpline
number and our technicians will start working towards resolving them.
3. Quality Assurance
100% satisfaction or Money Back Guarantee is provided. The company ensures that they could
resolve and satisfy their customers issues and never give unless 100% customer satisfaction is
received. They are confident about our services and that is why we back our services with a
100% guarantee.
At the same time you can follow the instructions given by our technician over the phone to
resolve issues you are facing with your computer or laptop.
Services:
Think next technologies India is a web design and development company based in Australia and
India. A fully integrated ITEs firm provides world-class web design services to their global
clientele spread across in major countries including USA, UK, Australia, and several throughout
Asia. Think next technologies India provides a wide range of highly cost-effective and
customized web services to companies in varied industries such as entertainment, fashion, music,
finance, environment, business, commerce, IT and telecommunications, travel and tourism,
hospitality, education, etc. The companys affordable web services are ideal for small, medium
and large scaled private and corporate organizations and also start-up businesses and aspiring
entrepreneurs.
Think next technologies India is Your One-stop Shop for Comprehensive Web Services!
The comprehensive list of web design and development services of the company includes
graphics design, brochure design, corporate identity design and custom logo design services,
custom web programming, blog customization and e-commerce solutions, Flash designs, search
engine optimization services and much more.
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2. Web Programming: Every online business is different from the other, even similar niche
websites. Think next technologies India understands and respects individual client needs and
provides custom web programming services to serve unique web requirements. The team of
qualified professionals uses strategic planning and smart development processes to produce
operationally efficient and productive websites. Their aim is to provide their customers with
quick, smart and practical solutions for their website. Think next technologies Indias custom
web programming services cause dramatic and measurable growth in clients website.
3. Flash Design:
Creative heads at Think next technologies India exploit Flashs vector technology to produce
beautiful and eye-catching designs for their clients. From Flash intros, banners, logos and
advertisements to full-blown Flash websites, they give customers website the interactive zing it
desires. The creative Flash design services help transform clients website into an effective
communication interface.
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4. Logo Design:
Think next technologies India's logos are designed to successfully introduce your company to its
consumers and competitors. The logos of the company are stylish and aesthetic bearing superb
color scheme and graphical detailing that create long-lasting impressions. Our logo design
services give your brand a simple, creative, and appealing quality capable of significant impact
on viewers. We guarantee quality logo design at minimal rates only at Think next technologies
India.
Some popular logos designed by the company are:-
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5. SEO Services:
Search engines decide the fate of clients website; how their website fairs in the web's fiercely
competitive market will be determined by how search engines treat it. Developing websites that
conform to search engine standards is crucial to customers business success. Think next
technologies India's search engine optimization (SEO) services help your website attain high
ranks in organic search results. Higher ranks mean greater visibility for your site, and increased
visitor inflow and prospect to customer conversion. The systematic approach of the company to
SEO and use of white-hat techniques ensure the best results for clients website
7. Blog Customization:
Think next technologies design, implement themes and optimize blogs of the clients to make it
communicative, effective and increase its visibility. The customized theme designs of the
company not only help to seal first impression, but also successfully tap and retain the target
audience of the clients website.
8. E-Commerce Designs/Development:
Every one love to do E-shopping in such a hectic scheduled life, so Think next technologies
facilitate such thing by utilizing some special tools and creating E-Commerce websites
where user can purchase whatever they desire. What kind of a business doesn't promote and
sell its' products online? Ecommerce websites are a necessity for increasing your profit by
reaching out to the internet world. Online purchasing is very convenient for customers, and the
vendors benefit from this immensely. Think next technologies provides their clients attractive,
quality designs, which can boost site's popularity, increase sales and get more and more return
customers. The company can customize and develop online shop in the way, the user needs,
make it easy-to-use and attractive to the clients, SEO optimize it, and provide hosting and
support for clients shop! Think next technologies creates and develops premium-quality, custom
made ecommerce designs. They believe that any shop deserves to look professional and
attractive for its' buyers. The company gives guaranteed professional services and individual
16
approach for each and every kind of online shop project. Think next technologies can also
integrate their clients current website design with shopping
cart design to achieve a more consistent look for all of
websites pages. They strive to provide best online services
for clients ecommerce web site and give them professional
advice on any ecommerce related project. They always
make sure they are able to meet clients needs before the
order
process,
by
sending
out
comprehensive
Client-server applications
Security Applications
Enterprise applications
Communication applications
Entertainment applications
Utility and productivity applications
Multimedia applications
Social Media applications
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Think next technologies offers hosting of websites; no guarantees can be made as to the
availability or interruption of this service. Think next technologies cannot accept liability for
losses caused by the unavailability, malfunction or interruption of this service. Think next
technologies reserves the right to refuse to handle in any way, material which may be deemed
offensive, illegal or in any way controversial. Fees relating to web hosting or domain names
must be paid prior to the expiration date of the said service. If the fees remain unpaid at the time
of expiration, Think next technologies can cancel the said service and not liable for any data lost
as a result of the cancellation.
12. Copyright:
1) All copyright, trademarks and all other intellectual property rights in the website and its
content (including without limitation the website design, text, graphics and all software and
source codes connected with the Website) are owned by or licensed to Think next technologies or
otherwise used by Think next technologies as permitted by law.
2) In accessing the website client will have to agree that he/she will access the content solely for
clients personal, non-commercial use. None of the content may be downloaded, copied,
reproduced, transmitted, stored, sold or distributed without the prior written consent of the
copyright holder. This excludes the downloading, copying and/or printing of pages of the website
for personal, non-commercial home use only.
Think next technologies has been a crucial "driving" factor in the outsourcing market with
respect to web designing companies in the international as well as domestic sectors. In today's
corporate scenario, building relationship with the clients remains a mainstay. At Think next
technologies, company has an in-house professional web designing contingent to cater clients
design requests. Unleashing the power of multimedia, they can make a huge difference to the
progress of clients company. Think next technologies design clients sites with the latest
technologies, some of which are listed below:
1. HTML5, CS5, PHP, .NET
2. ADOBE Flash
3. Dreamweaver
Think next technologies offers one of the best web designing services in Mohali .They have
developed around a 1000 websites with amazing features.
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2. General:
Think next technologies will carry out work only where a written purchase order is provided by
mail.
3. Changes to Website:
Think next technologies reserves the right to:
1) Change or remove (temporarily or permanently) the website or any part of it without notice.
Think next technologies shall not be liable to client for any such change or removal.
2) Change these terms and conditions at any time, and clients continued use of the website
following any changes shall be deemed to be clients acceptance of such change.
Company Services:
Website Maintenance:
Let Your Website Speak For You... Manage It Like Your SALESMAN..!!
Think next technologies offer fast and efficient website maintenance services. They will update,
enhance, backup and repair the website quickly and efficiently, while client can go on running
his/her business. They will maintain the quality of website by keeping it fresh for return clients.
If the client needs to add more images, new banners, new calendar events, change the content of
the site, backup any important data, add new plug-in and functionality, the company will do it for
you. The website maintenance services are professional and affordable with quick turnaround
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and delivery times. They always have custom solutions to website functionality problems at an
affordable cost. Think next technologies offer professional help with any bugs or misfortunes
which may happen to users site, affordable site monitoring. The site monitoring is effective and
professional. As soon as company receives maintenance requests, the sites get updated or fixed
right away. All the website development and maintenance is being performed in a secure way,
with non-disclosure of the passwords or any site information.
22
sites, online advertising on search engines, and organic search engine results via search engine
optimization (SEO).
2) Email marketing involves both advertising and promotional marketing efforts via e-mail
messages to current and prospective customers.
3) The social media marketing of the company involves both advertising and marketing
(including viral marketing) efforts via social networking sites like Facebook, Twitter, YouTube
and Digg.
With the increase of blogs popping up and search engines putting more emphasis on content,
Think next technologies focus on staying above the crowd.
Think next technologies take advantage of the marketing power of LinkedIn for their business,
there are some steps for how this company uses the marketing power of Linkedln:-
Images
Profile copy
Products / Services
2. Attract a Following
Company increases their following on LinkedIn by providing value to the community. Regularly
posting interesting and useful content is a great way to do this, but we also interact with others
content. LinkedIn is not only broadcast media .Company grow their audience is creating one or
more LinkedIn groups. Think next technologies have grown very active LinkedIn groups which
are paying huge dividends in terms of brand exposure, market research, and the opportunity to
engage with our target audience in a very natural and helpful way.
3. Empower Advocates
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INDUSTRIAL
TRAINING
SEGMENT
(THINK
NEXT
TECHNOLOGIES)
Technology has been advancing at an incredible pace. As organizations worldwide fight to keep
pace with this change, there has been enormous demand for skilled professionals which is far
exceeding current supply. With increasing levels of automation cutting across industry barriers,
employers are looking for high level computer qualifications as a minimum skill to effectively
manage changes in this fiercely competitive environment. To cover this opportunity effectively
and take up the challenge of an exciting global software career, you need to start working
towards it today.
25
In todays diabolically competitive scenario, only the cream of the crop emerges successful. Our
curriculum has been structured and designed by our research department working closely with
industry leaders and understanding the needs and requirements of the employees. Our firm
maintains an excellent standard of training, not only unfold the cryptic world of computer
technology, but also develop a culture of creative computing. It is this approach that has enabled
Think next technologies to emerge as a firm of pro-eminence. This company provides the high
end IT training segment offers an exciting training, which will expand your career horizons
beyond geographical boundaries. Your career is assured forever.
Think next technologies Mohali, conducts campus visits and placement drives in different
colleges and universities for spreading awareness about their industrial training segment in their
company. The companys marketing team is highly skilled and qualified. The marketing team of
the company took us for campus visit in different colleges and provided us practical experience
of their marketing strategies. They conduct different technical seminars and career awareness
programmes for students of different streams.
Think next technologies provides industrial training in Java, .Net, php. For management students
they provide training in marketing, Finance, HR. This company has highly qualified and
experienced trainers who provide in-house training to the students so that they can be able to
understand the complexities.
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CHAPTER: - 1
INTRODUCTION
1.1 (I) INTRODUCTION (MIS)
Marketing deals with customers more than any other business function, where building customer
relationship based on customer value and satisfaction is the heart of modern marketing.
Marketing is defined as the process of creating, distributing, promoting, and selling the goods,
services, and ideas to facilitate satisfying exchange relationship with customers in a dynamic
environment.
According to Kotler and Keller (2009), financial success depend on marketing ability, since
finance operations, accounting and other functions will not really matter if there is no demand
for the companys products and services. Moreover, the competition is increasing day by day in
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the very fast growing global marketing, and marketing is affected by internal and external
environment forces. Due to those changes, marketing management is a necessity which is
defined as the art and science of choosing target market, winning customer loyalty, and attracting
new customers through creating, delivering, and communicating superior customer value.
Marketing managers have to know what to sell, when to sell and how to sell the goods and
services and in-order to do so, the managers have to get certain information to be able to make
the right marketing decision. The value of information increases since it becomes one of the
most valuable assets in ranking the competitive rivalry of the modern markets. The marketing
managers have to make marketing decisions such as service to provide, price of the service,
promoting the service and the place to sell the service. This means that the firms need a
systematic organization and development of Marketing Information Systems (MIS) which can
effectively collect, process and diffuse the necessary information available both to the internal
and external levels. MIS have been seen as a support system for the firms' marketing
management with its decision making process; in addition, to the management perspective,
marketing information system can be an essential tool for the entire market organization. Kotler
and Keller defines the Marketing Information Systems as an interacting structure of people,
equipment and procedures to gather sort, analyze, evaluate and distribute, timely and accurate
information for use by marketing decision makers to improve their marketing planning,
implementation, and control". An efficient MIS captures the status of and the relevant changes in
the marketplace while simultaneously ridding the reporting environment of redundant
information.
MIS help in analyzing product features with customer data, evaluating channel and pricing
options, creating and testing promotion plans, gaining instant feedback on concepts and plans,
and moving marketing plans rapidly into production. Kotler and Keller (2012) model of a
Marketing Information System has four parts, which are Internal records, Marketing Intelligence,
Marketing Research, and Marketing Decision Support System (MDSS).
Internal records are the most used information in all the companies around the world such as
reports of orders, sales, prices, costs, inventory levels, receivables, payables and so on. When
28
analyzing these data the managers can spot the opportunities and threats facing the firm. Market
intelligence system is a set of procedures and sources used by managers to obtain their everyday
information about pertinent developments in the marketing environment. Marketing intelligence
is viewed in its totality as a continuing and interacting structure of people, equipment, and
procedures to gather, sort, analyze and distribute pertinent, timely and accurate information for
use by marketing decision makers to improve their marketing planning, implementation and
control. Kotler (2006) defines marketing research as the systematic design, collection, analysis
and reporting of data and findings relevant to a specific marketing situation facing the company.
According to Proctor (2005), the marketing research follows certain steps in the procedure to get
the desired and accurate results.
Marketing Decision Support System (MDSS) is a set of core applications in the MIS that
provides computer-based tools, models, and techniques to support the marketing decision
making process. In the general case, MDSS is optimized for queries of historical data. MDSS
data typically are derived from both internal and external market sources.
"Marketing information system technology is IT within the marketing information system (MIS).
The distinction is important as MIS do not have to contain any IT, they can be completely
manually based. In reality most MIS within financial institutions contain some IT, although the
sophistication varies greatly". However, when using the technology it will be easier to connect
all the departments together, at the same time there will be no redundant information. This will
lead to better decision making by the firms when faced by either day to day problems, or for a
certain problem. According to the above information, all the components of the MIS have a
relation with the decision making process. The research will concentrate on the use of the MIS
technology in the Think next technologies company in all the departments but specialized in
marketing department.
(II) Definition
Marketing Information System (MIS) was first seen by Cox and Good (1967) as a set of
procedures and methods for the regular planned analysis and presentation of information for use
in making marketing decisions. The purpose of the earliest marketing systems was to gather, sort,
29
analyze, evaluate and distribute pertinent, timely and accurate information for marketing
decision makers to improve their planning, implementation and control .
Cox (1979), defined MIS as a structured, interacting complex of persons, machines and
procedures designed to generate an orderly flow of pertinent information, collected from both
intra- and extra-firm sources, for use as the basis for decision making in specified responsibility
areas of marketing management.
"An MIS is an organized set of data that is analyzed through reports and statistical
routines and models on an ongoing basis. The data are transformed into information that
allows the marketing manager to make better decisions and perform better planning and
budgeting"(OBrien et al., 1995).
"An MIS is a computerized system that is designed to provide an organized flow of
information to enable and support the marketing activities of an organization", (Harmon,
2003).
All of these descriptions envisioned the MIS as an information processor, gathering data and
information from the marketing environment, processing that data and information, and
providing the results to marketing managers in the form of management information. The
managers would act on the information and make decisions that affect the environment as well as
the firm's operations (Li et al., 1993).
of doing this in a timely fashion, decision making is enhanced by relying more on facts than gutfeeling and intuition. This is a major prerequisite for developing realistic and successful
marketing plans (McDonald and Payne, 2005), which in turn affects both the companys
marketing planning process and the outcome of this process. Such improvements in the
marketing planning effort have, among many other consequences, a positive direct effect on
marketing operations. As companies assimilate the IT-based MIS, they eventually become
capable of transforming marketing intelligence into concrete benefits for their customers, which
in turn allows them to improve their marketing operations. MKIS gives the management the
opportunity to make better decisions by providing a flow of information continuously, such as
prices, advertising expenditures, sales, competition, and distribution expenses.
MIS has been a tool for analyzing both internal and external effectiveness of marketing and for
controlling marketing activities and environment. MIS can be seen as a natural expansion of
traditional market research. From the planning point of view, analyzed data in MIS are used as a
basis for planning, but planning itself is done in other systems and often manually.
Implementation and control of these plans is then performed with the help of management and
operational MIS. The MIS can enable marketers to collaborate with customers on product
designs and requirements. MIS systems are designed to be comprehensive and flexible in nature
and to integrate with each other functionally. They are formal, forward looking and essential to
the organizations ability to create competitive advantage. The MIS is the firms window on the
world and, increasingly, it is the primary customer interface.
An MIS can support managers in their marketing decision due to the fact that MIS provide
integration between functional departments or divisions. MIS plays a major role in the
international marketing decisions support system. MIS involves data collection, data
management, data storing and retrieving, processing data into useful information, and
disseminating information to people inside the firm who need the information. An MIS organizes
the data that has been available to the firm in order for it to be available when needed. Most of
the companies have information processing specialists who are assigned for making standard
reports from the available data to help managers make better decisions."Intelligent Marketing
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Information System has the potential to address some of the pressing concerns facing marketers
today. It could help in analyzing product features with customer data, evaluating channel and
pricing options, creating and testing promotion plans, gaining instant feedback on concepts and
plans, and moving marketing plans rapidly into production".
According to Harmon (2003), the primary benefits of the MKIS can be useful in the areas of
functional integration, market monitoring, strategy development, and strategy implementation.
Functional integration: The MIS enables the coordination of activities within the
There are three roles for the marketing information system according to Assael (1993), which are
data collection, analysis, and dissemination. The MIS must be able to collect relevant data from
different sources such as customers, competition, and government. At the mean time, the MIS
must be able to analyze the data, and disseminate the data to the management and the
departments in the firm.
Competitive pressures:
They require the Organizations to have the ability to compete, to produce, and to market
developed products more quickly than before. The steady increase in consumer expectations and
what they expect of products, in terms of its ability to satisfy their needs, and the consequences
of less serious or inaccurate decision taking due to the lack or inaccuracy of the information
upon which the decision will be built, and its impact on the organization's success and
sustainability.
The emergence of large markets:
the widespread production and distribution contributed to the emergence of large markets, and
their requirements of a large number of intermediaries between producers and final consumers,
these intermediaries become a barrier to the flow of data that can guide the development of
marketing decisions related to the consumers needs and desires, as a result the widening gap
between producers and final consumers reinforce the importance of marketing information
system in bridging this gap.
The information revolution:
Each organization has more than one source of information, but the problem lies in how to use
and manage this information, with the development of computers and other operating data
equipment, it has become quick and inexpensive for management to run and analyze vast
amounts of marketing data and provide information necessary for effective decisions.
A system that analyzes and assesses marketing information, gathered continuously from
sources inside and outside an organization and helps the decision makers to improve their
marketing, planning, implementation and control. The concept of marketing information
systems has been around for many years. Early systems were paper-based systems but,
with the emergence of computers with large storage capacities and later microcomputers
with similar features, marketing information systems have become more "electronic" in
nature. MIS (marketing information systems) can be classified under five headings
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Planning systems - which provide information on sales, costs and competitive activity,
together with any kind of information which is needed to formulate plans.
Marketing research systems - such systems allow executives to test decision rules and
cause/effect hypotheses. This permits the assessment of the effects of marketing actions
and encourages improved learning from experience.
There are many different factors collected and analyzed by MIS, such as:
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1. Strategic planning: it is concerned with deciding the objectives, policies and resources of the
organization. This level of decision making predicts the future and the environment of the
organization.
2. Management and control: Such decisions are concerned with how efficiently and effectively
the resources are utilized and how well the operational units are performing.
3. Transaction processing: This includes sales order and quotations for product sales.
4. Operational control: Determining which units or individuals in the organizations will carry
out the task, establishing criteria of completion and resource utilization, evaluating outputs.
6. The transaction function: It includes all such activities which are needed to facilitate the
transfer of title of ownership of goods/services between the parties in a transaction.
7. The post transaction function: In this function, feedback about the performance of the
product/service is obtained from the customer, so that customer satisfaction can be ensured.
8. The organized data collection: Lots of data can be collected from the market. But the main
word here is organized. Organizing data is very important else the data is meaningless. Thus
MIS helps to organize database thereby improving productivity.
37
38
(Perreault and McCarthy, 2003), "A Marketing Information System is an organized way of
continually gathering and analyzing data to provide marketing managers with information they
need to make decisions. Perreault and McCarthy added that in some of the companies an MIS is
setup by the marketing managers, where in other companies the system is setup by a group that
provides information to every department inside the firm.
II. McCarthey and Perreault (1993) specified the elements of the MIS to be as
shown below:-
39
Pride and Ferrell (1987), defined MkIS as "the framework for the day-to-day managing and
structuring of information gathered regularly form sources both inside and outside an
organization".
40
All the above models include collecting information and analyzing the data. Kotlers MIS model
will be used in this research. To survive in highly competitive companies need to be able to
develop the marketing function and scale it up on Internet time with best-of-class decision
support solutions for customer relationship management, sales force automation, market
research, marketing communications, logistics, and product development. The purpose of this
paper is to provide an overview of the MIS as it is evolving into an Internet-based system.
User interfaces
Application software
Marketing
Databases
System support
(MKIS)
functional components
42
2. Applications Software.
These are the programs that marketing decision makers use to collect, analyze, and manage data
for the purpose of developing the information necessary for marketing decisions. Examples
include the marketing decisions support software (MDSS) and customer management software
for on-line sales and customer service.
3. Marketing Databases.
A marketing database is a system in which marketing data files are organized d stored. Data may
be collected from internal and external sources. Internal sources largely result from transactions.
They provide data from e-commerce sites, sales results, shipping data, inventories, and product
profitability. External sources include market research, competitor intelligence, credit bureaus,
and financial institutions. Data can be organized in a flat file (Text file with one data record per
line) or a relational database (Data is stored in tabular form where each row represents one entity
and each column represents one characteristic of that entity).
4. System Support.
This component consists of system managers who manage and maintain the systems assets
including software and hardware network, monitor its activities and ensure compliance with
organizational policies. This function may also include a help desk for system users.
43
Hardware
44
Software
"Software is a set of instructions written in a specialized language that controls the operation of
the computer." The software is detailed programmed instructions that control and coordinate the
computer hardware components in an information system. Curtis and Cobham (2005) defined
software as "the general term for instructions that control the operation of the computer". The
software is divided into two main groups :
1. System Software: Programs that manage the resources of the computer, and handles tasks
specific to technology management.
2. Application Software: Software that enables the user to perform specific tasks, and solve
certain problems.
Management issues regarding software
45
The technology helps in using the data much more effectively than analyzing the data manually.
The technology made easier for the users to communicate and use the available data in every
department in the firm. In addition, with the high storing capacity available the firm will be able
to design data warehouse that can store information about customers, vendors, and activities.
Internal Records
Marketing managers rely on internal reports of orders, sales, prices, costs, inventory levels,
receivables, payables, and so on. By analyzing this information they can spot important
opportunities and problems". Most marketing information systems rely heavily on internal
records and data. Firms around the globe build extensive internal databases, which are defined as
"the electronic collections of information obtained from data sources within the company. This
information is useful for the marketing manager to identify the marketing opportunities and
problems, evaluate performance, and plan programs. Many companies build extensive internal
data base, electronic collections of consumers and market information obtained from data source
within the company network. Marketing managers can readily access and work with information
in the data base to identify marketing opportunities and problems, plan programs, and evaluate
performance. Internal data bases usually can be accessed more quickly and cheaply than other
information sources. The internal records are data generated from company transactions which
are processed in a systematic manner that can be linked to management decisions on marketing
mix changes.
Information gathered from sources within the company to evaluate marketing performances and
to detect marketing problems and opportunities. Most marketing managers use internal records
and reports regularly, especially for making day-to-day planning, implementation and control
decisions. Internal records information consists of information gathered from sources within the
company to evaluate marketing performance and to detect marketing problems and
opportunities.
An organization usually begins by gathering data about its own internal operations, and plans. If
the proper transaction processing systems and corporate data bases have been put into place, this
data should be readily available to support planning and control activities.
Internal data are also used to compare actual results to plans and, through this monitoring, allow
managers to initiate appropriate action. How do actual sales compare to the sales forecast? How
does actual production compare to the schedule? Companies build up extensive internal
databases: computerized collection of information obtained from data sources from the company.
Marketing managers rely on internal reports on orders, sales, prices, costs, inventory levels,
receivables and payables to identify marketing opportunities and problem and to evaluate
performance.
Customer Satisfaction
Creative and effective marketing strategy
Integrated marketing strategy
Realities of the organization
Strength and weaknesses
Competitive advantage
47
The data inside the company can be gathered from many different sources. All the transactions
and customers are part of this data. The data can be gathered from:
Accounting data
Sales: planned vs. actual
Costs and expenses
Stakeholder data
Suppliers (current and ex-)
Intermediaries (current and ex-)
48
Accounting Intelligence
Marketing Intelligence
Management Intelligence
Financial Intelligence
Marketing research plays a critical part in a marketing intelligence system. It aids in improving
management decision making by providing relevant, accurate, and timely information. The
fundamental purpose of marketing intelligence is to help marketing managers make decisions
they face each day in their various areas of responsibility, including pricing.
Market intelligence serves four primary purposes these are:
1. Competitors' assessment and tracking.
2. Early warnings of opportunities and threats.
3. Support for strategic planning and implementation.
4. Support of strategic decision-making.
The need for marketing intelligence will increase over the years, because all the firm are in a
great need of all kind of information that will help in maintaining a good position among the
competitors. Global marketing is playing a major role in the big size businesses around the
world, which will make the demand for the intelligence even more.
companys eyes and ears, they are in an excellent position to pick up information missed by
other means. Second, motivate distributors, retailers, and other intermediaries to pass along
important intelligence; because they are closer to the customer and the competitor. Third, hire
external experts to collect intelligence; this can be done by sending shoppers to the company's
stores to find out how the employees deal with the customers. Fourth, network internally and
externally; where the firm collects the information by attending open house and trade shows, red
competitors' published reports, and collect competitors' ads. Fifth, set up a customer advisory
panel; where the members might include most spoken, most sophisticated, and most
representative customers. Sixth, take advantage of government-related data sources. Seventh,
Purchase information from outside research firms and vendors and finally, collecting marketing
Intelligence on the Internet.
54
A good intelligence system is more than information. It is a recurring cycle of linking the needs
of decision makers to the processes of turning information into actionable intelligence. Think
next technologies have very active marketing intelligence system at their all branches throughout
their country
This requires human interpretation, communicating and sharing of information and perspectives
between internal and external experts.
Computer Systems
A comprehensive MIS will combine many of the features of decision support systems, EIS,
online databases and library systems. It is therefore likely to include many of the following:
For gathering information: CD-ROMs, online data-base access, data feeds, email,
Internet access, filters, intelligent agents etc.
For processing and analysis: modeling and visualization software, groupware, group
decision support systems (GDSS)
55
Organizational Focus
Although many professionals do much of their own information gathering and analysis, there
still needs to be a clear focal point of MIS responsibility. This may be a named individual or a
small group who have the distinctive skills needed (such as those promulgated by SCIP - the
Society for Competitor Intelligence Professionals). Its role is to ensure a cohesive approach
and effective interdepartmental co-ordination.
a given problem. Most of the firms nowadays have a special marketing research department, and
the budget for the department might be considered very high compared to other departments.
Some firms do not have a marketing research department, but they rely on outside marketing
research firms.
II. Definition
Marketing research is the systematic and objective search for, and analysis of, information
relevant to the identification and solution of any problem relevant to the firm's marketing activity
and marketing decision makers". Marketing research is a process of gathering information
needed for a given situation regarding the firm (Pride and Ferrell, 1987). Marketing research is
designing, collecting, and reporting of data and findings regarding a specific marketing situation
facing the company. Marketing research is the systematic gathering, recording, and analyzing of
data about problems relating to the marketing of goods and services. Marketing research is the
function that links the consumer, customer, and public to the marketer through informationinformation used to identify and define marketing opportunities and problems; to generate,
refine, and evaluate marketing actions; to monitor marketing performance; and to improve
understanding of the marketing process.
Looking at all the definitions above, they all conclude that marketing research is a systematic
way of gathering and analyzing the information needed by the managers for a given situation in
order to help in the decision making process.
3. Specialty-line marketing research firms: These firms provide specialized projects, such as
selling field interviewing services to other firms.
Kotler and Keller (2009) have a similar model for the research process: however, they have
added a six step which is making the decision. The model is shown in figure below.
58
As seen in the above figures, the marketing research process follows the same steps according to
different authors. To be able to understand the process, each step would have to be analyzed.
The
managers might know that there is something wrong, without knowing exact and specific cause
of it. The managers have to be very careful not to be too broad or too narrow when defining the
problem. The problem has to be defined in a way where it reflects a specific need from the
market research; however, not all the problems can be very specific. The marketing manager and
the researcher must work closely together to define the problem carefully and agree on the
research objectives. The managers best understands the decision for which information is
needed; the researcher best understands marketing research and how to obtain the information.
After defining the problem carefully, the research objective must be set. The objectives of the
marketing research can be divided into three types:
1. Exploratory research
2. Descriptive research
3. Causal research
two kinds of data which are primary data and secondary data. The primary data consists of
information gathered for the specific purpose of the research; however, the secondary data
consist of information that has been collected elsewhere for or for another purpose . The
researchers can use both primary and secondary data.
Data sources
The researchers always start by gathering secondary data, where the companys internal database
is a very good start. The companies also buy secondary data from outside sources, or they can
use the internet to collect the data.
overwhelm the management with fancy statistical techniques and undefined numbers; however,
the presented findings should be useful in the decision making process for the management.
The concepts involved in DSS were first expressed in the early 1970s by Scott Morton under the
term management decision systems. He defined the system as interactive computer-based
systems, which help decision makers utilize data and models to solve unstructured problems
(Cassie, 1997). The concept of a Decision Support System DSS is extremely broad and its
definitions may vary according to the point of view of the author. A decision support system
(DSS) is an interactive computer system that is easily accessible to, and operated by noncomputer specialists to assist them in planning and decision-making functions.
A decision support system (DSS) is "a computer-based information system that supports business
or organizational decision-making activities. DSSs serve the management, operations, and
planning levels of an organization and help to make decisions, which may be rapidly changing
and not easily specified in advance".
A marketing decision support system is "a decision support system for marketing activity. It
consists of information technology, marketing data and modeling capabilities that enable the
system to provide predicted outcomes from different scenarios and marketing strategies, so
answering "what if?" questions.
Components of DSS
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MDSS consist of the same essential set of componentsthe same identifiable generic
architecturethat characterizes virtually any DSS. These components include the user-system
interface subsystem, the database management subsystem, and the model base management
subsystem.
V. DSS Taxonomies
Beginning in about 1980 many activities associated with building and studying DSS occurred in
universities and organizations that resulted in expanding the scope of DSS applications. These
actions also expanded the field of decision support systems beyond the initial business and
management application domain. These diverse systems were all called Decision Support
Systems. From those early days, it was recognized that DSS could be designed to support
decision-makers at any level in an organization. Also, DSS could support operations decision
making, financial management and strategic decision-making. Power (2007) differentiates
65
Communication-Driven
DSS:
Communications-driven
DSS
use
network
and
DSS Characteristics
66
The decision maker has to get immediate answers for the questions regarding the semi or
unstructured decisions.ss Most of the semi-structured decisions are possible if the decision
maker has immediate access to ad hoc data retrieval and report-generation facilities. DSS are
flexible, so users can add, delete, combine, change, or rearrange basic elements providing fast
response to unexpected situations. This capability makes possible timely and quick ad hoc
analyses.
DSS is adaptive over time. The decision maker should be reactive, being able to confront
changing conditions quickly and adapt the DSS to meet these changes. DSS supports a variety of
decision making processes and styles: there is a fit between the DSS and the attributes of the
individual decision. In addition, the decision maker has complete control over all steps of the
decision making process. A DSS aims to support and not replace the decision maker. The
decision maker can override the DSS recommendations.
67
decision maker.
The ability to look forward, rather than simply assessing the past. Historical data can be
used as a basis for problem solving, and frequently is, but future influences and
MDSS can provide excellent decision support to marketing managers, it is quite apparent that
the full potential of MDSS has yet to be reached. In fact, researchers and marketing practitioners
alike have found that MDSS frequently fall short of their promise and that users often become
dissatisfied with the results (Li and Davies, 2001).
Although marketing is often viewed as one of the lifeblood activities of an organization, it has
been one of the last and least successful to benefit from the DSS revolution. In other words, the
MDSS is less evolved than those DSS used to support decision- making in other functions.
While current marketing decision support systems offer tremendous assistance for data retrieval
and analysis, less support is available for the decision support itself . MDSS currently rely on
limited quantitative models, and they are therefore not as good at handling missing data or
situations requiring expertise . This shortcoming can be addressed somewhat, however, by
combining basic MDSS models with the advanced intelligence technology. Researchers have
also frequently found that MDSS developers tend to pay more attention to technological aspects
rather than the nature of the strategic marketing decisions and managerial needs. Fortunately,
involving decision-makers more throughout the development process can reduce this problem.
Perhaps the biggest and most expensive shortcoming an MDSS can have is that it is not used. On
the other hand, an accepted MDSS that caters to the needs of its users is more likely to be
applied in all stages of the decision- making process, and it can thus lead to improved marketing
decisions. This is true, in spite of the limitations that currently exist in the MDSS realm.
without having to explain what they want to the MIS staff. Managers can thus be certain that
they will get the information they need when they need it. In addition, direct manipulation of
data has the advantage of greater security for sensitive information. MIS emphasizes standard,
periodical reports and cannot respond well to non-routine, unstructured, or ad hoc situation. MIS
departments may be unfamiliar with the decisions made in such situations; because they often
have a tremendous backlog of requests for data they may be unable to respond quickly to
additional special requests. DSS helps marketing managers make non-routine decisions in
unstructured situations. Most previous work has focused on incorporating the latest techniques
and technologies, often giving much less attention to whether these support systems are actually
compatible with managers' needs; there has been little consideration of how to take advantage of
managers' strengths and compensate for their weaknesses. Previous research has paid very little
attention to the importance of managers' judgment, and how to couple it with strategic analysis.
Each specific technique or technology employed has its own particular strengths and weaknesses
that make it suitable for some situations and not effective for others. A single support technique
often fails precisely to fit the decision-making parameters, and to meet the wide range of
information, modeling and conceptual needs of marketing strategy formulation. Any particular
strategic analysis model used has its own advantages and limitations. A single strategic analysis
model is sometimes difficult to adapt to specific circumstances, and can only illuminate part of
the strategic landscape. No one tool on its own is adequate in dealing with the complexity of
marketing.
Although marketing strategy development involves a high degree of uncertainty and ambiguity,
previous support systems seem to have done very little in helping managers deal with uncertainty
in developing marketing strategy.
Provide and interpret strategic information for the process of developing strategy.
Provide strategic analysis assistance and organized methods of strategy development to
Help managers understand marketing strategy factors and how they interact. Provide
mechanisms to couple systematic analysis with managers' judgment
reports.
A DSS complements instead of replaces MIS by adding speed and flexibility to the
research process.
DSS has cost as a major drawback, which currently limits its use to large firms.
decide based only on one thing, making a decision is easy. A decision is a conscious choice from
among two or more alternatives. All of us make many such decisions daily. At work we choose
from alternative ways to accomplish an assigned task. Managers and researchers have tried to
improve the outcomes of decisions by using more formal, systematic approaches to decision
making, the act of consciously choosing from alternative. A decision is easy to make when one
option will clearly bring about a better outcome than any other. Decisions become more difficult
when more than one alternative seems reasonable and when the number of alternative is great.
Decision-making is a conscious human process, a particular course of action from among a set of
possible alternatives. To decide means to come to a conclusion or resolution, decision-making
defined as the conscious and human process, involving both individual and social
phenomenon based upon factual and value premises, which concludes with a choice of one
behavioral activity from among one or more alternatives with the intention of moving toward
some desired state of affairs.
To make a decision means that:
1. The person has started a series of behavioral reaction in favor of something.
2. The person made up his mind to do a certain thing or action.
3. To make a judgment regarding what a person must do for a certain condition after evaluating
several alternatives
Decisions are a big part of everything managers do. Planning, organizing, leading and
controlling are the basic management functions. Each of these calls for decisions, which plan to
implement, what goals to choose, which people to hire. A basic understanding of decision
making is essential because most information systems are designed to support decision making
in one way or another.
to getting the same solution for the same problem all the time. Operational management and
team leader end to execute and handle the structured decision.
Unstructured decisions
A problem can be classified as an unstructured problem when reaching an optimal solution does
not follow a certain set of steps or there is no algorithm to follow. The senior management of the
company is responsible for making the decisions for the unstructured problems, because the
problem requires many sources of information, and the evaluation procedure is not easy. In
addition, this kind of decision depends on the personal experience of the decision maker.
Semi structured decisions
According to Effy (2009), "a semi structured problem is one that is neither fully structured nor
totally unstructured. Middle management in the firms is responsible for making the semi
structured decisions. However, they face more structured decisions, but their decisions include
unstructured components.
V. Classification of Decision
Programmed decisions
When the decision maker knows the situation, and the decisions are repetitive, the decision can
be called a programmed decision. Each decision that can be reached by an established or
systematic procedure is a programmed decision. Programmed decisions are repetitive and
routine. When classifying the decision, it was found that 90% of managerial decisions are
programmed decisions.
decisions are the kind of decisions that the managers are paid to address, and they rely heavily on
judgment and on the strategic development and survival of the firm.
a series of steps that require the input of information at different stages of the process, as well as
a process for feedback.
In business, there can be dozens, hundreds, or even millions of different courses of action
available to achieve a desired result. The problem is deciding on the best alternative. Herbert
Simon, a Nobel Prize winner, also described the managers decision process in the same three
stages. The intelligence stage involves searching the surrounding environment for certain
conditions those are in need for making a decision. The design stage is where to inventing,
developing and analyzing possible actions. The final stage is to choose from the different
alternatives and implementation step is responsible for testing the solution and try to make it
better.
The manager who approached decision making rationally have to:
1. Have complete information about the situation.
2. Perfectly define the problem.
3. Identify all the criteria and weigh all of them.
4. Know all possible alternatives and assess each one.
5. Choose the best alternative.
Thus, the rational decision making process should include:1. Define the problem: Managerial decision making is sparked by identifying the problem. In
addition, identifying the problem correctly is really hard.
2. Identify and weigh the criteria: Some criteria are more important than others, which leads to
the fact that the managers weigh some criteria more than weighing another one.
3. Develop alternatives: To develop good and reliable alternatives is a very complex situation.
This is where managers differ from each other.
4. Analyze the alternatives: This step requires forecasting the future which makes it the most
difficult step in the process.
Management decisions based upon ineffective, inaccurate, or incomplete MIS may increase risk
in a number of areas such as credit quality, liquidity, market/pricing, interest rate, or foreign
currency. A flawed MIS causes operational risks and can adversely affect an organization's
monitoring of its fiduciary, consumer, fair. Since management requires information to assess and
monitor performance at all levels of the organization, MIS risk can extend to all levels of the
Management Information. Additionally, poorly programmed or non-secure systems in which data
can be manipulated and/or systems requiring ongoing repairs can easily disrupt routine work
flow and can lead to incorrect decisions or impaired planning.
78
To be reliable, data should be processed and compiled consistently and uniformly. Variations in
how data is collected and reported can distort information and trend analysis. In addition,
because data collection and reporting processes will change over time, management must
establish sound procedures to allow for systems changes. These procedures should be well
defined and documented, clearly communicated to appropriate employees, and should include an
effective monitoring system.
Completeness
Decision makers need complete and pertinent information in a summarized form. Reports should
be designed to eliminate clutter and voluminous detail, thereby avoiding "information overload."
Relevance
Information provided to management must be relevant. Information that is inappropriate,
unnecessary, or too detailed for effective decision making has no value. MIS must be appropriate
to support the management level using it. The relevance and level of detail provided through
MIS systems directly correlate to what is needed by the board of directors, executive
management, departmental or area mid-level managers, etc. in the performance of their jobs.
support the annual operating plan and budgetary processes. They should also be used in support
of the long term strategic MIS and business planning initiatives. Without the development of an
effective MIS, it is more difficult for management to measure and monitor the success of new
initiatives and the progress of ongoing projects. Two common examples of this would be the
management of mergers and acquisitions or the continuing development and the introduction of
new products and services. Management needs to ensure that MIS systems are developed
according to a sound methodology that encompasses the following phases:
Appropriate analysis of system alternatives, approval points as the system is developed or
acquired, and task organization.
Program development and negotiation of contracts with equipment and software vendors.
Development of user instructions, training, and testing of the system.
Installation and maintenance of the system.
Management should also consider use of "project management techniques" to monitor progress
as the MIS system is being developed. Internal controls must be woven into the processes and
periodically reviewed by auditors. Management also should ensure that managers and staff
receive initial and ongoing training in MIS. In addition, user manuals should be available and
provide the following information:
A brief description of the application or system.
Input instructions, including collection points and times to send updated information.
Balancing and reconciliation procedures.
A complete listing of output reports, including samples.
Depending on the size and complexity of its MIS system, an institution may need to use different
manuals for different users such as first-level users, unit managers, and programmers.
CHAPTER:-2
LITERATURE REVIEW
80
LITERATURE REVIEW
(Child, 1987) More and more, companies are facing the need to control an ever larger and
rapidly changing marketing environment. The information processing requirements of
companies are expanding as their competitive environment becomes more dynamic and volatile.
To handle the increasing external and internal information flow and to improve its quality,
companies have to take advantage of the opportunities offered by modern information
technology (IT) and information systems (IS). Managing marketing information by means of IT
has become one of the most vital elements of effective marketing
(Knauer, 1992, and Mangold et al, 1999) Customer and market information should be
considered as vital elements in creating customer satisfaction, as the information regarding the
services that the organization supplies are not sufficient itself. In the mean time, alertness is
required about the perceived service quality of those competitors who provide similar services
and about new service applications in health care. One of the sources to be used by MkIS is the
positive (and negative) impression of the patients who have benefited from the organization's
services. Research indicates that word-of-mouth communication (WOM) has a significant effect
on consumer purchasing behavior. A study conducted by the US Office of Consumer Affairs
indicated that, on average, one dissatisfied customer can be expected to tell nine other people
about the experiences that resulted in the dissatisfaction. Satisfied customers, on the other hand,
relate their story to an average of five other people.
(Talvinen and Saarinen, 1995) The globalization of the marketplace in recent years has
intensified business competition throughout the world. Today's marketing executives are facing
an ever expanding and rapidly changing marketing environment. They are receiving more
information from both internal and external sources through the help of improved computer
technology and databases.
81
(Robinson and Kleiner, 1997) One of the basic problems faced by the organizations operating
in different sectors lies in the issue of gathering valid and reliable marketing information that
will enable the organization to smoothly manage the changes occurring in the market. Forming
one of the prerequisites for the organization to survive in the market, this concept requires that
all marketing decisions be handled within a framework of decision support system, which
regulates the flow of information.
(Li et al., 2001) There is a definite need for marketing executives to process more data and
information for decision making at all levels of managerial activities. In order to handle the ever
increasing amount of internal and external information and to improve decision quality, the need
to establish Marketing Information Systems (MIS) in one's company is never before so great.
(Zabada et al., 2001, 9) Consumers are demanding more value at lower price, and at the same
time asking for more freedom of choice of providers. Such a trend creates a situation where
acquiring and maintaining a market share becomes more dependent on the will of consumers.
(McLeod and Schell, 2001) Marketing managers have to know what to sell, when to sell and
how to sell the goods and services and in-order to do so, the managers have to get certain
information to be able to make the right marketing decision. The value of information increases
since it becomes one of the most valuable assets in ranking the competitive rivalry of the modern
markets. The marketing managers have to make marketing decisions such as service to provide,
price of the service, promoting the service and the place to sell the service (McLeod and Schell,
2001).
According to Kotler and Keller (2009) financial success depend on marketing ability, since
finance operations, accounting and other functions will not really matter if there is no demand
for the companys products and services. Moreover, the competition is increasing day by day in
the very fast growing global marketing, and marketing is affected by internal and external
environment forces.
82
(Kotler and Keller, 2012) Due to those changes, marketing management is a necessity which is
defined as the art and science of choosing target market, winning customer loyalty, and attracting
new customers through creating, delivering, and communicating superior customer value.
(Kotler and Keller, 2012) MIS have been seen as a support system for the firms' marketing
management with its decision making process; in addition, to the management perspective,
marketing information system can be an essential tool for the entire market organization.
CHAPTER: - 3
RESEARCH METHODOLOGY
1.1 RESEARCH METHODOLOGY
83
I. Research Problem
Marketing is more than just selling and promoting, marketing information system technology
can be useful for the IT companies, especially large ones in-order to get the firm to higher ranks.
Studies about computer-based marketing information systems technology in India has not been
done yet. Moreover, we do not know exactly if the IT sector in India use the marketing
information system technology when making decisions. This study focuses on the role of
Marketing Information System Technology in the decision making processes in the Think next
technologies company.
The extent to which the new technology of Marketing Information System affects the
Internal Records
Marketing intelligence system
Marketing research system
Marketing decision support system (MDSS)
Marketing Information System Technology
Dependent variable
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To collect data for the current study and its variables, the researcher used a questionnaire, it
included two parts: the first: contained some of the characteristics of company and sample have
been covered in the study. The second: measured the extent of the relationship between the
components of the marketing information system (internal records, marketing research,
marketing intelligence) and marketing decision-making in company have been covered in the
study.
86
CHAPTER:-4
DATA ANALYSIS AND
INTERPRETATION
1.1 DATA ANALYSIS AND INTERPRETATION
In this part of the study, the main hypotheses, and sub- hypotheses emanated from, have been
discussed and analyzed. The analysis has been done in the context of Think next technologies.
87
NO. of questionnaire
25
25
Recovered questionnaire
24
25
Recoverd Questionnaire
CLIENTS
STAFF
50%
50%
1. Qualification
Qualifications of managers and staff in Think next technologies company involved in the study is
identified. The following table illustrates the results:
Distributed and recovered questionnaire among staff
Qualification
Less than high school
High school
Frequencies
-
Percentages
88
Diploma
Graduate
Post graduate
Total
5
8
12
25
20%
32%
48%
100%
Qualification
DIPLOMA
20%
GRADUATE
POST GRADUATE
48%
32%
Analysis:-It's clear from the data in the above table that the rate of (32%) of the sample have
bachelor degrees, while (48%) of them have post graduate degrees, and (20%) of them have
Diploma degrees.
Interpretation: - The above study shows the majority number of the staff of the company is
highly qualified that is 48%. That means all the services delivered to us trough very talented and
qualified employees.
2. Scientific specialization
Scientific specialization of managers and staff involved in the study is identified. The following
table illustrates the results:
Distribution of the sample according to scientific specialization
Scientific specialization
Frequencies
Percentage
Management information
systems
Marketing information systems
36%
16%
89
Marketing
Management
Total
7
5
25
28%
20%
100%
Scientific Specialisation
management information
system
marketing information
system
20%
36%
marketing
management
28%
16%
Analysis: - It's clear from the data in the above table that the rate of (16%) of the sample have
marketing specialization, while (36%) of them have management information systems and (28%)
of them have marketing specializations.
Interpretation:-The study shows that the marketing and the management team are very active in
the company. The number of employees in every team is sufficient to manage and control the
day to day working of the company.
3. Years of Experience
Years of managers and staff experience in Think next technologies involved in the study are
identified. The following table illustrates the results:
Distribution of the sample according to Years of Experience
Years of experience
Frequencies
Percentage
5
8
12
25
20%
32%
48%
100%
90
Years of experience
20%
2to 4 years
4 to 8 years or more
48%
4th Qtr
32%
Analysis:-It's clear from the data in the above table that the rate of (20%) of the sample have less
than 2 years of experiences, while o (48%) of them have more than 8 years of experiences.
Interpretation:- To be very surprising the majority number of employees of the company have
been working in the company for more than 4 years .This means the company professionals have
long time experience in the IT sector.
Frequencies
Percentages
Yes
No
Total
18
7
25
72%
28%
100%
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Analysis: - It's clear from the data in the above table that (72%) of the company branches have
an organizational unit responsible for the functions of marketing information system in
marketing department. while only (28%) of them haven't this organizational unit.
Interpretation: - This study shows that company is showing good interest in the development of
marketing information system unit .We can see in the above diagram that 78% of the companys
branches have (MIS) unit.
1.2 Analysis and interpretation of the data collected from the clients
of the company.
In order to analyze the first question of the survey sufficiently, pie charts have been produced to
illustrate the levels of satisfaction within each of the services we provide: Web designing and
development, Search engine optimization, E-commerce solutions, Online- marketing, Onlinebranding, Copyright & Content development, web and graphic design , Custom printing, Direct
mail, Social media, In brand marketing, Lead generation.
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Customers were asked to select one of the following responses when rating the levels of
satisfaction for each of the services provides; Very Satisfied, Quite Satisfied, Satisfied,
Neither Satisfied nor Dissatisfied, Quite Dissatisfied, Very Dissatisfied or N/A.
Level of satisfaction
Highly satisfied
Frequencies
10
Percentages
40%
Satisfied
Neither satisfied nor
6
4
24%
16%
dissatisfied
Dissatisfied
Highly dissatisfied
Total
3
2
25
12%
8%
100%
Highly dissatisfied
Dissatisfied
Neither satisfied nor dissatisfied
Column2
Satisfied
Highly satisfied
0%
10%
20%
30%
40%
50%
Analysis: - Its clear from the above diagram that 40% of the customers are highly satisfied with
the SEO services, 12% of the customers are dissatisfied with the SEO services provided by the
company for their websites.
Interpretation: - The above study shows that majority number of the clients of the company is
very much satisfied with the Search engine optimization service of the company. This service of
the company got favorable response from the clients.
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Level of satisfaction with the services provided by web developers of Think next
technologies.
Level of satisfaction
Frequencies
Percentages
Highly satisfied
12
48%
Satisfied
20%
16%
Dissatisfied
0%
Highly dissatisfied
16%
Total
25
100%
dissatisfied
Highly dissatisfied
Dissatisfied
Neither satisfied nor dissatisfied
Column2
Satisfied
Highly satisfied
0%
Analysis: - Its clear from the above diagram that 48% of the clients are highly satisfied with the
services provided by the web developers of the company whereas 16% of the clients are highly
dissatisfied with their service.
Interpretation:- This study shows that the company still have to work on their web
development services to increase the satisfaction level of customers, because service sector
companies totally depends on the satisfaction of their clients
.
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Level of satisfaction
Highly satisfied
Satisfied
Neither satisfied nor
Frequencies
10
8
5
Percentages
40%
32%
20%
dissatisfied
Dissatisfied
Highly dissatisfied
Total
2
0
25
8%
0%
100%
highly dissatisfied
dissatisfied
neither satisfied nor dissatisfied
Column2
satisfied
highly satisfied
0%
10%
20%
30%
40%
50%
Analysis: - The above diagram shows that 40% of the clients are highly satisfied with the
online marketing services provided by the company and 20% of the clients are highly
dissatisfied at all with their services.
Interpretation: - This study shows that 20%of the clients are highly dissatisfied with the
online marketing done for the clients brand by the company which means that there is a need
for the development in the marketing department of the company.
2. Level of satisfaction with the length of time taken to develop your website?
95
Level of satisfaction
Highly satisfied
Satisfied
Neither satisfied nor
Frequencies
13
5
5
Percentages
52%
20%
20%
dissatisfied
Dissatisfied
Highly dissatisfied
Total
2
0
25
8%
0%
100%
highly dissatisfied
dissatisfied
neither satisfied nor dissatisfied
Column2
satisfied
highly satisfied
0%
Analysis: - Its clear from the above diagram that 52% of the clients are highly satisfied with
time taken by the company, 20% of the clients are satisfied and 8% of the clients are dissatisfied.
Interpretation:- The survey results shows that majority of the clients are very much satisfied
with the time consumed by the company during web development process and only 8% of the
clients are dissatisfied with the time taken by the company.
Frequencies
9
6
6
Percentages
36%
24%
24%
dissatisfied
Dissatisfied
16%
96
Highly dissatisfied
Total
0
25
0%
100%
highly dissatisfied
dissatisfied
neither satisfied nor dissatisfied
Column2
satisfied
highly satisfied
0% 5% 10% 15% 20% 25% 30% 35% 40%
Analysis: - Its clear from the above diagram that 36% of the clients are highly satisfied with
customer relationship management of the company and 16% of the clients are dissatisfied with
relationship management of the company with their clients.
Interpretation:- The results of the survey shows that company must have to work on their
relations with their clients because only strong relations with their clients will help them to
survive in the long run.
Frequencies
15
5
3
Percentages
60%
20%
12%
dissatisfied
Dissatisfied
Highly dissatisfied
Total
2
0
25
8%
0%
100%
97
highly dissatisfied
dissatisfied
neither satisfied nor dissatisfied
Column2
satisfied
highly satisfied
0% 10% 20% 30% 40% 50% 60% 70%
Analysis: - The above picture shows that majority numbers of clients are highly satisfied with
after sale services of the company that is 60% and only 8% of the clients are dissatisfied with
companys after sale services.
Interpretation: - The findings of the study shows that the after sale services of the company are
good as very less number of clients are not satisfied.
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CHAPTER:-5
FINDINGS AND
RECOMMENDATIONS
FINDINGS
This section contains the main findings and recommendations of the study that can be
summarized as follows:
Findings
There is significant relation between the internal records as a component of the making
information system and marketing decision-making.
72% of the companys branches included in the study have specialized unit responsible
for the functions of marketing information system in their marketing departments.
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48% of clients of the company are highly satisfied with services provided by the web
developers of the company.
40% of clients are highly satisfied with the online marketing services by the marketing
unit of the company for clients brand.
52% of the clients are highly satisfied with the length of the time taken by the technical
team of the company for the development of their clients website.
The results of the survey indicate that the company is showing rapid growth in the terms
of goodwill and customer satisfaction.
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RECOMMENDATIONS
A set of recommendations that can be summarized as follows:
The company must operate to increase the proportion of workers who have university
degrees qualifications, suitable scientific specialization, and higher years of experience,
for their making information system jobs, because of their effect in collecting the
required and accurate data from different sources, processing and presenting the required
data at the right time to the marketing decision makers, to get rational marketing
decisions.
Think next technologies must work to make the marketing information system unit,
administratively and financially separate and independent from marketing department,
and give it a prominent place in the organizational structure, to be able to perform its
functions without association with the marketing management or other administrations in
the company.
Regularly and continuously training programs in and out of the company must be
conducted for the marketing information system companies employees in the areas of
collecting, processing and manipulating of data, in order to benefit from the experiences
of others, exchange of experiences, expand their knowledge, and increase their
competences in the performance of their jobs.
Top management in the company must increase their interests in marketing information
system through the provision of all essential supplies, and the introducing of modern
methods and techniques in data processing, which increase the speed of rational decisionmaking.
The company still needs to focus on their advertising and marketing efforts for creating
maximum awareness regarding their offerings.
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CONCLUSION
The research investigates the role of Marketing Information Systems technology in the decision
making process and summarizes the following conclusions based on the data analysis and
findings:
86.6% of the respondents agree that the technology is available in the MIS in the
company, and that its availability affect the decision making process, depending on the
following results. All the company branches are depending on computers on all
transactions and processes. Moreover, all the branches have top of the line hardware
such as input and output units. In addition, the new hardware has the ability to store,
access, and retrieve more data faster and more efficient. The software used by the
company minimizes the over use of papers between the companys departments due to
the present of automated communication processes such as e-mail. In addition, the new
software ease the retrieval of stores information, and with the presence of high secures
systems the management is not afraid to store all kind of information on the system. The
company also depends on computers to execute the transactions because the new
software improves the flexibility of the system, and perform in a more efficient way.
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BIBLIOGRAPHY AND
REFERENCES
BIBLIOGRAPHY
Books:
Aaker, D., Kumar, V., and Day, G. (2001), Marketing Research, 7th edition, New York,
Articles:
Adetayo, J., Sanni, S., and llori, M. (1999), The impact of information technology on
product marketing: a case study of a multinational company in Nigeria, Technovation,
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Internet Citation:
www.wekipedia
Company manual
Companys website,
www.slideshare.net
www.scribd.com
www.airsoftinfosys.com
ANNEXURE
104
Daily
Weekly
Once a month
Do not use
105
Miserably
Somewhat
Very
Satisfactory
Satisfactory
Delightfully
Overall quality
Value
Purchase experience
Installation or first use
experience
Usage experience
After purchase service (warranty,
repair)
Somewhat
Important
Important
Overall quality
Value
Purchase experience
106
Important
Very
Important
Somewhat Satisfied
Satisfied
Very Satisfied
Delighted
107
Yes
No
VI. If you contacted [COMPANY] customer service, have all problems been resolved to
your complete satisfaction?
Yes, by the company or its representatives.
VII. Based on your awareness of [SERVICE] is it better, the same, or worse than other
brands of [ENTER CATEGORY}?
Much Better
Better
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Worse
Much Worse
VIII. Based on your experience with [SERVICE], how likely are you to pay for the service
again from Think next technologies?
Definitely will
Probably will
IX, Based on your experience with [SERVICE], would you recommend this service to a
friend?
109
Definitely will
Probably will
Additional comments:
In general, if you have been very satisfied or very dissatisfied with our services, please give
details:
Very satisfied by a dedicated and helpful team
Easy and simple forms and good communication
I am very grateful of the help I have been given by the company team
Everyone I have spoken to has been more than helpful
This process was a lot quicker than expected
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This is the best service I have ever had from the council
50 out of the 49 people who returned the questionnaire said they were willing to be
contacted by us to discuss the survey.
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